THE EVOLUTION OF CUSTOMER EXPERIENCE THROUGH DEEP LINKING

In today's digital age, seamless customer experiences are not just desired; they are expected. Traditional methods of interaction, where customers are required to manually enter information to complete tasks, are becoming obsolete. This manual process disrupts the fluidity of customer engagement, leading to fragmented touchpoints. The consequence? An erosion of trust and increased support costs as potential customers drop off at key conversion points, frustrated and confused.

Enter Deep linking: a solution that promises to revolutionize how businesses interact with their customers.

WHAT IS DEEP LINKING AND HOW DOES IT WORK?

Deep linking refers to the process of using a specific type of link that directs users to a particular location within an application, rather than simply opening the application. This technology enables a more personalized and direct pathway for users, guiding them exactly where they need to go without unnecessary detours.

A special code is embedded in a URL, which triggers the app to open and take the user to the content you want them to see. It's an effective way to augment user experience, improve customer engagement, and boost retention rate.

BENEFITS OF DEEP LINKING

Simpler Cross-Platform Navigation
Deep linking seamlessly directs users from different platforms such as websites, social media, or emails into your app, eliminating the need to search and thereby increasing convenience. It ensures that the users land directly on the relevant content without any detours, streamlining their journey.
Enhanced App Engagement
Deep linking piques user curiosity using a retargeting approach which guides them to specific products, features, or promotions within your app. This allows the users to stay immersed in the content, fostering a stronger connection with your brand.
Improved Conversion Rates
It removes unnecessary steps, streamlining the user experience and increasing chances of higher app conversions. It maximizes the potential for successful outcomes by guiding the users straight to the desired action, be it a purchase, sign-up, or other key objectives.

STEP-BY-STEP GUIDE TO DEEP LINKING

Let's walk through the step-by-step process of how Deep linking operates to unveil the intricacies behind this powerful tool, ensuring that you're not just informed, but also equipped to leverage its potential in your digital interactions.

Creation of a Deep link: A specific URL (Deep link) is created to direct users to a particular page or location within an app. This link is crafted to carry detailed information about the destination, such as a specific product page or article.
Encryption of Data: The Deep link includes encrypted JSON data, ensuring that sensitive information is securely transmitted. This data typically contains parameters and values that dictate the destination and behavior within the app.
User Interaction: A user clicks on the Deep link, which can be placed in various digital mediums such as emails, social media posts, or web pages.
Link Resolution: The user's device recognizes the Deep link and initiates an action to open the corresponding app. If the app is not installed, the user may be directed to the app store to download the app or to a web fallback page.
Decryption and Routing: Upon opening the app, the Deep link is processed, and the encrypted JSON data is decrypted. The app then interprets the data to understand the specific location or content the user is seeking.
Navigation to the Destination: The app navigates the user to the exact location or content specified in the Deep link, bypassing the need for manual search or navigation through the app.
User Engagement: The user arrives at the targeted content or page with minimal friction, enhancing the user experience by providing a quick and personalized interaction.

WHERE DEEP LINKS CAN BE IMPLEMENTED

By offering a direct path to specific content within applications, Deep linking streamlines user actions, reducing friction, and accelerating task completion.

Some of the areas where deep links can be implemented :

IROPs (Irregular Operations) : During travel disruptions, Deep linking can be a lifeline, providing passengers with direct links to rebooking services, updates, and compensation claims, all personalized to their travel itinerary.
Virtual Assistant : Deep linking empowers virtual assistants to provide not just answers but also actionable solutions, directly guiding users to the exact location within an app where they can complete their desired action, such as adjusting a reservation or accessing customer support.
Check-in: The check-in process becomes a breeze with Deep linking, as travelers receive direct links that lead them to a pre-filled check-in form within the airline's app, tailored to their flight and personal details.
Manage Booking: Deep linking simplifies managing travel itineraries by providing direct access to booking details, allowing travelers to effortlessly modify flights, select seats, or add extra services without navigating through cumbersome menus.

USE CASE: FLIGHT CHECK-IN EMAIL

Traditionally, checking in for a flight involved multiple steps like, receiving a reminder email, visiting the airline's website, navigating to the check-in page, and entering booking details manually. This process, while straightforward, can be time-consuming and may not offer the seamless experience modern passengers expect.

Using Deep linking, this journey is transformed by providing a direct link from the check-in reminder email to the specific check-in page within the airline's mobile app or website. By embedding detailed, personalized information within the link, Deep linking allows passengers to bypass the manual entry of booking information, leading them straight to a pre-filled check-in form.

THE ROAD AHEAD

Deep linking represents a pivotal shift towards more integrated and user-friendly digital experiences. As digital landscapes evolve, this stands out as a key player in shaping future customer interactions. As businesses continue to adopt this technology, we can expect to see a marked improvement in how customers interact with digital services, paving the way for a new era of customer engagement.