A Guide to Digital Customer Experience (DCX) in 2022


 A Guide to Digital Customer Experience (DCX) in 2022 Research Design
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With technology advancing at an exponential rate, businesses that want to remain competitive must leverage the latest technological tools available to them to provide an exceptional customer experience. For many years now, businesses have been utilizing digital channels to provide customers with an innovative and seamless customer experience.

When the Covid-19 pandemic struck in 2020, it further accelerated the shift from customer-brand interactions taking place offline to interactions taking place predominantly online. This is due to the fact that most countries around the world were in lockdown so brands had to reshape their entire customer journey to allow for every touchpoint to take place digitally.

Within this article, we will take a deep dive into digital customer experience. We’ll understand what is and how businesses can use it to their advantage. Furthermore, we also explore the 5 most riveting digital customer experience trends to watch out for in 2022.

What is Digital Customer Experience (DCX)?

Digital customer experience refers to customers’ perception of your brand as a result of the cumulative interactions they’ve had with your company exclusively through digital channels.

A crucial aspect of Digital CX is your customers’ opinion of your brand based on their interactions with your digital platforms. Did you leave them with an experience that was frictionless and satisfying or with one that was frustrating and disappointing?

The Difference between Customer Experience and Digital Customer Experience

When we talk about customer experience, we’re referring to customers’ perception of a brand as a result of their complete experience with the company across all touchpoints and channels. However, when we talk about digital customer experience, we’re specifically referring to customers’ perception of a brand as a result of all digital interactions with the company.

Therefore, while customer experience is a result of all interactions, both digital and non-digital, digital customer experience is a result of only digital interactions. Although customer experience and digital customer experience are not the same, they are equally as important. According to a statistic by Forrester, “69% of U.S. consumers shop more with brands that offer consistent experiences in store and online.” Stats like this highlight just how important it is for brands to provide seamless experiences across all their channels, whether they be digital or non-digital.

Strategies to Provide Great Digital Customer Experience

Let’s take a look at what makes a great digital customer experience:

1. Deliver Excellent User Interactions

Customers want their digital experience to be smooth and frictionless, regardless of which channel or device they are using during the interaction. They are also much less forgiving of site lags or bad experiences on websites and are unllikely to return after just one negative experience.

In order to deliver excellent user interactions across all platforms, you must first map the customer journey and develop an understanding of customer behavior. Mapping their journey will allow you to identify key touchpoints where brand perceptions and loyalty are formed so that these touchpoints can be optimised to provide an excellent experience.

2. Provide Users with a Way to Leave Feedback

It isn’t possible to get your digital customer journey to be perfect right off the bat. By providing customers with a place to provide feedback, you can learn from their critique and optimise the digital customer journey to their needs. Additionally, when you take customer feedback and use it to improve their experience, customers know that you care about them.

3. Provide Consistent User Experience

Customers connect with brands through multiple different digital channels, whether that be social media, email, mobile phone etc. They expect these brands to update their information as they switch between channels and are likely to get frustrated when they fail to do so. Brands must develop a seamless omnichannel approach that allows them to provide consistent experiences across all channels.

4. Personalised Messaging

Customers like personalised messages from brands as it makes them feel like those brands care about them. A report by Accenture shows that customers are more likely to shop from brands that remember their name, purchase history, and recommend products based on their purchase/search history.

With today’s technology, companies have an influx of consumer data that can be leveraged to provide personalised experiences for each consumer, and brands must use this data to send the right kind of messages to their customers.

5. Dive Deep into Customer Journey

Collect customer feedback at various touchpoints in order to identify the pain points and pivotal interactions that influence customer perception and loyalty. This will help you outline the areas within the customer journey that need to be focused on and optimised so as to improve digital customer experience and provide frictionless interactions.

Digital Customer Experience Trends to Look out for in 2022

Let’s take a look at three key Digital CX trends that are likely to affect all businesses this year:

1. Increase in Personalization

Companies have been using personalization as a strategy to enhance CX for quite a few years now. However, due to the great results its had in boosting customer satisfaction and loyalty, companies are constantly thinking of new ways to personalize their experiences. Personalized content helps customers connect with your brand on a personal and emotional level. It shows them that they are unique and that they are appreciated.

2. Increased Focus on Data Security

Companies today have access to an astonishing amount of customer data. It is important that brands place an increased focus on data security to avoid the risk of data breaches. Any compromise with customer data will cost a company heavily and will make customers completely lose their trust in the organization. Customer data privacy should therefore be handled with utmost care to maintain the trust and relationship between customers and the brand.

3. AI-Driven Technology

In the last few years, AI-driven technology has begun to play a more significant role in organizations for the collection and analysis of data. AI-infused technology can help businesses gather and analyse customer data in a way that is more accurate and incredibly quick. Predictive artificial intelligence can also be used to create models that can predict churn so that companies can take immediate measures to retain customers.  

FAQs on Digital Customer Experience

Digital customer experience refers to customers’ perception of a brand as a result of their cumulative digital interactions with the organization throughout their customer journey.

Some key strategies that can help organizations provide a great digital customer experience are:

  • Provide users with a way to leave feedback
  • Create personalized experiences
  • Provide consistent user experience

While customer experience is shaped by a customer’s interactions with a brand, a digital customer experience is shaped by a customer’s interactions with a brand through its digital channels exclusively.

Although customer interactions are increasingly taking place on digital platforms, non-digital platforms should not be ignored as they are equally as important. Customers want a seamless experience across all channels, regardless of whether they be digital or non-digital.

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