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4 Tips for an Improved Digital Customer Experience

Implement these strategies for the optimal digital customer experience.

When evaluating your brand’s overall customer experience, it’s crucial to stay on top of your company’s digital options for customer support and digital customer experience.

“Digital customer experience” (CX) is the term for the total of all online interactions that a customer has with your brand, according to inbound marketing expert HubSpot.

While digital customer experience is a familiar term for many companies and brands, consumers don’t give much thought to the name of what they’re experiencing when they seek answers to questions and issue resolution.

They simply expect your brand to offer a seamless, satisfying experience for online support.

“Customers don’t perceive digital channels the same way you do. They effortlessly jump from one digital channel to the next as part of their overall customer experience. They no longer distinguish between online and offline,” says customer experience software provider Qualtrics.

“To rise to the top in CX and improve digital customer experiences, you need to create personalized experiences that resonate across all your digital channels. This is called an omnichannel approach.” Consumers expect a smooth online purchase process, too.

In fact, around 82 percent of consumers turn to their smartphones to make a purchase decision, according to Google Consumer Insights:

“What they find online can influence their decisions right down to the very last minute before a purchase. After reading something on a smartphone, nearly one in four shoppers has changed his or her mind about buying something while in the checkout line.”

Read on for four tips for improving the digital customer experience.

1. Understand your audience

Your brand must know who your customers are before you can provide an outstanding digital customer experience. One way to know your audience is through buyer personas — profiles of a particular demographic, lifestyle, or other characteristics of certain groups of customers — to meet the expectations of your target audience, says HubSpot.

“You should also think about the customer journey, ” advises HubSpot. “For example, when a lead visits your website or app, what goal are they hoping to accomplish? Mapping out the customer journey can help you determine which digital touchpoints are most important for your customers.”

2. Provide an omnichannel experience

The more channels your company offers for support, the better your digital customer experience will be, prompting them to make more purchases down the road, says HubSpot. But offering multiple channels alone won’t cut it.
“Omni-channel CX makes sure those channels are speaking to each other,” says HubSpot. “Plus, an omni-channel strategy ensures that you’re creating a consistent experience for your customers.”

3. Standardize the omnichannel experience

Focus on “leveling the playing field” across all digital touchpoints by standardizing the quality of the experience your company provides, says Qualtrics:

“Standardize the quality of the experience you provide so that your customer enjoys a consistent experience whether they are opening a package and reading the delivery slip, downloading your app from iTunes or Google Play, or picking up the phone to call their local branch or office.”

4. Think long-term

With digital customer experience, your brand must create a “major ongoing program of improvements,” says Qualtrics. The goal: Increase customer lifetime value.

“You will need to recognize the scale and timespan, as well as the seismic potential for improvements,” says Qualtrics. “Be aware that the investments you make and the changes you begin to implement may not show results immediately, and that you will need leadership buy-in for your program if it’s to be successful.

“You’re not just changing processes – you’re changing culture. Be aware too that the project will never be over. Instead, you’ll be building a framework for continually improving, adapting, and excelling in a changing world.”