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How to Build a Great Digital Customer Experience

<strong>What is digital customer experience?

Often abbreviated to DCX, digital customer experience describes a person’s digital relationship with a brand or company. We usually call this specific interactive relationship a Touchpoint. Digital Customer Experience is, in many cases, not about marketing, but about how to nurture and maintain relationships with customers. These Touchpoints materialise through different mediums and equipment:

  • During the search process, when a consumer looks for information about a business, shop or place.
  • When the user specifically visits a business’s website.
  • When a customer makes a connection with a business’s social media outlets.
  • Making a purchase either online or in person after researching the product online
  • Using online customer services such as email, chatbots or web form

Digital Customer Experience vs. Customer Experience

Digital customer experience is not necessarily always about the way we use our phones and computers, but it’s about getting to the heart of a person’s ‘digital culture’. It asks what the user requires of services and how it fits into and becomes a part of their lives. The analysis looks at a person’s daily life including their patterns of behaviour and what they dream of or need. The most desirable outcome is for the customer to not always be aware if the interactive relationship that they’re having with a company or business is digital or ‘real-life’. As digital and physical lives are becoming more closely related, people should be able to achieve their aims regardless of the channel. Therefore, the border between Digital Customer Experience and Customer Experience is becoming less distinct.

What’s required of a Customer Experience strategy is a comprehensive and integrated approach in order to avoid falling into the trap of failing at either Digital or Offline. A company may already have a successful Digital Customer Experience and as a consequence their Offline Customer experience may be inadequate, or vice versa. Therefore, an ideal approach is all-inclusive and wide-ranging, including both digital and offline customer experience strategy. However, often companies are not ready to embrace both strategies and should temporarily focus on one in order to improve their customer’s experience. However, assuming a company has a long established offline Customer Experience strategy, we’re going to explain how to augment the Digital Customer Experience.

How to create a great Digital Customer Experience

Coming up with best Digital Customer Experience requires being guided by certain rules that we’re going to lay out:

Consistency is key

  • All communications, whether offline or online need to conform to the same level of attentiveness. If an inconsistency between channels of communication arises, then there is a risk of jeopardising the help you are able to give. Polling suggests that a large amount of people, 73%, feel under-valued. These people would consider changing brands if there was an imbalance between the various channels of communication (email, webform, chat, twitter or in person).
  • Consistency between channels means that departments must be in conversation with each other. If a customer has a specific problem that they initially talk about on Twitter, then the responder from the email department must know exactly what’s happening. Lack of a consistent understanding from one channel to another is proven to lead to the loss of customers.
  • It is also important to maintain visual consistency between your channels. Each channel should conform to the same visible pattern, easily recognisable by each user.

Speed

  • Customers expect results, fast.
  • We live in an age of instant gratification and connectivity. People know that they can speak to others such as their friends or family at the touch of a button, and they want that same response from a company. An Experience department should grow at the same rate as the amount of inbound interactions.
  • While response times are very important, a key factor in your Digital Customer Experience is the speed of page loading times. 70% of customers, particularly younger ones, find page-loading duration of longer that 15 seconds a waste of their time.

Steam ears woman angry

Individualised Experiences

  • Customers who have come to expect a close, personal and comfortable interaction anticipate a similar relationship online.
  • This relationship should be consistent across all channels. Some channels such as chatbots and Twitter facilitate the possibility of nurturing a very friendly atmosphere. However, as an older and more business-oriented technology, email is predisposed to formal language. A company should pick a tone and stick to it across all devices and mediums.
  • A customer should be treated like a human with thoughts, feelings and complications. If they are treated more as a number that represents revenue then that feeling is often conveyed to them and they respond appropriately, by switching brands.
  • 66% of consumers have said that there is a high probability of switching brands if they don’t feel respected.

Feedback

  • Ensure the collection of feedback is a large part of your strategy.
  • Direct feedback through different means such as surveys, chatbots, email and feedback forms ensures ease of access. People are always keen to have their view expressed.
  • Consider the effectiveness of offering incentives for feedback such as a small discount, enticing consumers into giving their opinion.
  • Feedback can also be non-direct. The collection of non-specific user data is essential to understanding trends in customer action. This allows you to anticipate where the largest, most common problems are.

AI brings all these results together

The greatest tool in your belt to increase customer satisfaction is the increasingly complex but capable world of Artificial Intelligence. Companies that are seeking to predict their customers’ requirements can use these efficient analytical tools to better achieve these goals. These tools can help you achieve consistency among your channels, they can help with speed of response and they can help with meeting the ever-greater complications of an Experience department in the effective way your consumers have as their goal.

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