Let’s face it – customer experience and digital transformation go hand in hand. Today, digital transformation has impacted not only the customer experience but also digital challenges and potential opportunities. Great digital customer experience is about making customers feel understood and valued while creating easy, smooth, and convenient experiences.
So, what is a digital customer experience, and how it can be a game-changer for businesses? Let’s get you started.
What is Digital Customer Experience?
Digital customer experience is the interaction your customers have with your brand online. It includes customer support, researching for your products online, or simply using your mobile app. In a digital business world, there are two types of customer experiences – Omnichannel and Multi-channel.
Omnichannel is a seamless customer experience using two or more contact channels to solve any query or problem. On the other hand, multi-channel refers to a non-seamless customer experience using two or more contact channels to solve an issue. Simply put, those customers had to start a new conversation every time they used another channel to solve the same problem.
Benefits of Multi-channel Customer Experience
When a customer wants to connect with a company, they will communicate in a way that’s easiest for them. It could be through a text, email, social media, or even by using a chatbot. Both brands and customers prefer multi-channel CX as it appears better and easier for everyone. Just as Aberdeen’s group report says, businesses that create and give multi-channel CX will keep most of their customers (89%). To compare, the omnichannel CX usually keeps only one-third of its customers (33%).
Let’s take a closer look at the benefits they bring:
Catering to customers changing demands
Nowadays, customer’s demands are higher and their interactions with brands are more frequent. Therefore, they want efficient, timely, and convenient communication. They also want to talk to businesses through the digital channels they use on a daily basis. This strategy should employ various online communication tools and methods, including social media, direct messaging, video, and of course, good old email communication.
Fast and instant information
To promote and keep your customers happy, you need to offer them fast and instant solutions. If they get late replies or can’t get the answers they need, they’ll simply leave your webpage. The more unhappy customers – the higher the bounce rate. However, if you give them an option to contact you through a channel that’s easiest for them, you will create a smoother customer journey. And because of that, they’re much more likely to become part of your loyal base.
Digital Customer Experience Tip: Improving Bounce Rate using Chatbots
One of the most important parts of customer support strategy are the chatbots. More and more businesses decided to help their visitors by using artificial intelligence. One of the main reasons why customers prefer chatbots over customer support or live chat is accessibility because chatbots are available round the clock.
Predicting Customer Behavior
Great customer experience is all about the business’ ability to understand what their customers need. Research finds that 80% of customers are more likely to purchase from a brand that delivers highly personalized experiences. It helps you to predict their behavior, understand their needs, and improve their future interaction with your brand online.
Reducing Customer Churn
It costs much more to get new customers than to keep the existing ones. If you give your customer a flawless experience, they’ll stay with your brand regardless of competitive factors.
Channel Flexibility
A consumer interacts with a brand through different channels at specific touch-points. If you use a multi-channel CX strategy, your customers can easily switch channels without losing on seamless experience or getting lost in the communication history.
Personalized experience
The customer experience strategy will only work if you can deliver a personalized experience to every customer. A good CX strategy focuses on the customers and applies customer insights at every touch-point with the help of valuable consumer data analytics.
Revamp Your Digital Customer Experience Strategy
Facebook Messenger
Facebook Messenger gives transformative moments for businesses and brands to communicate and connect with customers. To take advantage of Facebook advertising’s full potential, you should learn how to run chatbots on ads. Chatbots communicate with the users using a chat interface and their main job is to make customers feel that they are interacting with a real person while providing the required information.
This is super useful for business because:
- It doesn’t make customers wait
- Creates personalized customer experience
- Lowers the bounce rate
- Reaches a wider audience
Digitial Customer Experience Tool: Email Marketing
Emails allow brands to take subscribers on a customer journey from the moment they sign up to the moment they buy their service. Regardless if they’re welcome emails, confirmations, discounts, abandoned cart reminders, feedback or surveys, every type of email has its own CX journey. If you give your customers a positive experience through email, they’ll recommend your products to their friends and family, and ultimately, become more loyal to your brand. To kick off this type of positive relationship with your subscribers, start by sending a welcome email.
Website Content
Your website is here to give all the information about your brand and ultimately generate sales. A good website focuses on its customers rather than selling. As a thriving business owner, make sure that your customers have a positive experience from the moment they land on your website. They need quick and easy access to all the info about the business, your goals, and how you can help them. To make sure you’re adding value to your customers, map out your content strategy for every stage of their journey. Your content strategy should include clear CTAs, gamification of customer queries, interactive dashboards, video customer service with manuals, FAQ, and more.
Self-service
With technology developing more and more each day, businesses are becoming more tech-savvy, and so are their customers. Self-service is all about supporting your customers without them having to speak or chat with a representative. Popular self-service options are FAQs, knowledge base, and online discussion forums.
Wrapping up: Digital Customer Experience Summary
The revolutionary adoption of technology and digital transformation gave room to new technological growth. Regardless of the industry you’re in, improved customer experience is a key to selling more, and keeping your customers satisfied and loyal to your brand. Your customers need to feel good while they interact with your brand because if they don’t, they will simply leave and do business with someone else. To create better and more personalized experiences, you need to keep up with the trends and needs of your customers. That’s why AI is no longer just a trend, but a must in the digital business world.
