Digital Customer Experience refers to a customer’s overall perception of your business based on their interactions with your business on digital platforms. It can also be defined as the sum of all the interactions between a brand and customer across various digital channels such as email, website, mobile applications, social media, etc.
Ever since the pandemic outbreak, digital CX has started to play a more prominent role than ever before. With customers relying on online shopping to fulfill their day-to-day needs, businesses now feel compelled to improve and enhance their digital presence. Unarguably, the competition in the digital arena has increased, allowing only the most competent, efficient, and sophistically digitized businesses to steal the spotlight.
Are you one of them?
If your brand is still lagging behind in terms of digital CX, here is a way to kickstart it!
1. Map Your Digital Customer Journey
The first task would be to learn about your digital customers by mapping out their journey with your brand from start to end. As with the standard CX journeys, there could be multiple digital CX journeys because one business can have several customer profiles. Take that into consideration and start mapping, including every possible touchpoint!
One tip is to look at your brand from the eyes of a customer from the moment of stepping into the website until checkout or customer support at the end. If you need an easy, customizable customer journey template, click here.
2. Measure Your Digital Experience by Collecting Feedback from Multiple Channels
The next step would be to know where your brand stands at present in relation to digital CX. The only reliable way to know is to ask your customers! Digital customer experience spans out across multiple platforms. Your brand could be performing well in some and not so much in others. So, it’s vital to gather feedback from many channels to identify pain points more effectively.
Our pro tip is to start off with a simple setup of three phases!
- Measure the pre-purchase phase to identify if customers perceive your products/service as beneficial. For example, you can launch the survey on the products page to see if they were able to find out what they need or use EVI® to learn if you are evoking already pre-purchase the emotions that support making the final purchase decision. Utilizing this data, you can improve the relevance of the content you use to promote your business.
- Measure the purchase phase to gauge if the purchasing process is smooth, easy, and streamlined to accommodate customers’ needs. You can gather feedback related to payment options, delivery options, or customer service to determine what aspects need to be improved. It’s one of the crucial phases that many businesses fail to get right!
- Measure the loyalty phase using metrics like NPS or EVI® to recognize the long-term impact of digital CX on your customers. You can ask about the emotions your business evokes or their likeliness to recommend the brand to others here. A positive response will indicate that your digital CX strategy is right on track!
3. Enrich the Gathered Feedback Data with Operational Data
Connecting your data with other operational data in the organization can help you gain a plethora of valuable insights. By integrating data sets this way, you can analyze and evaluate what compels customers to consider a brand in the first place or keep purchasing repeatedly.
For example, you can interrelate feedback data with sales data, such as purchase size (on purchases made) or average basket size (products that remain in carts but have not been purchased yet), to discover what factors drive the highest sales. One of the best metrics that is quintessential when making such correlations is EVI® (you can learn more about it here). Once you have a clear idea of your business’s strengths and customer preferences, you can focus on improving them!