It is a misconception to think that digital customer experience is having a modern website with the right design and template. Although this is an integral part of pleasing your clients, the real magic of the digital experience rests in how well you understand your customer’s expectations, and your business’s ability to design around those expectations.
Some people may complain that we live in a world that expects instant gratification. The jury is still out as to whether this is a good thing, but one thing is sure, customer habits and expectations have changed as a result of the improvements to technology.
In addition to the shift in expectations, customers have gained the ability to express their opinions publicly. Whether your company offers a product or a service, customers are constantly evaluating you in an open forum. These opinions are represented on a range of platforms, from social media to Google and Amazon reviews. These opinions matter. Customers now have the opportunity to conduct research and develop informed assessments before they make a purchase. It should not come as a surprise that digital experiences have a significant impact on how customers evaluate your company and your competitors.
At the heart of any customer experience is resolving issues. Digital customer experience focuses on using different technologies and channels to address these issues. The objective, albeit vague, is a simplicity that relies on predicting customer behaviors to create consistent outcomes that meet expectations.
Digital experiences extend beyond sales and marketing. Although digital can improve conversions and lead generation, it is also about retaining and informing your customers. Customer expectations don’t end after a sale is completed, nor do customer problems. Customer support post-sale is a critical factor in creating a brand loyalist and repeat customer. Modern consumers are not only concerned with resolutions to their questions when using your product and service, but they also care about who you are as a company and your company’s behavior.
Great digital customer experiences consider all these factors and develop methods of communication that manage these expectations. Additionally, the leaders in outstanding digital experience have significant cost-saving and improvements in employee motivation.
The conclusion is that there is no one-sized solution for digital experiences. The critical strategy takeaway is the necessity for your company to be obsessed with a detailed understanding of your customers: their expectations, habits, and decision-making.