We explore the critical elements of exceptional digital customer experiences with Aira, Lead Infrastructure Site Manager at Cubic Remote. Uncovering what makes brands like Uber and Etsy stand out in creating seamless, personalized user journeys through strategic data collection and AI implementation.
• Uber and Grab's successful digital experiences through personalized offers, service options, and cross-channel integration
• Etsy's website success factors: lightning-fast loading speeds and AI-powered relevant product recommendations
• Creating emotional connections through digital channels based on platform context and customer needs
• The power of including genuine human faces throughout websites to establish immediate connection
• Website optimization techniques: speed, transitions, animations, and minimizing user input requirements
• Responsible data collection practices that balance personalization with privacy protection
• Upcoming digital experience enhancements: AI chatbots, instant product reviews, and self-service tools
Please tune in for more future episodes.
Website: Top promotional products supplier in Australia | Cubic Promote
Linkedin: https://au.linkedin.com/company/cubic-promote
Youtube: https://www.youtube.com/channel/UCtY-N9DK1-hMu3ILxX5Nwww
Pinterst: https://au.pinterest.com/cubicpromote/
Facebook: https://www.facebook.com/CubicPromote
Instagram: https://www.instagram.com/cubicpromote/
Host: Charles Liu (99+) Charles Liu | LinkedIn
Guest: Aira Demesa (97) Aira Demesa | LinkedIn
Find out more and visit our website: https://www.cubicpromote.com.au/
Episode Transcript
Welcome to the Cubic Remote Podcast.
Today we're going to be talkingto Ira Lead Infrastructure.
Speaker 2 (00:05):
Site.
Speaker 1 (00:06):
Manager for All Digital Assets, ira, welcome to
the show.
Speaker 2 (00:11):
Thanks for having me, charles.
It's nice to be here on yourpodcast, so we're going to be
talking about digital customerexperiences.
Speaker 1 (00:18):
so far, before we dive into the topic, ira, did
you want to share a little bitabout yourself and the type of
work you do here?
Speaker 2 (00:24):
My name is Ira.
I'm the website infrastructurelead at Cubic Remote.
My role focuses on websiteoptimization, so I make sure our
website runs smoothly and giveour clients the best experience
possible.
Speaker 1 (00:39):
What are some of the key fundamentals when it comes
to customer journeys?
Maybe let's start off with yourbest customer journey.
Some of the best digitalexperiences I've had interacting
with companies is actually withUber.
I've also used Grab as well inoverseas countries and I found
that the experience with Grabthey seem to really copy Uber
and the experience is incredible.
(01:01):
When I use Uber, invariably ifI have not used the app in a
while on my phone it will pingme with discounts and offers for
free rides.
If I do use the ride quite often, it would also then direct me
to special deals and offersthroughout the journey and the
process.
To make it easier, they've alsoallowed me, as a user, to
select the levels of service Iwant.
(01:23):
Do I want to go in a ride sharewith someone else, say a bit of
money, or do I want to go frompoint A to point B using their
fastest express service?
And now that I've carried oninto the app a lot of purchasing
services into it, they take myjourney and they know where I
live clearly, and then theyextrapolate it through other
(01:43):
channels outside of my app aswell, through my email, when I
engage with them and, incredibly, I also.
This is yet to be verified, butI do find that they follow me
around on social media, onInstagram and other tools.
The digital journey and theamount of data it collects from
me is epic.
It's so seamless from my end Idon't see anything that would
(02:06):
indicate that I'm giving them alot of data.
And then the second is thatthey utilize that data really to
enhance my customer's journey.
So I thought my experience withUber has been brilliant.
What are some of your journeysdigitally, ira, that you could
share?
Speaker 2 (02:21):
I think for me is something's something you can
grab as well for food orderingor navigating the maps, so I use
it for transportation as well,and I think it was able to make
more recommendations for me forfood delivery or transportation.
I was able to know mypreferences, so I think that's
(02:44):
been it's the future of websitesor experiencing online
purchasing as well.
The app was able to provide merecommendations, which is what I
want.
Speaker 1 (02:55):
I use Etsy quite often as well, and so Etsy also
from a purely non-app, because Idon't use the Etsy app, I just
use their website interface.
I think it's quite brilliant aswell.
The number one thing is intensespeed.
It's so fast, it loads almostimmediately.
The second thing is the abilityfor it to just memorize my
(03:15):
previous purchases as well asgive me relevant recommendations
, and I think AI has got a lotto do with this in the future,
just giving you relevantsuggestions.
For example, I may havepurchased some anime stickers in
the past, but it knowing that Ihave purchased the stickers
already, it's like highlyunlikely that I will purchase
more of the same stickers, but Imight be.
(03:36):
For example, I may purchase anaruto sticker.
It might be thinking okay,clearly he's Naruto fan, I'm not
going to recommend him DragonBall items, I'm going to
recommend him a couple of maybeNaruto figurines, and I think
that AI, when it comes torecommendation, is brilliant
stuff.
How do you feel about companiessuch as Etsy and others just
taking a lot of your data andjust using it to show you other
(04:00):
products?
So give it a magic wand, say ifyou were given unlimited funds,
unlimited resources or youcould create things out of the
blue.
What type of customer journeywould you be creating for a user
, based on their website, basedon their mobile, based on, maybe
their email or even, if youcould, based on maybe their
(04:23):
email or even if you could,would you be even willing to
take it offline so that theycontinuously experience your?
let's talk about emotionalconnection when it comes to
creating online experiences.
So all these tools that we use.
I'm quite a factual type ofperson where I simply want
output something to be done.
But how important do you feelcreating emotional connections
with customers through theonline journey, whether it be
(04:43):
social media journey, perhaps,when it's engaging on our
website, perhaps it's eventhrough this podcast?
How important do you findemotional connection On a scale
from zero to 10, zero beingdoesn't really matter as long as
we give the customers what theywant or 10, where you feel that
it is 100% relevant to have thecustomers feel engaged,
(05:03):
connected on an emotive level ofa company.
Speaker 2 (05:06):
When it comes to emotional connection, I think it
varies, depends on the type ofapplication or social media, for
example, like for Instagram,because it's more image-focused
or image-based social media.
I guess the type of content putout there is as professional as
(05:29):
on LinkedIn.
So I guess for emotionalconnection I would make our
content more connected for oursocial media on Instagram, for
example, and for LinkedIn theemotional connection there is
professional-related content.
(05:50):
So I think it depends on theapplication For our website.
I guess for our website theemotional connection there is
how we communicate and engagewith our clients.
So I think for our website it'scritical to have a website that
(06:10):
is very fast and able toprovide accurate quotation,
because for our website it's thevery first impression for the
clients.
I think it's very important tohave an accurate pricing for our
website.
Speaker 1 (06:31):
Are there any other aspects to designing a website
where you feel that we couldprovide tips to the audience out
there on how they could createit so it's more engaging?
Any tips and tactics that youcould suggest or recommend to
their audience who's listeningin on ways that they could level
up their websites so that itcreates more emotional
engagement and connection withpotential customers?
(06:53):
So you mentioned the speed asone thing.
What about other ways andtechniques to create an emotive
connection, engagement andconnection with potential
customers?
So you mentioned the speed asone thing.
Speaker 2 (07:00):
What about other ways and techniques to create an
emotive connection?
I think knowing your clients isimportant.
Getting a feedback from yourclients or your colleague as
well or your employees, becausethey're also the ones that's
navigating the website.
So, maybe because they know theclients more than you do,
getting feedbacks from them onhow to improve the website will
improve the connection to theirclients as well.
Speaker 1 (07:22):
Data collection.
With myself, I find that theeasiest way to create instant
connection is actually withhuman faces, and I'm not talking
about AI faces, which would beidentified quite easily, but
simply having images of teammembers visible throughout the
website journey.
That's just a simple, basic,fundamental one-on-one human
(07:43):
connection.
When it comes to and havingobviously now in this case
having a smiling face, wouldmake things infinitely better
than having no human face, Ifind that it's very hard to
replicate.
Using the models, or perhapsjust using product pictures
simply is not enough to createthe emotive connection that a
human face can create.
Speaker 2 (08:02):
I agree, charles.
I think that's also one of thepeople I look for on the website
.
So who's behind, or who's yeah,who's behind your website?
So?
Speaker 1 (08:12):
what are some of the tips that you would want to
avoid?
Or perhaps you've been througha terrible customer journey
online excluding speed, becauseobviously, if something doesn't
load, you can't get to view itexcluding speed.
Can you share some of the worseexamples that you have ever
used?
Perhaps it might be a serviceor a website that you've used
(08:34):
and you've just hated theexperience and what was that
like?
Speaker 2 (08:38):
I guess you could tell if a new website is very
old because it does not have anytransitions or any animation on
the website, so you could tellwhat an old website looked like.
So I guess for me, for my pointof view, that's the type of
website that I avoid most of thetime, because, number one,
(09:00):
sometimes not being optimized,not maintained, or maybe someone
is not working on improvinganymore.
Or, number two, maybe it'sloaded with different links or
maybe gather any links that willlead you to all or entire
barriers.
Speaker 1 (09:20):
I would say One of the worst website experiences
I've had is actually with someof the Australian government
websites.
Now, there's a lot of differentwebsites with different
services, but some of theservices I'm not going to name
which ones I find are very painto go through, and the reason
why it's a pain is theytypically ask me the same
questions repeatedly and I findthat journey really does make
(09:42):
things very hard.
I prefer websites where thejourney is as light as possible.
It brings to mind one journeythat I lost, that on my
PlayStation 5, made a purchasewithin two clicks after filing
the product.
I purchased the product withouteven realizing I made a
purchase within two clicks afterfinding the product.
I purchased the product withouteven realizing I made the
purchase.
So let's talk about datacollection.
How do you feel about theconcept of data collection?
(10:05):
Are you happy to reveal as muchdata as you can to third-party
sources?
Are you happy to collect asmuch data as you can from
third-party sources?
What's your take on datacollection?
Speaker 2 (10:19):
For data collection.
I think it's very smart forpeople to collect data, as long
as it has a limit, likeproviding confidential data
that's supposed to be shared onpublic as well.
So data collection for me isalso equivalent to
personalization.
So for AI, for example, we'llbe able to provide you more
(10:43):
personalized contents if yougather data, or more data from
you.
As long as no confidential datais shared, I think it will be
great.
Speaker 1 (10:55):
So what's next in the future of digital experiences,
what you have in store that youwill be rolling out in the work
that you do, or perhaps in theindustry as a whole?
Let's start with the work thatyou do.
What's next in your journey tocreating magical experiences for
our clients?
Speaker 2 (11:12):
As for our website, we're actually in the process of
rolling out a few new tools, so, for example, things like AI
chatbots or instant productreviews.
So currently we've got aproduct filter instant codes so
(11:32):
we're making it better, we'reimproving it, so our clients
have better coding and, yeah, sofor us, for our AI chat support
, I think, it means they'll getquicker answer and clear idea of
what their product will looklike, and for us, for our team,
it means more efficiency andstronger insight into our client
(11:59):
behavior.
Speaker 1 (12:00):
Right.
Thanks for sharing, and onething that I'm working on behind
the scenes is having moreuser-accessible data where users
can find the information thatthey need very quickly without
needing to ask a team member, soeverything will be online.
Perhaps they want to see avisual mock-up of their product.
They could help themselves.
So what I'm aiming for is ahelp themselves type of
(12:22):
situation where, if they want tohelp themselves, they have all
the tools available to them, andif they do want someone to hold
their hand, we also have a teamof account managers ready to
work with them, whether theirquery is big or small, complex
or simple.
Thank you for taking the timeout to have a chat about
customer digital experienceswith myself.
For all those listening outthere, thank you so much for
(12:45):
tuning into this episode of thePromote Label by Kubrick Promote
.
Please tune in for more futureepisodes.
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