Why do companies choose AEM Forms?
We are in the age of Experience Business. Customers no longer buy products or solutions. They buy experiences.
Form processes are an integral part of the customer approach and have a direct impact on the user experience. Today, your customers expect that they can complete every form and every step of the form process from any device - and are even impressed by it: when data is pre-filled in the form, integrated form processes are present, the form is cached and they are able to use their digital signatures.
Efficient forms processes save money. Relevant studies indicate that online transactions are:
- approx. 20 times cheaper than via telephone
- approx. 30 times cheaper than via post
- approx. 50 times cheaper than external customer service
The call centre agent or external customer service representative will always be an important point of contact for your customers on more complex topics. However, the right mix of online, telephone and personal customer service in conjunction with a 360 ° view of the customer will become increasingly more important in the future.
Good forms bring more business. It has been proven that long forms, repetitive fields and negative form experiences increase the rate of customer abandonment. Conversely, forms with good usability increase conversion.
Forms as an integral part of the customer experience
Depending on the industry, in organisations there are between 50 (medium-sized B2B companies) and 5,000 forms (large banks, large insurance companies). In addition, companies often use the same form for different channels (web, portal, app, etc.). Therefore, form management as well as their development and improvement is a difficult task for many companies.
AEM Forms helps you to centrally control and improve your forms. However, how does the best form management and continuous improvement system operate?
Step 1: All forms are centrally managed in the AEM forms form portal. The interface provides an intuitive search and filter option for easy form discovery for both the customer and the business.
Once a form designer has created a new form, they trigger the (approval) workflow to publish the form. The AEM Forms - Adaptive Forms are responsive forms that are optimally displayed on all devices (smartphone, tablet, desktop) and channels (web, app, portal, etc.). So that changes to the forms are made centrally and inherited accordingly.
Step 2: As part of the publishing workflow, the form will be published in the Publish Instance. When using the Mobile Workspace App from AEM Forms, the app synchronises with the available Adaptive Forms on the Publish Instance. Field staff will always have the latest forms on their tablets.
Step 3: If Adaptive Forms are linked to Adobe Analytics on the internet, you can derive information about form usage, such as:
- Number of form retrievals, number of transfers, abandonment rate
- Where “Help” is clicked
- How long it takes to complete the form
- At which points do users break off from the form process
Based on these findings, forms can be constantly improved.
Step 4: To test different versions of a form on the web regarding usability/conversion, A / B tests can be performed. For a defined period, two versions of a form are played with and compared with each other. The winning form will then be used and can be further optimised.
Step 5: After a form has been revised, an automatic form update will be made in all channels.