Digital Customer Experience: A Beginner’s Guide
To stay relevant in today’s competitive environment, it’s crucial for companies to go digital. According to Forbes, 89% of all the companies have already adopted a digital-first strategy.
But is it enough to create a site or social media pages? Not really. To attract and retain customers, you must create a customer experience that’s engaging, user-friendly, and delightful. It can be done by assisting and helping your customers throughout their ‘digital’ journey.
According to Statista, 2018, 1.8 billion people worldwide purchase goods online, and global e-retail sales will go up to $4.8 trillion by 2021. Hence, digital customer experience will play a huge role for businesses to reap the rewards in today’s business landscape.
Great digital customer experience should ensure the customer is not only valued but understood as well. Through this post, we will share everything you need to know about the digital customer experience. So, let’s begin:
What is Digital Customer Experience?
Digital customer experience is the impression of your digital presence on the customer. Understanding how people are interacting with your brand online is of utmost importance. Organizations must connect with customers on an emotional level to succeed in the digital landscape. Allowing customers to give feedback and report issues can help organizations to improve and update their offerings as per suggestions of the target audience.
To create a delightful customer experience and attract the audience, your website and social handles should meet the needs and expectations of your target audience. Your content should be simplified and as per your potential leads. Your customers should be able to navigate through the content easily and should be exposed to the content, which could lead them to buy your product or avail your services. Also, your customers should be able to buy or avail your service easily through any medium(website or any of the social media handles). It will create a positive and lasting impression on their minds.
Let us now look at some of the best practices you can adopt to improve the digital customer experience for your customers.
Digital Customer Experience: Best Practices
- Customer Feedback
The critical yet very neglected practice is taking customer feedback. Communities and conversations around your brand can have a significant impact on your business. These can influence a customer’s brand choice. Hence taking feedbacks and working on the same can help you communicate your brand value to your customer in a better way.
Have your customers fill out surveys or forms after using your website and ask them if they would recommend the same to their peers. Ask for any problems faced or suggestions. It will make the customer feel valued.
To optimize your site, use analytics tools such as Parse.ly, flurry, UserTesting, etc. Monitoring digital customer experience becomes easy if you have reporting tools available.
These tools track the features and pages most visited by your customers and help your team identify pages that were bounced back. It will help you improve your site’s performance. With this, you’ll know where your customers are abandoning your site and help you reduce your churn rate. Also, for repeat customers, you’ll know what they liked before, and you can suggest a similar product or offering from your portfolio to them.
This will increase your customer engagement and subsequently improve user experience.
- Instant Availability
Empathetic conversations with your customers can help you earn back a lost and frustrated customer. Customers now expect an instant response to their queries and complaints. According to social media reports, customers expect a response to their query within 30mins – 1 hour and will only wait for 15-30 mins for a response to a complaint.
As the world moves majorly to social media, customers put up queries and complaints via such sites and expect an immediate reply for the same.
- Social influencers
Another way to improve digital customer experience and influence customers is by onboarding social influencers. Social influencers can change the opinion of your audience about your product in an instance and help to create a valuable and lasting impression.
- Pay attention to the mobile experience
More than 82% of people shop via mobile phones. If your sites aren’t responsive and adaptive for mobile users, then you may lose the majority of your customers. Hence, always ask your developer to check for mobile responsiveness while creating the website.
- Omni-channel approach
Having an omnichannel approach to your business will increase your customer delight and satisfaction level. People should be able to engage with a business on a medium they are comfortable using instead of being forced to use a platform they have little or no knowledge of.
Digital Customer Experience: Trends
- Use of AI
AI can be used to automate your business processes and personalize the experience for your customer. For example, you can use AI to send personalized emails to a mass audience. AI can pull data from CRM and can send personal messages to your customers. These messages and emails look as if they were written specifically for them by someone. AI can also be used to recommend products on the basis of your customer’s previous purchase; this improves decision making and reduces the time for the customer.
As AI continues to evolve, we can expect some more features to be introduced in the marketplace. Customers crave personalized experiences, and AI is the perfect tool that could help businesses achieve more in a personalized way in much lesser time.
As the technology evolved, customers demand immediate solutions or answer to their problems, be it simple or complex. As a human cannot be available 24/7, chatbots come to our rescue. A chatbot is trained to answer the question in a manner that could be of value to customers.
A typical chatbot can be configured to answer 80% of service questions, which reduces the pressure on support teams significantly. With chatbots, your support team can focus on more complex and time-sensitive issues.
- Augmented Reality tools
AR, i.e., Augmented Reality is the real-time use of information in the form of text, audio, image, and other virtual enhancements integrated with real-world objects. Say, you want to try a dress, without actually wearing it, AR can help you do that!!
You can let your customers test your products with the help of AR. It helps both customers and businesses. Businesses can keep an AR product, and only when a customer agrees to buy, they can have it processed. As a customer, you can try out the product before investing your money in it. For example, this will mainly help in online shopping; if a customer could try clothes and decide then, it will reduce the chances of returning them back.
- Personalized customer experience
With the help of CRM and other tools, you can have easy access to your customer’s information. As mentioned earlier, customers crave attention and personalization. With the data at your fingertips, you’ll know what the customer wants, when he needs it, and how can you make an offer which can be irresistible for him. Automating personalization can help you maintain delightful customer experience as your business grows over time.
Understanding digital customer experience is the first step to optimizing your site and social handles. From there, you go to a gathering and then analyzing your customer’s data and behavior. You can take note of their feedback and implement the same if relevant. Slowly but gradually you will start seeing higher responses and greater audience engagement. But you shouldn’t stop there! Improving customer experience is a continuous process, make sure to adopt the latest trends, work on feedbacks, and close the loop. IO Digital Marketing help Companies and authorities redefine how they serve associated clients and operate.There are different services like Marketing bpo services , BPO services providers of Business process management in IO digital.