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Digital Customer Experience Digital Customer Experience

Digital Customer Experience

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As people are discovering different ways to entertain themselves in this digitally advanced world, various sectors of businesses are not too far behind. You won’t find any business without a company website or a mobile app. These digital channels are important to make customers aware of your brand. 

However, digital business does not simply end with a website or a social media account. When you create the website or app for the customers you have to take digital customer experience into consideration as well. 

Customers expect the channels they use to interact with your brand to be user-friendly, cohesive, and frictionless. 

Improving Digital Customer Experience in digital business is different from improving CX. You have to offer customers excellent digital service but also create a human connection. In this article, we will learn in-depth about Digital Customer Experience.

Watch the video below to learn how Voxco can help you can enhance your overall customer experience.

What is Digital Customer Experience?

Digital customer experience involves customer interaction with your brand using your brand’s website or app. It refers to a customer’s interaction at various digital touchpoints and its impact on their perception of a company. 

There are many different digital channels that customers use to connect with the company like websites, apps, social media, email, live chat, etc. Customers expect a seamless and cohesive experience across all the available digital channels. Customers expect a website to load with a single click. 

You cannot approach digital customer experience the same way as traditional customer experience. Customers have different expectations from online businesses. 

They don’t think about the difference between the online and offline business processes. Customers want frictionless transition when they switch between channels. When they are interacting with a service rep, they expect it to be the same service rep even when the customer switches from call to live chat or some other channel. 

So, you need to provide a delightful digital customer experience by meeting their expectations and providing excellent service.

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How to Measure Your Digital Customer Experience?

You need to identify the customer segment whose experience is most important for your business. 

All of your customers are important, however, there are customers who are the VIPs for your business. You need to pay more attention to the digital customer experience of these customers. Monitor their customer journey and experience across every touchpoint. Use the data to fix the issue they faced and improve their experience. 

It is not practically possible to check and fix every aspect of your digital customer journey especially when your business is at the early stages. You need to identify key touchpoints that have the most impact on customer experience. Use the data gathered by observing customer interaction during these touchpoints and make improvements. 

Use NPS® , CSAT and CES surveys to track the customer satisfaction and experience with the brand. These metrics can help gather important data that can help you create strategies to improve the digital customer experience. The metrics help understand the customer sentiment and perception about a brand. Customer lifetime value grows by 306% when they have an emotional connection with a brand.

Importance of Digital Customer Experience

Digital Customer Experience Digital Customer Experience

Satisfy your Customers

  • According to 50% of customers, their digital experience influenced their purchase decision of a product or service. 
  • 73% of customers use multiple digital channels at the time of their shopping experience. 
  • 83% of customers want to be able to switch channels during their interaction with a company. 

Customers expect smooth, fast, and frictionless service from a digital business. To satisfy your customers you need to improve your digital customer service.

Increase Conversion Rate

  • 80% of millennial customers claim that they are more willing to purchase from a company that offers them a mobile portal for customer service. 
  • 50% of customers are likely to leave your website if it takes more than 3 seconds to load. 
  • While, if your website pages load in less than 3 seconds the bounce rate increases by 32%.
  • A poor Website experience reduces the likelihood of a customer’s return by 88%.

The poor your website performs the more likely you will have a low conversion rate.

Customers hold the company accountable for any inconvenience they face during their visit to your website or app. You need to monitor your digital performance and maintain excellent performance all the time to deliver a great digital customer experience.

Digital Customer Experience Strategy

Your customers expect a frictionless experience when they use your website or app to meet their needs. To provide a seamless experience you need to ensure that your digital channels work effortlessly when customers engage with these channels. You can assess your company’s digital customer experience from the customer’s point of view through six key areas as mentioned below. 

Channel Flexibility: 

  • Ability to switch between channels and continue where they left
  • Consistent data across all channels

Reachability:

  • Existence of customer’s preferred channels and reliability of the channels

Service Convenience:

  • Up-to-date data
  • Ability to access digital service and support

Purchase Convenience:

  • Frictionless digital transaction

Simplicity:

  • Simple customer journey and digital navigation

Personalization:

  • Personalized customer experience
  • Recognizing customers as individuals
  • Utilizing customer segmentation to meet preferences

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Practices to adopt for better Digital Customer Experience

Monitor customer’s Mobile Experience

  • 78% of customers use mobile devices to contact the company’s customer service. 
  • 82% of customers use it for product decisions.

Mobile phones are handy and easy to use. With all the new android features smartphones allow customers to compare products of different brands while shopping. They can compare your products or services with another brand. 

It is important that you design your digital customer experience to be mobile responsive when customers engage with it. 

  • Your website should adjust to the display size of the smartphone or tablet. It should display all the features and tools in the mobile device as it will on a desktop.
  • Your app should be compatible with android or iOS. Customers should be able to navigate through the app and website to look through your content.

Use Analytics to spy on Digital CX

  • Analytics can help you monitor digital customer experience throughout your website or mobile app. You can identify what is working best for your website and what is causing trouble. 

    • Analytics can help you figure out at what point of their journey customers are leaving without completing their purchase. You can identify if the same point has given trouble to other customers or not, and work to fix the issue to prevent churn.
    • You can identify which blog post or video has received more traffic. This can help you figure out what your customers like on your website. 

    Analytics can give you insight about how your customers are interacting with your company. You can develop strategies based on the insight to optimize their experience.

Omni-channel Experience

Omni-channel integrates multiple channels of communication in a single platform. 

  • Customers can use their preferred channel to contact the company. They can switch between the channels without losing any data and pick up their journey where they left. 

This increases the customer satisfaction which increases their likelihood of returning to purchase from your brand. It can also keep track of customer’s purchase history. 

Omni-channel provides customers a frictionless experience which they desire. Customers want their experience to be smooth and easy.

Artificial Intelligence to automate your business

AI has evolved over the years. It is no longer emotionless robots, but AI can help you add human touch to the customer experience. 

  • With AI you can create personalized digital customer experience. AI extracts customer data from your CRM and creates an email or messages that look like it was made especially for the customers. This helps customers believe that the company cares about them and treats them like humans and not like a customer ID. No.

Customers like to feel special and AI can help you give this special experience to the customers. AI enables you to give customers what they want and also add a human connection in the digital landscape.

Gather insight on Digital CX

As a digital business you are providing multiple channels to a huge customer base. This results in multiple interactions taking place across all digital touchpoints; all of which you need to track. There are many methods you can use to gather the insights on every interaction. 

  • You can track brand mentions in social media channels by using social media monitoring tools.
  • Company’s customer service team can use CRM or live chat to communicate with customers. They can use the tools to track and record the engagement to gather data about the customer. 
  • You can also gather customer insight directly from the customers by using surveys. You can use survey software to design and send surveys via email or add them on social media, apps or websites to gather insight from the customers in real time. 
  • You can use Customer Satisfaction Survey (CSAT), Net Promoter Score® (NPS® ), or Customer Effort Score (CES) surveys.  These surveys will help you collect the customer experience scores for your company. You can use the data collected to improve digital customer experience. You can follow up with the customers to collect more information.   

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Why Does Digital Customer Experience Matter?

Studies show that customers are willing to pay more for products sold by companies that offer a great customer experience. This shows that companies are no longer just selling products or services, but entire experiences. Organizations must therefore treat CX as a strategic asset that must be leveraged to increase their sales and customer lifetime value. 

When you can provide customers with a great digital experience across all channels, digital and non-digital, you make them feel content and valued. With customers increasingly interacting with brands through digital platforms, the importance of great CX continues to increase. 

Furthermore, due to the pandemic, digital transformation has accelerated drastically as many customers weren’t able to enter stores while following social distancing protocols. 

Rapid digital transformation gives organizations an opportunity to create an impression on customers by providing a frictionless digital CX using digital feedback programs and incorporating practices that enhance CX. 

Digital Customer Experience (DCX) vs. Customer Experience (CX)

Customer experience is an umbrella term that considers all interactions a customer has with a business, as well as their perceptions of the digital and non-digital touchpoints. Digital customer experience, on the other hand, is a part of customer experience that particularly focuses on the digital interactions a customer has with a business through channels such as social media, phone apps, and websites. 

Customers expect a seamless customer journey from start to end, across all touchpoints and channels. Therefore CX across digital channels (DCX) is not any more or any less important than CX across non-digital channels. Brands must aim to provide a seamless and consistent customer experience across all channels and touchpoints, allowing customers to switch easily between different channels as and when they please.

Advantages of Great Digital Customer Experience

When organizations are able to provide their customers with a great digital customer experience, they enjoy the following advantages:

  • Higher Customer Retention: Organizations that provide great CX experience higher rates of customer retention as customers are very satisfied with their experience and are therefore more unlikely to leave the company.  
  • Increased CLV: Increased customer retention will result in an increase in the customer lifetime value as the average customer will have a longer relationship with the company and hence make more purchases over time. 
  • Increased Customer Loyalty and Advocacy: Customers are more likely to be loyal to brands that can provide great CX. They may even choose to advocate for the brand by sharing the word of their positive experiences with others or on social media. 
  • Greater Brand Equity: When brands provide great CX, they enjoy greater brand equity as the social value of their brand increases as customer perception of the brand improves.

FAQs

You can assess if your Digital CX is good or not through these six key areas

  • Channel flexibility
  • Reachability
  • Service convenience
  • Purchase Convenience
  • Simplicity
  • Personalization

Fast, frictionless and responsive customer experience when they switch between channels while engaging with your brand is an indication that you are providing a great digital customer experience.

Some of the digital channels customers use to interact with a company are:

  • Social media like Facebook, Twitter, or Instagram
  • Live Chat
  • Email
  • Digital Kiosks
  • Mobile apps 
  • Company Website

Digital customer experience, or digital CX, refers to customers’ perception of your brand based on their interactions with it through digital channels (apps, website, blog, etc).

Many different metrics can be used to measure digital customer experience, including; 

  • NPS (Net Promoter Score)
  • CSAT (Customer Satisfaction Score)
  • CES (Customer Effort Score)

When brands are able to provide great digital CX, customers are willing to pay higher prices, be promoters of the brand, and are more likely to stay loyal to their business.

Organizations can adopt many different practices to enhance their digital customer experience. These are a few;

  • Provide an omnichannel experience
  • Use analytics to keep a tab on digital metrics 
  • Use machine learning and artificial intelligence to automate tasks
  • Gather insights on customer satisfaction regarding digital CX

 Digital customer experience focuses on customer perceptions of a brand based on customer-brand interactions through digital channels, whereas customer experience is a broader concept that focuses on customer perceptions of a brand based on customer-brand interactions through digital and non-digital channels.

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