Digital Customer Experience (DCX) is the totality of a customer’s interactions and perceptions when using digital channels to interact with a brand or company. Which includes all points of contact between a customer and a business in the digital space: websites, mobile applications, social networks, emails, online chats, and other digital platforms. Over time, your company may even have its own department dedicated to DCX. If you will wait to create such a department, we advise you to seek help from a campaign that deals with digital customer experience consulting.
The importance of a good DCX strategy
In the era of digital dominance, a well-developed DCX strategy is more than just a business requirement – it is a competitive necessity. A positive digital customer experience increases customer loyalty, improves brand reputation, and can significantly impact your bottom line. Customers today expect not only high-quality products and services but also a smooth and pleasant journey when interacting with a brand online.
Digital customer experience vs. customer experience
While customer experience (CX) and DCX share common goals, they differ in scope. CX covers the entire customer journey across all touchpoints, both digital and offline. DCX, on the other hand, focuses particularly on the online aspect of the customer journey. It involves optimizing digital interfaces, ensuring user-friendly navigation, and delivering relevant, personalized content via digital channels.
Digital customer experience best practices
- Prioritize user experience by creating intuitive interfaces and minimizing friction in customer journeys.
- Use customer data to deliver personalized content, recommendations, and offers, increasing engagement and satisfaction.
- Ensure consistency across digital channels to ensure a seamless customer experience as they move between platforms.
- Optimize websites and apps for different devices to adapt to the different ways customers access digital content.
- Deploy chatbots, live chat, and other real-time communication tools to quickly respond to customer inquiries.
DCX Trends
With the proliferation of technology, high-speed Internet, and the rise of digital customers, businesses must do much more to meet expectations. The multitude of trends emerging at one time forces them to look for a better and more holistic approach to communication and building relationships with customers.
- Trend one: omnichannel (omnichannel)
Digital customers expect a consistent, omnichannel experience. Communication across all channels a company uses must be seamless. Customers use countless communication channels and expect brands to use them too. They also expect companies’ marketing activities to be well coordinated.
- Trend two: Personalization
Compounding the omnichannel experience explained above is the increasingly growing need for personalization. Due to their short attention span and lack of patience, customers expect information that is immediately available and related specifically to a given topic. Personalization becomes the key to increasing conversion rates and maintaining a relationship with a satisfied customer.
A digital experience platform is a holistic approach to customer service
To meet the above-mentioned customer demands, companies must have the tools to deliver the expected experience. This is exactly the scope for a digital experience platform.
A digital experience platform is typically not a single software package, but a collection of software components that together allow a company to deliver the required experience.
The list of such software solutions may include, but is not limited to:
- Content Management System (CMS) – a very important part of DXP. It allows you to create and distribute content.
- Content personalization tools – they are often part of the CMS or an additional mechanism ensuring content personalization.
- E-commerce – more common in B2C in the past, but is becoming more popular in B2B.
- Analysis – With more data, analysis becomes even more important. Campaign analysis, customer segmentation, and personalization mechanisms depend on good analytical tools.
- Email Marketing Tools – Sending blind emails may be an outdated method, but sending customers offers and discounts is one of the easiest ways to upsell related products, cross-sell, or convert a one-time customer into a repeat customer.
- Campaign Management – All campaigns, including their content, emails, events, etc., must be managed unanimously.
- Reporting – to control all activities and their results. Spending on “digital activities” now constitutes a large part of company budgets, and calculating their return on investment (ROI) is a must.
All of the above elements must be integrated so that they can work closely together to deliver the desired multi-channel, personalized customer experience.
Conclusion
We are undoubtedly dealing with the era of digital customers today, and the coronavirus pandemic has only strengthened this. However, this does not change the fact that customers still use various, sometimes standard, forms of service provision. They need to be supported at every stage.