The Digital Customer Experience

This article talks about the importance of the digital customer experience and the ways your company can improve this experience in order to close the customer feedback loop successfully.

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September 6, 2023

Written by

Cauliflower Team


What is the digital customer experience?

The average customer nowadays interacts with a company through a multitude of virtual touchpoints during their total customer experience. These touchpoints include anything from social media to smartphone applications to the user interface of online stores. 

The digital CX refers to the interactions customers have with various digital touchpoints. Because the market nowadays is overrun and competitive the only way to distinguish yourself from the rest is through an excellent customer experience and not a product. As a result, companies have a competitive edge in terms of client retention. 

The total scope of online interactions between consumers and your organisation is referred to as digital customer experience. DCX includes more than just your website; it also includes social media, mobile applications etc. 

A customer journey may look like the following:

They learn about your brand through social media, are persuaded to try your product because of a new subscriber discount they discovered through a Google search, make their purchase through your online store, and then contact live virtual support afterwards. If you have neatly fine tuned your digital customer experience, you’ll be able to lead the consumer through the aforementioned phases in a seamless journey. 

DCX differs from the Big Data method to online customer relationship management, because it focuses on direct interaction with consumers, via live customer support conversations with real employees. DCX focuses on good interaction skills and improving customer satisfaction rather than trying to increase sales or profits. 

The importance of digital customer experience

The ultimate objective of DCX refinement is to improve client satisfaction and enhance the likelihood of repeat business. 

Data shows that a successful DCX may be accomplished by stressing seamless, multichannel consistency across all channels - this is referred to as omnichannel digital customer experience. This implies that in order to provide a seamless digital experience and preserve your profitability, all of your customer-facing employees must be working together. 

Customers can build emotional attachments to brands if they have consistent omnichannel experiences that correctly represent your brand language and an individualised feeling of customer care. This will benefit your business greatly in the long run. 

Customers that have an emotional relationship to a brand are more likely to spend more and do word-of-mouth marketing. When it comes to brand loyalty and advocacy, Sitecore says that customers who have an emotional connection to a brand have a 306 percent greater lifetime value and are more inclined to suggest it to others.

DCX and CX are intimately connected; just as every large box store needs retail workers with the sharpest possible people skills, DCX-savvy businesses require customer-facing employees with exceptional people skills in their digital service and support teams. DCX methods that are cutting-edge focus on a crucial synergy. 

They mix a focus on people skills to enhance brand awareness and client retention with automated feedback analysis to equip their workers with actionable information from previous interactions. 

3 Steps to improve your digital customer experience.

  1. Close customer feedback loops

This is a follow-up to our previous post about the significance of listening to customer feedback, but this time we’re focusing on unsatisfied customers. 

Reaching out to consumers who have had unpleasant experiences, listening to them, and adjusting to their needs is essential. The objective isn’t merely to persuade these consumers to return; while some may, the most will not. 

Instead of repairing where you went wrong will avoid new adopters from experiencing the same problem in the future. Closing the customer feedback loop is the process of correcting mistakes based on unfavorable customer feedback. 

2. Track and resolve customer pain points

Customers’ journeys are viewed as a single, continuous whole by DCX-forward organisations. They create sophisticated client profiles, discover and fix pain spots throughout each customer journey, and tailor their approach in real time depending on what they learn in order to deliver competitive DCX. 

This is the other side of the sales data coin. While a sales team studies customer behavior to better push them to purchase, DCX customer data gathering focuses on determining what can be changed to ensure that the customer is pleased with their contact, whether or not it results in a sale. 

When demographic data and sophisticated behavior behavior analysis data are combined at each touchpoint, detailed individual customer profiles may be created, which can be used to generate unique landing pages, recommend similar goods, and predict customer care needs, among other things.

3. Making data and language accessible to both team and consumers

This is the most important step toward an effective digital strategy. Customer experience software is a type of software that helps you improve your customer’s experience. Internally, this translates to efficient and precise data preparation. Using cutting-edge automated customer experience tools, you can convert your clean data into actionable insights.