In recent years, everybody has been obsessed with customer experience (CX). Today, however, it seems that experience as such is no longer enough — everyone is talking about digital customer experiences.
Things are changing really fast in the CX landscape. Just three years ago, Gartner found that for 58% of customers, digital experience had no effect on their purchase decisions. Today, 81% of businesses find digital customer experience extremely or very important, focusing a large share of their attention on building unique experiences.
Why is digital customer experience gaining such traction? As technology evolves and customer journeys move to the digital space, businesses must meet them there to ensure satisfaction and loyalty, which, in turn, strengthens the brand’s competitiveness. This post will explore digital customer experience and outline a roadmap for building it.
The term “digital customer experience”, or DCX for short, describes any interaction between a customer and a brand via digital channels — websites, chats and chatbots, email, or social media. When you browse a company’s catalog on the website, read reviews on a social network, or open an email, you are engaging with a digital touchpoint and perceiving a DCX.
Many interactions represent digital customer touchpoints: online ads, social media posts, surveys, push notifications, support chats, and more. Each contributes to the overall digital experience the customer has with your brand, affecting their further buying behavior.
Just like regular customer experience, DCX is defined by three main components: success, effort, and emotion.
Emotion has the strongest effect on the overall experience. For customers, the most important thing in their interaction with your brand is how it makes them feel. This gives you a great clue about how to build relationships to create the best CX.
Today, customers expect good experiences from every business they deal with. As many as 54% of them would prefer slow-moving traffic to poor CX. The same applies to digital customer experience, as, in the customer’s mind, there is no difference between regular and digital CX. They want to get an equally good experience at every touchpoint, digital or otherwise.
An effective DCX strategy brings a number of valuable long-term benefits for brands.
Customers perceive experience as a unified concept creating a generally positive or negative sensation. For brands, however, creating a smooth digital customer experience journey is a multi-part task, where each component is important.
You should aim for an intuitive journey across your brand’s digital platform that creates a feeling of success and accomplishment. To build a positive UX, pay attention to the following components.
By using customer data, you can create tailored experiences to reach individual customers and boost satisfaction. As many as 71% of customers expect a personalized approach, so it is a good idea to adopt the following personalization techniques.
Strive to create consistent experiences at every customer contact channel. Here’s how to achieve them.
Building an effective digital customer experience strategy may be daunting. To help you get started, we outlined a basic roadmap for implementing great DCX.
Any marketing strategy starts with researching your customers. By defining your target audience and customer persona, you will understand how to create digital customer experiences that reach them. This is how you do it.
To create great digital customer experiences, you need to understand where and how interactions with customers occur. This knowledge will help you optimize experiences at each touchpoint. Consider the following aspects when doing so.
By providing multiple communication channels, you facilitate customer interactions with your business. To create a perfect digital customer experience, make sure all channels comprise a cohesive ecosystem and are easy to switch between.
Take into account the factors below before going omnichannel.
☝ Note, however, that a multichannel approach may lack cohesion and seamlessness, as all channels are maintained more or less independently.
With the number of mobile users worldwide forecast to reach $7.5 billion by 2025, businesses are adopting a mobile-first approach, creating products and experiences focused primarily on mobile device use. Consider these methods if you want to do the same.
Even if you provide full-scale support, allowing users to reach out to a customer service rep, never ignore self-service resources. For the majority of people — 73%, to be exact — the ability to resolve issues independently is important.
With the growing adoption of AI and, especially, generative AI, customer interactions are transforming. The broad analytical and text-generating capabilities of AI tools open new dimensions in building unique digital customer experiences. Here’s how to use AI to grow your business.
Implementing a system of tools and measures for building digital customer experience is just the beginning. To assess the performance of your techniques and make the necessary adjustments, you need to listen to your customers’ feedback and continuously act on it.
Use the following techniques to do that.
In today’s technology-driven world, digital customer experiences cannot be ignored. Customers interact with brands over digital touchpoints more and more often. Your success in the digital universe directly depends on choosing the right strategy for building CX and being ready to change when change is needed.
We hope our roadmap of building an actionable digital customer experience strategy helps you create or improve your customer interactions and establish a strong bond with your audience, boosting your sales and competitiveness.
Juliia Serdiuk is an Outreach Specialist at HelpCrunch, an all-in-one customer service software company. She excels in strategic outreach campaigns, connecting businesses with top-tier customer service solutions.
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