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Delivering an enjoyable omnichannel digital customer experience is no more a choice but a business imperative for organizations. Customer loyalty is no longer dictated by price or product but by the kind of experience, customers receive from brands. Today, digital consumers enjoy navigating a wide range of channels and shopping journeys, which makes it imperative for organizations to provide a frictionless digital customer experience (DX) platform. According to a study conducted by PWC, 86% of customers are willing to shell out more for a better customer experience – it also revealed that 32% of customers will walk away from a brand they love after a single bad experience.
The diminishing in-store trends in the wake of the Covid-19 pandemic have only accelerated the need for businesses to incorporate a holistic digital customer experience strategy in their digital transformation initiatives. Organizations need to think differently about their customer engagement approach and identify how digital fits into the overall customer experience journey.
At the heart of delivering a great DX is data, wherein organizations need to focus on streamlining and optimizing data – they must figure out whether they have access to customer data and whether that data is being analyzed to build insights for fine-tuning their DX. Clearly, there is a strong need for businesses to embrace the digital customer experience platform, wherein they need to break out of siloed systems and unify data streams to create a centralized system for unlocking customer insights. Brands need to consolidate data from diverse customer touchpoints with context to provide product information and experience to customers, wherever they are in their customer journey. Businesses can leverage technologies such as Artificial Intelligence (AI) and Machine Learning (ML) that can help organizations know their customer better as well as provide personalization content and products.
Businesses need to ensure their digital customer experience strategy is aligned with the larger corporate strategy for enabling real improvements. Enterprises need to strategize on how to migrate activities from traditional to digital channels and put in place a dedicated digital team, who is responsible for driving organization and cultural mindset toward digital transformation and CX experience.
Organizations can measure their omnichannel digital customer experience performance with the help of Big Data and CX analytics, using digital and social analytics such as web stats, digital affinity, and micro-segmentation as well as right-time analytics, including churn prediction, to drive maximum value from their digital customer experience activities. Enterprises must have a 360-degree view of customer interactions across all channels (digital interactions and traditional) to monitor channel preference, usage, and customer journeys from the customer’s perspective. A large chunk of this analysis can now occur in real-time, via customer insights and digital customer experience platforms, providing brands actionable insights at the right moment. Organizations must understand that it is not about making a sale but about building consistency across the customer journey that can result in customer loyalty.
Key Strategies for Driving a Great Digital Customer Experience
Customer Journey Map
Businesses can take the help of customer journey maps to understand the path a customer takes to get to your product, right from initial contact, through the process of engagement, point of sale and customer retention. Creating offline and digital customer journey maps enables enterprises to easily plot out multiple touchpoints, helping them provide a better-integrated buying process spanning across these touchpoints. Mapping and analytics help brands determine where they shouldn’t be for a few customer segments, thus saving on time and resources.
Consistent User Experience Across All Channels
Organizations are aware of how a poor DX can have serious ramifications for brands. Customers are talking to brands across different channels, which only makes it imperative for the latter to first understand the customer journey. They subsequently need to identify the key moments of their journey, where customer perceptions and loyalty are built, and optimize those moments to deliver a frictionless omnichannel DX.
Organizations are adopting an omnichannel CX approach as customers of today are more technologically savvy and favor digital channels – such an approach also reduces the need for live agents and drive substantial cost-savings. Thus, by being adequately aware of real customer needs and preferences across their omnichannel journeys, organizations can be successful with their DX efforts.
Buyer Personas & Personalization
Organizations need to create buyer personas that can help understand their customer needs enabling them to customize the content, messaging, and address the specific needs of different customer groups. Buyer personas provide a comprehensive understanding of customer likes, dislikes, and helps accurately identify target audiences through interviews and surveys, and can help personalize customer experiences. Personalized customer experiences ensure a seamless shopping experience across channels and help build consistent relationships with customers everywhere they interact with the brand.
Enabling Feedback Pathway
Organizations need to ensure a feedback structure in place for shaping a successful DX journey. Users need a platform to offer feedback to improve their digital customer experience. This feedback data is invaluable to improve the customer journey and once their feedback is implemented, customers know that you care. Overcoming any misstep in the customer journey starts with seeking feedback.
Organizations need to factor in what happens after users become customers and accordingly identify ways to ensure customers continue to enjoy a memorable brand experience post-sales – a crucial focus area to build brand loyalty and extend customer lifetime value. By adopting a never-ending omnichannel digital customer experience strategy, brands can not only build a reputation but also retain existing customers, ultimately impacting their bottom line.
Customers today are more savvy and demanding than ever before and have multiple options at their disposal. Organizations are only going to emerge winners by optimizing every customer touchpoint and delivering an exceptional omnichannel digital customer experience. New technologies will emerge and customer expectations will continue to evolve and organizations will have to adapt quickly to survive and thrive in this hypercompetitive marketplace.