What Is Digital Customer Experience (DCX)? — A Concise Guide In 2022

TL;DR: With the advent of digital channels, businesses have more opportunities to connect with their customers. And that’s where digital customer experience comes in!

By Julian Wallis
11 min read
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Digital customer experience is something that all businesses should be thinking about constantly. It can make or break your company.

What is it, exactly, and how do you create a good one?

In this post, we’ll answer those questions and more. So if you’re looking to create the best possible experience for your customers online, keep reading.

What Is Digital Customer Experience? 👨‍💻

Do you know that 67% of customers will pay more for a better experience?

That means your company needs to engage with customers and help them throughout the buyer’s journey as a genuine thought leader so that they have a better and more fulfilling experience.

The digital customer experience (often abbreviated as DCX) is what customers have when they interact with a company online. This can include anything from visiting the company’s website to interacting via their social media channels.

In other words, DCX refers to all online interactions a customer has with your brand. It may start on the website and include mobile apps and chatbots — or any other channels where the touchpoint is virtual (email or social media).

And what matters the most here? Is it cumbersome for customers to find information or ask questions about products/services you offer? Or does this process flow smoothly through each step until completion — and leave behind memorable moments along the journey that make customers feel delighted once it’s finished?

By creating a great digital customer experience, companies can significantly improve customer loyalty and increase sales. There are many ways to improve the overall customer experience, and here, we’ll explore some of them.

Customer Experience 🆚 Digital Customer Experience

Customer experience refers to the overall perception of your brand in the eyes of your customers. However, digital customer experience is built upon the cumulative interactions your customers have with your brand across digital platforms. That’s why digital customer experience management is a holistic approach to managing these interactions and ensuring that your customers have positive experiences with your brand on all channels.

Furthermore, DCX is an online expression of customer expression. Customer experience includes in-store and other interactions that are physical world based. However, DCX also goes one step further to have empathy-building through social media posts or by connecting with your customers on an individual level via email campaigns.

Whether they are online, ordering from their computer screen at home, or even waiting patiently outside an airport terminal, the way you market your brand should be thoughtful and consistent, no matter the medium. This means ensuring no customer experience gaps exist — whether online or offline. If customers are coming into contact with you digitally, guarantee that all interactions have uninterrupted service throughout.

You’ll need people skills too because, unlike traditional marketing techniques, which can take months out of one concentrated period for results — these days, someone needs both immediate feedback loops and long-term plan execution capabilities when dealing with businesses directly.

Why Does Digital Customer Experience Matter? 🤔

Whether through social media, live chat, email, mobile apps, or websites, it is essential to keep track of how well your company is performing from a customer perspective and work to continuously improve this experience.

By prioritising customer feedback and identifying areas for improvement, you can ensure that each touchpoint along the customer journey supports and strengthens the overall perception of your brand.

Digital customer experience is vital for all businesses, but it can be especially critical for primarily or exclusively online companies. In these cases, customers may never have the opportunity to interact with your brand in person, so it is even more critical to ensure that their interactions are interactive and positive.

digital customer experience

Digital customer experience management can help you create a seamless customer journey and ensure that your brand consistently delivers its best.

Here’s How You Can Manage Digital Customer Experience 💭

The human element is essential to the customer experience. We often talk about putting customers first, but many companies often overlook the importance of feedback and customer reviews.

This lack of connection can make all feel disconnected as they purchase products online without knowing what goes into making those decisions at every step along their journey with you. To win back trust and build relationships going forward and actively seek out opportunities for engagement, think of digital customer experience in the five steps below.

  1. To create an engaging message, you need to know your audience. What kinds of emotions do they feel when sparks are flying?
  2. Now that you have identified your target audience, it is essential to think about who they are. What do the customers in each buyer persona share?
  3. Arrange your content for each funnel phase to create a cohesive experience that drives customers toward completing their purchases.
  4. Maintain an integrated marketing campaign as it’s crucial to acknowledge more opportunities to connect with potential clients and retain current ones!
  5. The digital world is an ever-changing environment, so you need to personalise each experience, even if it starts with just the basics.

Importance Of Digital Customer Experience

We live in an era where excellent customer service is the difference between being just another company or standing out from everyone else. The brands that offer memorable experiences combined with powerful technology will have more engaged customers and higher satisfaction ratings than those without the three keys to creating unique digital customer journeys: a) Great products, b) Robust online presence, and c) Human connection.

The digital customer experience is a great way to provide accessible, efficient, and personalised service. It can help you retain more clients by giving them what they want when it’s convenient for their busy lives — whether that be through emails, software, web portals, or social media apps on their phones!

Some of the benefits of digital customer experience are as follows.

❄️ Increased Customer Loyalty

Every touchpoint that interfaces with customers can benefit from using real-time data about those contacts. Having interactions more personalised based on past behaviour patterns can also increase customer engagement. A better customer engagement leads to a better customer experience.

This means having access to up-to-date, accurate information within one’s platform and complete integration across related systems such as content management policies, a detailed buyer’s journey, and interactive media. Every aspect attends to improving the customers’ loyalty.

❄️ Increased Customer Retention 👨‍👨‍👦‍👦 

The digital customer experience is an excellent way to increase retention rates. With digital marketing, you can ensure that your customers always know what’s going on.

Enhanced customer experience will increase retention rates because people love being in touch via emails, apps, or social media updates with their favourite brands — even when they’re not shopping for themselves. They like to keep abreast of all the latest trends and developments in the industry.

❄️ Reduced Customer Churn Rate 👇

What’s the point of having customers if they are going to churn? With a high enough rate, it’s possible that people may end up leaving your business for one reason or another.

You can reduce this by providing them with a great digital customer experience, which will help keep their loyalty and make sure they stay around. If customers love using your mobile apps, websites, and social media chat features, they’ll be more likely to engage with you.

❄️ Greater Brand Value 💼

The digital world has allowed companies to provide a better service for their customers. For example, you can now order products or subscribe to services online and get them delivered right at home!

It is now more critical than ever for businesses to invest in improving their customers’ overall digital experience. With the rise of new technologies and mobile devices, customers crave instant gratification without any hassle from companies. In turn, they want something valuable but also not very time-consuming.

❄️ Reduced Costs of Service 💰

Digital Marketing reduces the cost of service by eliminating many inefficiencies and providing a more personalised and efficient experience for your customers.

With an ever-present mobile phone in hand, consumers can now get all of their eCommerce needs fulfilled conveniently. Similarly, digital marketing and online media have saved the expenses that would have otherwise been spent on traditional advertising.

Ways To Improve Digital Customer Experience 💪

It’s easy to measure and improve the customer experience online. All you have to do is gather data on each digital interaction, find insights in that information about how your business can better serve its customers, and then take action on those findings!

Here’s the breakdown of the three ways of improving customers’ overall digital experience.

1️⃣ Gather insights on digital customer experience. 👀

One of the common ways of gathering insights is by using social media monitoring and management tools, which are essential for any business’s social strategy. They allow you to monitor the latest trends so that your brand may be seen by audiences who will likely purchase from you or give your products or services some thought.

Customer Relationship Management (CRM), live chat services like Facebook Messenger Bot, along with customer support platforms such as phone calls or emails, can help sales teams keep track of direct engagements. They also give customers peace of mind knowing they’re being heard when necessary through interactive features and quick responses.

Similarly, customer experience surveying is a powerful way to gather direct customer feedback and quantitative data across digital touchpoints. This technique uses software that can send out surveys after interaction with your customers, such as an online purchase, visiting their websites, or even buying at a physical location (i e., a retail store).

The right type of survey might happen automatically depending on what else you’re doing online when it detects someone has been there for a while — so there is no need for them not to finish quickly!

2️⃣ Analyse and understand those digital insights. ✍️

Customers are experiencing your products or services in different ways, depending on where they interact with you. With the right tools and processes for intelligence gathering at every stage of customer engagement, it’s possible to get actionable insights into how customers feel about their experience so that you can improve what they’re seeing next time around.

The ability to read feedback as it happens is an essential part of customer experience surveying. That’s because any time-sensitive issues can be addressed quickly and easily with real-time data instead of waiting for a survey in the future when problems might arise and cause problems.

By categorising feedback based on keywords such as the location or product mentioned, customer service, and specific features, you can quickly see which areas need improvement. You will also be able to sort your responses into positive and negative sentiment categories to make it easier for the upper management when making decisions about future business practices.

Analysing and understanding digital insights thus helps them know what their target customers really think about them and act accordingly.

3️⃣ Take strategic actions to improve the overall digital experience. 👣

You’ve uncovered some great insights into improving your digital customer experience! It’s time to get started on implementing these changes.

Your first step should be going through all of the feedback you’ve received and ensuring everything is resolved for those customers who still need help. You can also reach out further than only during business hours — many consumers expect a response from companies within an hour or less, even at weekends (more so if it involves regular subscriptions or renewals).

Beyond resolving immediate issues, close loopholes in communication by sending messages or emails and letting people know how things have been fixed. In addition, this will keep your customers informed and happy.

Remember that conversation is the key in digital marketing. That’s why you should a) follow up with passive customers, b) make happy customers your brand advocate, and c) learn from the feedback of unhappy customers.

In Conclusion 🙌

We hope this article has helped you better understand digital customer experience and why it matters for businesses more than ever.

With the right platforms, you can have an effective digital strategy up and running. From sending surveys to collecting feedback through benchmarking data over time — we at WEBO Digital make it incredibly easy for businesses of all sizes to enhance their customers’ digital experience.

If you have any questions or want to learn more about how we can help you improve your customer’s digital experience, contact us today.

Published on May 12, 2022

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