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With 4.75 billion people using the internet and 28% of adults staying online all the time, digital media is becoming the mainstream channel for all the industries. Most of today’s business is shifting their business online. Companies are not only using digital platforms for advertisement but also to sell their products and services.
An entire company converting digital means the experiences provided to customers is through online channels. When you are a company that interacts with its customers more through digital channels, you need to create a seamless digital customer experience. You need to learn what works best for your website or app and improve the elements that are causing trouble.
Digital Customer Experience is used to refer to the total interaction a customer has with your company by using the online channels. The digital experience may include your website, mobile apps, social media accounts, and other virtual touchpoints.
Every aspect of customer interaction with the company is important. You cannot overlook if they had issues during order placement or payment. From WishList to Shopping Cart or from Newsletter Subscription to Contact Us forms, every point of interaction must be monitored and analyzed.
All of these touchpoints contribute to the overall digital customer experience. Everything that customers experience during their digital journey shapes their feelings and opinions about your brand.
Customer Experience is an umbrella that involves both the offline and online experience of a customer. In customer experience, you measure the experience they had through traditional service channels as well as the digital media customers use to interact with your company.
Digital Customer Experience is different in the sense that its sole focus is on the online experience customers have. Digital customer experience shows the human connection in its online form. For example, the Digital Payment method is used to make 59% of transactions every day.
Customers when they are using your app or visiting your website expect a consistent experience throughout their journey. They don’t differentiate between the touchpoints or stages. For them, it is your responsibility to see that they receive a smooth transition across channels. Make sure you have skilled employees who can ensure a smooth transition and seamless experience for the customers.
Focus on retaining the human element even on digital customer experience. Customers are aware that they have to provide data about themselves to the company. So, they expect brands to use these data and provide them a personalized experience. Customers don’t appreciate brands that treat them like an ID no. instead of a human.
Customers in the online world have different needs and expectations. So, it is important to make a clear distinction between digital customer expectations and general expectations. Strategies developed for customer experience cannot translate to a strategy for digital customer experience. Seek feedback from the customers who use digital platforms to interact with you and focus primarily on Digital Customer Experience.
Customers want the websites and the apps to be user-friendly and to ease their experience. However, if you don’t have the right information none of the technological advances will be helpful enough to keep the customers. Use the customer data and apply what you have learned from the data to improve the digital customer experience.
Digital Customer Experience is not only limited to digital-only brands. It is used by various industries to provide their consumers a seamless digital customer experience.
Banking: Customers can open a savings account by using the website of their preferred bank. They can set budget goals and track their spending. The customer can also receive SMS updates about their account balance.
They can also set a spending limit that tells them how much it is safe to spend taking bills and pending payments into consideration.
Education: Students can access digital lectures and textbooks through their University website. The students can track the progress of their learning. They can chat with their professors and set meetings with them.
Government: City Traffic police can monitor the traffic – vehicular and pedestrian – using Bluetooth sensors located throughout the city. They can share the traffic update with other departments. If the traffic is caused due to some issue other departments can be updated so that they can fix the issue. The city employee can also update the social media page to inform the residents of the traffic situation.
With more and more companies aiming for the same industry it is difficult to set a company apart from the competition. You want your customers to be able to differentiate your brand from the other companies offering similar products and services.
Among thousands of brands only a few offer unique and innovative products and services with differentiating quality. The only way left for a company to stand apart is to provide an excellent digital customer experience.
A company offering similar products as every other brand has to compensate with the way it interacts with the customers. Better service is the most preferred factor of all customers. The essential elements you need to keep improving are powerful digital experience and human factors to offer customer satisfaction.
Amazon used this knowledge and offered better digital service along with lower prices and created the most valuable company in the world.
Digital Customer Experience refers to the interaction of a customer with a company via digital technologies. The interaction may begin in mobile apps, websites, or social media.
Digital Transformation is the modification of a business using digital technologies. The aim is to meet the changing customer and business expectations and requirements converting the business into a digital business.
To measure your Digital Customer Experience you can use the basic CX metrics: