No organization is complete without a robust online presence to provide the optimal digital consumer experience. 65% of consumers indicated their website or app experience is “extremely significant” in their choice to suggest a brand. But, in today’s environment, merely launching a website and calling it a day isn’t enough. You must build an engaging, user-friendly, and delightful digital consumer experience for your audience.
Hardly sure where to begin? Consider this your one-stop shop for any digital customer experience. Continue reading to learn more about what it is, why it matters, and how you can use it in your business. In addition, consider some of the digital customer experience trends of 2022 that your team should be aware of.
What is digital customer experience?
The total number of online encounters a customer has with your brand is digital customer experience or digital CX. The majority of interactions occur on your website or app. However, social media, email, and live chat platforms affect how clients interact with your company online.
The Value of an Effective Digital Customer Experience Strategy
In today’s digital world, digital CX touchpoints such as chatbots and online forms play a growing role in how customers view businesses.
Creating a pleasant online experience with your product or service has become increasingly vital. Especially one that meets your target audience’s demands and expectations.
For example, prospective customers should be able to read your website’s information and understand why they should buy from you. Returning customers should also have access to customer success and support capabilities embedded right into your software’s user interface. In addition to addressing consumers where they are in the customer journey, a pleasant digital experience is crucial for customer delight.
- According to a recent Full Story survey, 74% of customers expect firms to use existing technology in innovative ways to deliver better experiences. Furthermore, 75% of customers demand exceptional experiences through modern technology. A robust digital CX strategy can assist you in accomplishing this.
- It enables you to predict and map how users will move throughout your web platforms. Furthermore, good digital CX provides a consistent experience that nurtures clients at each point of your flywheel. Gainsight Customer Success Evangelist Dan Steinman joined HubSpot’s “Gain Grow Retain” audio series to discuss digital customer success.
Digital Customer Experience vs Customer Experience
The digital customer experience is essential to the overall customer experience program. We understand that customer experience, or CX, refers to the impression you’ve left on your customers during their entire relationship with your brand. CX is the sum of your consumers’ encounters with your employees and products.
Consider digital CX, the online extension of your company’s CX strategy. It is the digital channel via which your customers interact with those people and things. And the impression they form depends on their experience. Now that we’ve introduced you to digital customer experience let’s go over some best practices for optimizing digital CX in your organization.
Digital Customer Experience Best Practices:
Understand your target audience:
Before developing a digital experience, your customers will enjoy, you must understand who they are. Buyer personas are an excellent approach to learning who is purchasing your product and why. Personas make it easy to personalize your digital CX strategy to your target audience’s individual wants and preferences. It would be beneficial if you also considered the consumer journey. For instance, what do you want a lead to accomplish when they visit your website or app? A buyer persona can help you influence which digital touchpoints are most important to your customers.
Omnichannel Customer Experiences:
Omni-channel interactions thrill clients because they provide them with more communication possibilities. People can interact with a business on a medium they are familiar with rather than being compelled to work on an interface they are unfamiliar with. Your clients will be happy if you support additional channels. They’re also more likely to buy from you again. However, simply existing on several tracks is insufficient. Omni-channel CX ensures that those channels communicate with one another. Furthermore, an omnichannel approach ensures that your clients have a consistent experience. It’s far easier for users to interact with your material when you engage them on the mediums they’re already using — providing a seamless experience between them.
The distinction between omnichannel and multichannel customer experience is often blurry.
The definitions of each strategy reveal many commonalities at its foundation. However, they also vary in significant ways. Some of the key parallels and contrasts between the two are shown in the infographic below-
Take note of mobile experiences:
Whether you have a comprehensive website or a useful app, it is critical to prioritize the mobile experience. After all, mobile devices are used by more than 90% of the global internet population. This is because smartphones enable users to compare firms while shopping.
They can compare your brand to your competitors before making a purchase. If your website or app does not appear to meet their needs, chances are your products will not as well. Make sure your digital consumer experience is mobile responsive while designing it. The layout adapts to the smaller screen size when viewed on a device. This significantly impacts the user experience and makes the navigation of content considerably easier.
It would help if you were searching for new ways to improve your digital strategy like you would any other aspect of your organization. Fortunately, having reporting tools that track your digital consumer experience makes this easier.
For example, services such as Google Analytics and Apple’s App Analytics are available to track the features and pages that customers use the most and assist your team in identifying friction within the app or website. You may remember where leads are leaving purchases and try to reduce churn. Returning customers, on the other hand, can review their favorite tools and alter your page navigation so they’re easier to find when they revisit your site.
Other parts of your digital CX can be measured apart from your website or app. If you utilize email, you can enhance your open rates by personalizing your outreach approach. Alternatively, if your brand is active on social media, you can track brand sentiment and engagement to improve your content further. Knowing how customers interact with your offerings allows your team to adjust your digital CX strategy effectively.
Capture customer feedback:
Another method for gathering information is to solicit comments from customers. After utilizing your website or app, have them complete a survey and tell you if they would suggest it to their colleagues. The survey can collect qualitative and quantitative data about your digital customer experience with a Net Promoter Score, or NPS. This should give you a good comprehension of how clients receive your material.
Perform user testing:
Another method for determining how much clients enjoy using your digital sites is to conduct user testing. A small set of customers is asked to test your product in this environment. After that, users give input on specific parts of the user experience. This allows you to fine-tune your website or app before making it available to the rest of your consumer base. While there are other user tests, usability testing is the most common. Usability tests determine how simple your product is to use and navigate. A primary job is assigned to each participant. They are then graded on their capability to complete it. This demonstrates to your development team the usability of your website or app.
Focus on the future:
The digital world is rapidly evolving. As a result, your strategy must develop as well. Your digital CX plan in 2022 may seem very different when next year comes around. As technology evolves, new trends will arise and influence customer perception. Pay close attention to these developments and be ready to modify what digital CX looks like for your company.
It’s vital to remember that customers don’t typically consider the various stages of their journey the same way marketers do. People want consistency across all platforms and throughout the whole experience with your business, whether the contact is physical or virtual, offline or online. It’s all one experience with your brand for them. Make sure you have the people skills and technical knowledge to carry out digital marketing while guaranteeing a smooth transition between two overlapping worlds. Excellent digital customer experience is no longer optional. It is a significant differentiation for every company. Customers are more engaged, satisfied, and loyal to brands that integrate the three essential ingredients of exceptional products, powerful digital experiences, and unforgettable human connections.
How Can Survey2Connect help?
Survey2Connect is used by some of the world’s most trusted companies and has been successful in managing their customer experience efficiently over the past years.
Survey2Connect provides a one-stop solution for all your experience management needs. With S2C you find the right answers to take timely actions. Get in touch with us for a demo.
Was This Content Useful?
Read more about Experience Management and Market Research