In 2022, the digital customer experience (DCX), is an essential component of any business’s marketing, sales and customer support strategies. Customers expect a DCX that allows them seamlessly to move between channels and platforms in order to interact with brands.
Companies that do DCX well have higher customer satisfaction, retention, revenue and brand loyalty. We’ll show you how to do this. These sections will be covered:
- Digital customer experience:
- How to align your DCX and the buyer journey
- Six best practices to optimize your brand’s DCX
Let’s get started.
- Digital customer experience encompasses all digital channels: mobile apps, IoT devices (social media), voice-activated devices, and websites.
- After a positive experience, customers are 3.5x more likely to buy again from the company.
- Your DCX strategy can be aligned to the buyer journey by using targeted content, a intent-based website and customized communication channels.
- Responsive design allows for seamless web browsing on all devices.
- Customers are more likely to stay with brands that power their DCX through an omnichannel strategy than those who don’t.
What is the digital customer experience?
Digital customer experience (DCX), refers to how customers experience your brand on all digital channels, including desktop, mobile, tablet and owned apps. It also includes social media, voice-activated devices, IoT, IoT, and other devices.
The DCX extends the in-person interactions customers have to your brand. It is often the first way that customers interact with brands. It has a significant impact on customer satisfaction and is essential for building strong customer relationships.
This is a common expectation for modern consumers. Consumers no longer view digital channels separately from traditional channels, if ever. Consumers expect brands to adapt their experience as technology becomes more integrated in our daily lives.
Consumers today want seamless experiences across all channels. Consumers want to be able pick up from one channel and move on to the next. They desire personalized services and product recommendations that are tailored to their specific needs.
It all boils down to one thing for a brand: making customers feel happy when they interact with your company. Customers who rate their experience positively are more likely to recommend your brand and make additional purchases.
Image Source: XM Institute
Today’s technology makes it possible for brands today to offer this highly personalized experience to their customers at large. It’s not as simple as adding digital communication channels to expect the experience to improve on its own. Brands need to completely rethink their strategy in order to build a mature DCX that is seamless for customers.
It all starts with the buyer’s journey.
Aligning your DCX and the buyer journey
Definition of the buyer journey
A true digital customer experience can transform your buyer journey and impact the way people go from awareness to purchase. It’s crucial to review your buyer journey when creating or updating a DCX.
The buyer journey in its simplest form looks like this:
Image Source: HubSpot
First, determine which touchpoints are present at each stage of the buyer’s journey. Next, create a strategy to make your DCX positive at each stage and allow for seamless transitions to the next. There are three methods to accomplish this:
- Different customer segments can be targeted with digital content
- Create an intent-based website
- You can tailor communication channels to meet different customer needs
Targeting digital content
Digital content is often the first impression future customers have of your brand. Consumers don’t view all content the same. They value content that is tailored to their needs, which is dependent on where they are at the moment in their buyer journey.
A person who is trying to solve a problem for the first time will need different content than someone who has already analyzed solutions and is ready to buy. You have to make sure that users are reached at all stages of the content creation process. This can be done mainly through keyword research and content market.
Create a website that is intent-based
Your website is the equivalent of the storefront from the past. Your website is the digital representation of your brand’s offerings to customers. It is important to design your website with buyer in mind to make sure it creates the best DCX possible. This means that users can find content on your website that fulfills their current intent.
This could mean:
- Find out more about your brand and the offerings you offer
- Talk to a customer service representative
- Register to receive email notifications or subscribe to your blog
- Browse through the products and then make a purchase
These are only a few examples. Building an intent-based website is not a one-size fits all approach. This is because there are no single brand or customer. Research your customers is the key.
Find out what questions they are asking at every stage of the purchasing process. You can use website analytics to see how visitors interact with your site. A site structure and navigation map should be created that allows customers to find the information they need and then take the appropriate action.
One example of an effective intent-based strategy for a website is landing pages. They ensure that users land on the correct page at the right moment.
You can tailor communication channels to meet different customer needs
What communication channels do your customers use — and when? This information will allow you to optimize each channel for the best digital customer experience.
Customers may use your website chatbot to ask questions about pricing. If this is the case, your chatbot should be able to answer questions about pricing and provide helpful and accurate answers to keep customers happy and move along the buyer’s journey.
Customers who have technical problems with your product might contact customer service via email. To ensure customers get prompt and efficient customer service, it is important to develop a strategy.
Two things are important to remember here. One, you can control which channels customers use to communicate with you. This is possible by directing them to the appropriate channels whenever possible (your website or in welcome emails). ).
The brand’s customer behavior and traits are the key to which channels are most popular. These can or may not be managed. A younger demographic might prefer email communication over in-app chatbot interactions. Don’t resist the inevitable. Optimize your DCX to match clearly identified preferences.
How to optimize the digital customer experience
It is now clear that optimizing DCX requires the development of a strategy and research unique to each brand. There are many best practices that work across industries, customer segments, and brand niches that should be included in your plan.
Use responsive design
More than half the internet traffic in the world is now occurring on mobile devices. 61% of internet users today have a higher opinion about brands whose websites are optimized for smartphones and other devices. Responsive design has the answer. Responsive design alters the appearance of your website according to the device. This allows for optimal viewing and navigation.
Here’s an example.
Image Source: InVision
Implement an Omnichannel Marketing Strategy
Customers view all interactions with your brand as one experience, not as a series of touchpoints. Customers can seamlessly move from one channel to another without losing progress or information. An omnichannel strategy allows customers to do this.
If a customer creates an online shopping cart, they should be capable of logging in from their app later to access their saved cart and complete their purchase.
An 89% retention rate for organizations that have an omnichannel strategy is better than the 33% who don’t.
Image Source: Invesp
Your customers are the most important thing in delivering a great digital customer experience. Data-driven DCX is based on leveraging data tools such as Google Analytics, social media sites, mobile apps, and email marketing platforms to analyze and measure customer behavior.
Knowing how customers use your digital channels can help you to understand their preferences and improve your strategy.
Personalize, personalize, personalize
Customers value personalization. A large majority of customers, 80%, say they value personalization from brands. McKinsey says it’s something that customers assume is standard until the brand does it wrong. Consumers will leave for their competitor if they make mistakes.
Personalize your digital customer experience wherever possible. Personal information can be used in communication (e.g. names in emails). Personalize product recommendations to customer preferences. Training customer service reps to access past information and reminding customers that they will use it to assist them is a good idea. These actions, and others similar, help to build a positive DCX. They also strengthen customer relationships.
Maintain high availability
Customers expect more from brands in terms of brand availability. Customers expect 24/7 support. Digital channels offer the necessary tools to achieve this. Make sure that your DCX has resources that customers have access to at all times. This could include an FAQ page or AI-powered chatbot. Also, communicate clearly when human support is available.
Customer feedback can be collected and used
It is now easier than ever to gather and use customer feedback via digital channels and tools to improve your DCX. You can read the opinions of your customers using simple rating systems, such as a 5-star scale, or more complex feedback platforms like customer review sites.
Ask customers to rate and write about their experiences. Negative feedback can be minimized by quickly responding to comments and ratings, and helping customers resolve any outstanding issues.
Finally, create processes to review customer feedback and identify trends.
High-value content can be created to power your DCX
Your content is an integral part of your digital customer experience, at all stages of the buyer’s journey. Marketing Insider Group’s team of SEO experts and writers can provide you with optimized content that is ready to publish every week for a year or more to help power your strategy.
Contact us to find out more about our SEO Blog Writing Service.
Marketing Insider Group’s post How to Deliver a Remarkable Digital Customer Experience was first published on Marketing Insider Group.
By: Michael Brenner
Title: How to Provide a Remarkable Digital Customer Experience
Sourced From: marketinginsidergroup.com/content-marketing/how-to-provide-a-remarkable-digital-customer-experience/
Published Date: Mon, 11 Jul 2022 10:00:52 +0000