Digital customer experience (DCX) is fast becoming a key factor in how consumers choose whom to do business with. Every digital interaction contributes to an overall feeling about your brand — which means digital touchpoints like apps and chatbots can play a big part in what customers think of your company.
What story do you want those interactions to tell? What kind of experiences do you want people to share with others?
This article covers five ways to assess and improve your digital customer experience so you can attract, delight, and retain your target customers.
But First – What IS Digital Customer Experience?
Customer experience, or CX, is the perception that customers form based on all of their interactions, in-person or online, with your brand. If CX is about carefully and consistently meeting your customers’ needs, Digital Customer Experience is the online expression of those efforts.
Digital customer experience is the part of your CX journey that involves digital interactions via your website, mobile app, social media accounts, digital kiosks, etc. Wherever your customers are engaging with your people, products, or services through the internet, it’s a digital experience.
DCX is their perception of those moments.
Brands with a great DCX provide a personalized and consistent online experience throughout the customer journey. Whether someone is considering becoming a client, placing an order, or searching for information, every digital interaction has to be easy and enjoyable.
5 Ways to Improve Your Digital Customer Experience
Technology is a wonderful tool for improving the customer experience, whether mining data for customer insights or leveraging AI for personalization. But technology alone can’t deliver an exceptional digital customer experience. Your DCX strategy must include a human component — one that focuses on customer care through empathy and authenticity. Here’s how to ensure your digital customer experience lives up to your users’ expectations.
Know your target audience
To deliver the kind of digital experience your customers will love, you have to know what they want. Who’s buying your product, and why? When they visit your website or app, what are they hoping to accomplish?
Delighting your customers requires knowing their goals, understanding their pain points, and providing interactions that meet their specific needs. The upshot? 68% of customers will spend more money with a brand that understands and treats them like an individual.
Here are three crucial steps:
- Use qualitative and quantitative analyses to learn about your audience. The more you understand their preferences and behaviors, the better you can create an experience that meets their needs.
- Apply a user-centered design process, which relies on deeply understanding your audience to craft usable, accessible digital interfaces.
- Incorporate personalization techniques to adapt the digital experience for individual users. More than anything else, this will help make the customer journey smooth and enjoyable.
Adopt an omnichannel mindset
Customers expect seamless interactions from brands throughout their journey, whether through digital or non-digital channels. In fact, brands with the strongest omnichannel customer engagement strategies retain an average of 89% of their customers, in comparison to 33% of companies with weak strategies.
Knowing that today’s consumers often jump from channel to channel as they browse, buy, or get in touch, DCX leaders embrace an omnichannel strategy. Note that this is different from a multichannel approach, where customers access multiple channels in separate interactions. An omnichannel approach integrates all digital touchpoints to create a seamless, personalized experience.
Here are a few key ways to create personalized experiences that resonate across all your digital channels:
- Use instantly recognizable brand elements and visual designs
- Make the transition from one channel to another easier
- Save search history and preferences across devices
- Synchronize ads and other promotional content
Get help from experts
Expert assessments can remove the guesswork around optimizing your digital customer experience. A digital CX audit, for instance, will show you what’s working and what could be better, as well as providing actionable insights and a prioritized roadmap.
CX specialists will look beyond the basic digital experience (clunky design, system bugs, etc…) to assess whether your digital channels are effectively serving your customers’ needs. A professional audit can help determine things like:
- Are there critical issues affecting usability and access?
- What elements of the journey most impact users’ experience?
- What are your competitors doing, and how can you differentiate?
- Where are your greatest strengths and growth opportunities?
Make customer feedback easy
Most companies know that customer feedback is crucial for improving the customer experience. But many fall short in providing easy, effective options for people to reach them.
Offering multiple, easy-to-use communication options across your digital channels is one more way to delight your customers. Help people engage with you via the medium of their choice, so they can communicate through the interface they’re most comfortable with.
That could be a chat function or contact form on your website, or the commenting and messaging features on your social profiles. Or, maybe it’s good old-fashioned phone calls and emails. Whatever the avenue, make it easy to find and intuitive to use.
One more thing: when someone does reach out, respond quickly. The faster a problem is resolved, the better the experience.
Plan for the post-launch reality
You might design and launch an amazing new website, app, or service that delights your customers and sends revenue through the roof. But, without a long-term plan to keep it effective and relevant, your digital CX will likely diminish over time.
To maintain the quality of customer experience across all your digital touchpoints, apply a measurement framework based on the principles above:
- Are you meeting users’ current and evolving needs?
- Do you provide a seamless omnichannel experience?
- Are you gathering — and implementing — user feedback?
Remember, too, that new technological trends are going to keep emerging and influencing consumer expectations. Be prepared to evolve what digital CX looks like for your business, especially if it means extending your digital services to new platforms or devices.
Putting the “C” in Digital CX
Technology has made so many things possible for today’s consumers that, ultimately, the power is in their hands. As digital capabilities continue to evolve, people may become increasingly selective about which brands earn their trust and business — and companies will need to make the digital customer experience more beneficial for both sides.
As you can see from the steps above, the key is putting your customers’ needs above all else.
If you’re not sure where to start, you’re not alone! We’ve helped dozens of clients dive into customer research, omnichannel strategies, and strategic planning for digital platforms. Reaching out to a digital CX expert (like Oomph) can help you do things right the first time, saving you time and money and, most importantly, building a foundation to get results.
Excited about crafting an exceptional DCX? So are we. Check out our DCX audit service to learn how we can help set you up for success.