People have high expectations when interacting with a brand online. They want a seamless customer journey and have no tolerance for disorganized interfaces.
The customer experience encompasses how and where a customer interacts with your brand. The digital customer experience includes your customers’ digital interactions with your brand as well as the impressions they take away about your brand, products or services, and customer relations.
In this article, we define the digital customer experience, outline some ways to enhance it, and discuss why doing so could benefit a company’s digital transformation.
What is the digital customer experience?
All of your customers’ digital interactions across all digital touchpoints with your brand are considered part of the digital customer experience. This includes the look and feel of your website, how long it takes to load, how simple it is to use, how you process payments, and how you use social media, emails, and customer engagement tools. So you ought to make an effort to make the entire digital customer experience as seamless as possible.
Focus on security improvements
A bad user experience could make it needlessly challenging for customers to do even the most basic tasks when they visit your website. And the more difficult you make it for customers to find information or even complete transactions, the more likely it is that they won’t trust your site to provide information about themselves.
So security is crucial to a great user experience. To ensure a frictionless digital customer experience, you need to find ways to protect your customers and every digital interaction they have with your brand. To get there, consider looking for a reliable identity and access management (IAM) provider, such as Ping Identity. Some of IAM’s major features include easy login, fast authentication, and seamless web and mobile interactivity, which can greatly simplify the digital customer experience.
Provide omnichannel customer service
Every brand today should strive to offer an omnichannel consumer experience—one that is consistent across all digital touchpoints. Why? Because companies with a successful omnichannel customer strategy in place have 91% higher customer retention rates than those who don’t.
This involves more than just preserving a unified appearance, feel, voice, and tone across all of your brand’s touchpoints. Making the transition from one digital experience platform or channel to another as smooth as possible is another aspect of creating an omnichannel customer experience. In other words, clients should consistently feel involved in your brand’s experience wherever they encounter it.
Simplify the experience
An effective digital customer experience is all about making it as simple as possible for customers to do business with you online. So you must simplify your customer digital experience.
Your visitors may feel uneasy if your website is significantly distinct from all the other websites in your niche. This is due to the fact that after having identical experiences a certain number of times, our minds create shortcuts.
Customers know where to look for specific buttons on a website. You will be creating friction even if you merely put those buttons in an unusual spot. And your objective should be to minimize customer effort and friction.
Foster a customer-centric culture
Everything comes down to culture. If your company is not focused on giving customers value and taking care of them, you cannot create amazing experiences, whether they are digital or not. Every action taken within the company has some sort of effect on the clients. Customer-centricity must be shared by the entire workforce.
Introduce consumer self-service programs
When they believe a chat with a real person will result in a quicker resolution, some customers appreciate the option of communicating with a customer service representative. However, when they have straightforward inquiries—those that don’t call for human interaction—they typically favor self-service solutions. In fact, research shows that 67% of customers prefer customer self-service options to calling customer care on the phone.
By giving customers a new method of being independent and effective in their hunt for pertinent and timely information, you can meet their demands halfway by investing in customer self-service tools like dynamic FAQs or AI-powered chatbots. Given that these smart solutions are available 24/7, it’s also a great way to provide customer support after regular business hours.
It is your responsibility to provide each and every one of your clients with a personalized experience, whether you have ten or tens of thousands of them. You’d be foolish not to seize every opportunity to leverage data to your advantage, given that customers are prepared to disclose personal information if it results in a better customer experience.
But bear in mind that personalization is no longer just a nice-to-have feature. Customers usually leave a website because they don’t find it tailored to their needs. Introducing minor adjustments across the digital client experience demonstrates your sincere concern for the demands and needs of your customers. Beyond just the satisfaction of the customer, it may actually pay off when done well.
Why is the digital customer experience crucial in 2023?
All businesses were essentially given an ultimatum by the lockdowns brought on by the pandemic: go digital or be forgotten. Consumers all over the world started to feel more at ease executing tasks digitally that they had previously expressed no interest in.
The digital customer experience can aid businesses in streamlining their operations, cutting expenses, and improving productivity. Customers may find what they need quickly and simply through self-service portals, chatbots, and other digital technologies, requiring less human engagement. Customer retention rates can be increased with good digital customer experiences. Customers are more likely to stay loyal to a business that offers a satisfying experience, such as prompt assistance when and where they need it.
Offering your customers a subpar digital customer experience is no longer an option. They anticipate a seamless, tailored experience across all of your platforms. You must comprehend them and give them priority in order to provide this. Each of your digital touchpoints contributes to the overall perception of your business and is part of the digital customer experience. You’ll notice the difference right away if you keep this in mind and make sure that your site offers everything you would expect a site you frequent to have.