The digital customer experience (DCX) is a core component of every business’s marketing, sales, and customer support strategies within 2022 — or at least it should be. Customers expect a DCX that allows them to seamlessly move across channels and systems to interact with a brand.
Companies that execute DCX well experience increased customer satisfaction, retention, revenue, and brand loyalty. In this article, we’ll tell you exactly how to do it. The particular sections that follow will cover:
- The definition from the digital customer experience
- How to align your own DCX with the buyer journey
- 6 guidelines for optimizing your brand’s DCX
Let’s get started.
- The digital client experience includes every electronic channel: websites, mobile apps, IoT devices, social media, voice-activated devices and more.
- Customers are 3. 5X more likely to purchase again from a company after they have a optimistic experience.
- You are able to align your DCX strategy to the buyer journey with focused content, an intent-based internet site, and tailored communication stations.
- Responsive design ensures a seamless internet experience on any device.
- Brands powering their DCX with an omnichannel strategy retain customers from more than double the rate because those that don’t.
What is the digital customer experience (DCX)?
The digital customer experience (DCX) refers to the way your clients experience your brand across all digital channels — desktop, mobile, tablet, possessed apps, social media, voice-activated gadgets, IoT devices and more.
The DCX is an extension of in-person interactions customers have with your brand and today is often the primary method customers discover and connect to brands. It impacts customer satisfaction, is an essential part of constructing strong customer relationships, and it is important to controlling your overall brand perception.
It’s also a standard expectation from your modern consumer. In fact , consumers no longer see digital stations as separate from more traditional channels (if they actually did). Instead, as technology has become more integrated into the everyday lives, consumers possess expected brands to adjust their overall experience accordingly.
Today, consumers desire an absolutely seamless experience throughout channels. They want to be able to grab where they left away from on one channel and continue on another. They want to have personalized experiences with services plus product recommendations tailored to their needs.
From the brand’s perspective, it all depends upon one thing: making customers feel great when they interact with your brand. In fact , customers who price their experience as beneficial are significantly more likely to trust, recommend, and create additional purchases from that brand.
Image Source: XM Institute
Technology today makes it possible for brands to provide this hyper-personalized experience to consumers at scale. Still, it’s not as easy as simply adding digital communication channels and planning on the experience to level up on its own. To build a mature DCX that is seamless for the customers, manufacturers need to rethink their strategy from the ground up.
That starts using the buyer journey.
Aligning your DCX with all the buyer journey
Defining the buyer journey
Launching a true digital customer experience changes your buyer journey and effects the way people move from awareness through to purchase. Any moment you’re creating a new DCX or updating the one a person already provide, it’s crucial to revisit your buyer trip and align it together with your marketing channels, experience systems, and other customer touchpoints.
In its simplest form, the buyer journey looks like this particular:
Image Supply: HubSpot
First, identify which touchpoints occur throughout each phase of the buyer journey. Then, build a strategy that each makes your DCX optimistic at every stage and helps a seamless transition to the next one. Here are three methods to do it:
- Target digital content to different customer segments
- Build intent-based website
- Tailor communication stations to different customer needs
Targeting digital content
Your own digital content is often the first experience future customers have with your brand. But not almost all content is created equal within the eyes of consumers. The most precious content to them is content that meets their individual needs — which depends on their current stage from the buyer journey.
For example: someone exploring a brand new problem they’re experiencing needs different content than someone who has already evaluated solutions and wants to make a purchase. It’s under your control to create content for users at every stage and ensure it gets to them successfully. This is done mostly through keyword study and content marketing .
Build an intent-based website
Your website is equivalent to the storefront of the past. It’s the particular digital representation of exactly what your brand has to offer its customers. One way to ensure it will help to create the best possible DCX would be to build your website with purchaser intent in mind. In other words: can users find website articles that helps them fulfill their particular current intent.
That intent could be to:
- Get more details about your brand and products
- Contact a client support representative
- Sign up to receive emails or even subscribe to your blog
- Browse products and make a purchase
These are just a couple of examples. There is no one-size-fits-all method of building an intent-based website because there is no one-size-fits-all brand name or customer. The key here is to research your customers.
Know the questions they ask at each stage of the buying process. Use website analytics to learn how people connect to your site. Create a site structure and navigation map which allows customers to easily find the information — and take the actions — that corresponds with their stage of the buyer journey.
Getting pages are one example of a really efficient intent-based website strategy that makes sure users land around the right page at the right time.
Customize communication channels to different customer needs
Which usually communication channels are your clients using — and when? Knowing this enables you to optimize every channel for the best possible digital customer experience.
For example: when customers have questions about the pricing of your product, they may turn to your website chatbot more than any other channel. If that’s the case, you want to equip your chatbot in order to answer this question exactly the way you intend, providing precise and helpful answers that will keep users happy and moving along the buyer trip.
On the other hand, current customers who encounter specialized issues with your product may content customer support via e-mail. If that’s the case, you must have a strategy in place to be sure clients receive a prompt response that helps them resolve issues quickly.
There are 2 things to note here: one, you can (to some extent) control the channels customers use for different types of interactions by guiding them to all those channels wherever possible (your website, in welcome emails, etc . ).
Second, the most-utilized channels actually depend on the brand and the traits or behaviors of its customers. This may or may not be able to be controlled. An older demographic may simply lean toward email communication vs . in-app or chatbot interactions. If so, don’t fight the inevitable: optimize your DCX in order to align with clearly indicated preferences.
Guidelines for optimizing the digital customer experience
We know now that an enhanced DCX requires research plus strategy building unique in order to each brand. That said, there are best practices working across industries, customer demographics, and brand name niches that you should be sure to put into action as part of your plan:
Use responsive design
More than half of the world’s internet traffic is now happening on mobile devices. Today, 61% of users have a higher opinion of brands whose sites are optimized for mobile phones and other mobile devices. Responsive style is the answer. It changes the look of your website based on the device for optimal seeing and navigation.
Here’s an example:
Image Source: inVision
Execute a good omnichannel marketing strategy
Remember: customers view their particular interactions with your brand as you whole experience — not really a separate set of touchpoints. Applying an omnichannel strategy makes sure that customers can move seamlessly from channel to funnel without losing information or progress on a particular action.
For example: in case a customer creates a shopping cart on their desktop, they should be able to log in later from your app to access the saved cart plus finish their purchase.
Organizations that put into action a strong omnichannel strategy preserve 89% of their customers (compared to only 33% for those who don’t).
Image Supply: Invesp
The ability to provide an optimal electronic customer experience depends generally on what you know about your clients. A data-driven approach to DCX means leveraging tools like Google Analytics and other data tools through your email marketing system, social media sites, and mobile apps to measure and analyze customer behavior.
When you know how customers behave on your digital stations, you can learn more about their choices and continually refine your own strategy to improve their experience.
Personalize, personalize, customize
Customers value personalization. A vast majority — 80% — of consumers state they want a personalized encounter from brands. According to McKinsey, it’s one of those things customers take for granted until a brand will get it wrong. When they do, consumers don’t hesitate in order to leave for a competitor.
Personalize whenever possible throughout your digital customer experience. Use personal information in marketing communications (like names in emails). Customize product recommendations in order to user preferences. Train customer care reps to access historical details and remind customers that will they’ll use it to help them. All of these actions (and others that are similar) help create a more positive DCX and improve your customer relationships.
Maintain high accessibility
Customers have got higher expectations than ever regarding brand availability. Many customers even expect 24/7 assistance in some form or another. Electronic channels provide the tools required to do it. Be sure your DCX includes resources customers may access all the time to get their particular questions answered (for instance: an FAQ page or even an AI-powered chatbot) and clearly communicate when genuine human support is available for individuals who need it.
Gather (and use) customer feedback
Digital channels plus tools have also made it incredibly easy to collect and utilize customer opinions to continually improve your DCX. Simple rating systems (such a 5-star rating scale) or more involved feedback systems (like customer review sites) both provide opportunities to examine what customers have to say about your brand.
Be proactive about collecting customer feedback by asking clients to rate or come up with their experience. Minimize the impact of negative suggestions by responding quickly in order to negative comments or ratings and helping those clients resolve outstanding issues.
Finally, put processes in place to actually review customer comments, identify trends, and use feedback to improve the DCX.
Create high-value content to power your DCX
Your content is a foundational part of your electronic customer experience at every phase of the buyer journey. The particular team of writers plus SEO experts at Marketing Insider Group can provide you optimized, ready-to-publish articles every week for one year (or more) to power your own strategy.
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