Collecting information from your customers is part of every customer journey – during a purchase, when ordering a service, closing a contract, and more. In fact, in almost every business process there is some form that the organizational user or the customer is required to fill out.
Although many organizations today use one digital solution or another for their customer forms, in many cases, the process of filling out digital forms by customers is slow, tedious, and provides a poor customer experience. Many times, customers are required to type in information that the system should already know, which causes frustration for the customer – and rightly so.
It should also be remembered that for organizational users as well, forms are a major time drain, and given the fact that forms with missing or incorrect details require many resources to correct and complete the entered information, an inefficient customer form system causes many problems, wastes valuable time, and ultimately also harms profitability.
Put yourself in the customer’s place: what would you prefer – a form that is a burden, or an experience?
When you, as an organization, send a customer a form to fill out, whether it is a printed or online form, you are asking them to do work and ultimately creating a burden for them. If in the past customers were willing to accept this burden as part of a business process, more and more customers today expect that you, as an organization, will do everything possible to turn this burden into an experience. Therefore, as an organization, you must turn the collection of information from the customer into the easiest and fastest process possible – something that is simply not possible with static forms, whether printed or digital.
The next generation of digital forms: turning burden into experience
The next generation of smart digital forms, through Consist’s PB DIGITAL system, turns every form into an experience. It can be filled out easily and efficiently – either via computer or smartphone, even in a regular WhatsApp dialogue with a smart form-adapted bot, which asks the customer questions and automatically places the answers in the appropriate place on the form.
These smart customer forms already know how to integrate into the form all the details existing in the organization’s systems, thereby saving the customer the burden of typing them in again and again. The form adapts itself to the customer and presents in the smart form only the questions relevant to the customer. This ability eliminates unnecessary questions and saves the customer from having to repeatedly enter details already known to the organization. This feature greatly improves the customer experience and also speeds up business processes.
Examine your customer forms – do they create a burden or an experience:
- Do they show the customer what they are looking for?
- Do they adapt the questions and fields according to the customer’s preferences?
- Do they perfectly fit all types of devices – mobile phone, computer, and tablet?
- Does the customer receive a form where fields are already filled with information known to the organization (ID, etc.)?
- Does the form present only relevant questions to the customer? (For example – if the customer indicated that they do not have children, the form will not display fields related to the number of children.)
- Does the form allow the customer to start filling in the details on one device and finish later on another device?
If you answered yes to all the questions, it is likely that your customer is getting an experience, not a burden. If you answered ‘no’ to even one question, there is room for improvement regarding your customer experience and form filling, and at Consist we would be happy to define your customer journey together with you, and create experiences that will strengthen their loyalty to the organization, its products, and its services.
