Delivering exceptional customer experiences isn’t just a nice-to-have—it’s a key brand differentiator.
Technology offers simple yet powerful tools to help businesses not only meet customer expectations but exceed them at every touchpoint.
From streamlining service to creating more personalized, memorable interactions, the right tech can significantly boost how customers perceive your brand.
In this guide, we outline five easy and effective ways you can leverage technology to enhance customer experience and build stronger brand perception—online and offline.
Using data analytics and machine learning can help your business target personalization for all consumers and leads that interact with it.
Why is this important for customer experience and building positive brand perception?
A McKinsey report on personalization in marketing outlines some fascinating conclusions:
Your customers want to enjoy personalized experiences because it makes everything more relevant to them.
Check out this video by Salesforce Hulk for an interesting discussion on how consumer preferences have changed and the importance of personalized customer experiences:
Gone are the days when you could get away with generalized marketing campaigns that cast a large net and hoped to reel in some interest from somewhere.
Now, it’s all about using modern customer experience technologies to create more personal experiences for your customers, encouraging them to make purchases or come back for more.
The simplest way to do this is through cookie tracking and data analytics.
Thankfully, you can use AI to handle a lot of this by analyzing consumer behavior on your website, then retargeting them with more relevant adverts or email marketing campaigns.
It’s possibly the best and most practical example of using technology as a marketing tool, yet the stats prove it brings results.
They’re less likely to be bothered by the ads or recommendations they see because they actually target their interests.
Modern payment technology provides a variety of options to your customers, making it easier to give them a way to pay that they prefer and is easiest for them.
Studies show that digital payment users will spend, on average, 40-48% more than cash users. Customers are drawn to more diverse and modern payment technologies because they make life easier for them.
Digital payment methods allow you to offer better customer experience that aligns with personal preferences and simplifies the payment process.
You can apply this in a brick-and-mortar business by utilizing options like card payments of contactless transactions.
Both are very simplified examples of this approach in action – but there are more ways to take your business to the next level.
Consider accepting the widest range of payment options possible, including things like cryptocurrency and a range of mobile e-wallets.
The goal is to demonstrate your business’s acceptance of technologies like this, which improves the way people perceive your brand.
In a nutshell, the more payment technologies you call upon, the more innovative and modern your business looks.
People start viewing you as a company that’s ahead of the trends and not languishing in the past – which means they’re also more inclined to make purchases.
You’ve already seen a couple of examples of this in action through modern payment solutions and personalization.
Smart technology can improve the customer experience by making their lives simpler when they interact with your business.
You can take this to the next level by implementing customer experience technology for:
Think about the various ways you can use technology and automation to make things better for customers.
That final point is an interesting one because you can create AI tools or platforms for users to access for free.
As an example, you run an accounting firm that creates an AI budgeting app for people to log into, which helps them draw up monthly budgets at the click of a button.
That’s just a random example, yet it demonstrates how you improve the customer experience through technology.
Improving the customer experience is all the more important when you consider that 86% of buyers will pay more for a great customer experience.
Even something as basic as following up on messages with email automation contributes to a better customer experience.
Use all the great technology out there to cultivate an experience customers will love being a part of.
This leads them to perceive your brand in the most positive way – and they’re also more likely to stick around and recommend you to other consumers.
The benefits of technology as a marketing tool include your offline marketing exploits.
It’s a concept many businesses neglect, yet you have to appreciate that a lot of consumers and potential clients will receive their first impression of your business in real life.
This could be through visiting a retail store or walking into an office building.
Regardless of the exact situation, you can call upon modern technology to make a positive first impression and position your brand as a key innovator.
Using a modern, secure access control system, like Genetec access control, is great starting point for this. It takes a boring entry system and modernizes it, using technology.
Instead of someone pushing a door or pressing a buzzer to walk into your premises, they’re met with biometric scanners or doors with camera systems that automatically open for them.
Something as simple as how you let people in and out of your premises gives you the opportunity to demonstrate that you’re an innovative, forward-thinking company that takes advantage of technology and takes security seriously.
Before you even properly interact with someone, they’ve already built a more positive perception of your brand in their head.
Flip things around and imagine someone enters your store, fitness facility, or office without seeing an access control system – that is a missed opportunity to present your brand the way you want.
Leading on from the last point, using different technologies can also be a way to showcase your innovation within a particular industry or sector.
That’s where the free or downloadable tech tools really come up trumps; you do things that your rivals are incapable of, which shifts the perception in favor of your brand.
BusinessDasher notes that 84% of consumers see innovation as either “somewhat” or “very important” in a company’s ability to sell them products.
Effectively, you can leverage clever customer experience technology to position yourself as an innovator in your line of work.
Consumers will be more inclined to drift towards your business over rival companies because you’re doing cool things that they’re incapable of.
It’s very evident that technology is a must-have marketing tool for the modern business.
This guide gives you ample ways to use technology to foster a positive brand perception.
When people view your brand in such a good way, they’ll be more likely to buy things, remain loyal, and recommend you to other consumers.
Businesses can use customer data platforms (CDPs), AI, and machine learning to analyze behaviors and preferences, enabling them to deliver personalized content, product recommendations, and tailored communication in real time. Read the full guide for more on how technology can improve customer experience.
Automation streamlines repetitive tasks like order tracking, appointment scheduling, and customer support through tools like chatbots and self-service portals—reducing wait times and increasing convenience. Read the full guide for more on how innovative technology and automation can benefit customer experience.
Innovative use of technology in physical spaces—like access control systems, interactive kiosks, mobile checkout, digital signage, or AR product demos—can make experiences more engaging and efficient, reinforcing the brand as modern, customer-focused, and forward-thinking. Read the full guide for more on how tech can improve brand perception in person.
McKinsey: The Value of Getting Personalization Right—Or Wrong—is Multiplying
Worldline: How Digital Payments Influence Consumer Behaviour
Super Office: 32 Customer Experience Statistics You Need to Know For 2025
BusinessDasher: 21+ Business Innovation Statistics: A Must Know in 2024
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