But there is more. Today’s consumers are not tied to a single channel. They browse brick-and-mortar stores, shop online, share feedback via mobile apps, and ask questions of the support team on social networks.
Businesses must be aware of all possible customer-business points of interaction and coordinate the service offered, keeping it up-to-standard in any case. This is what we call an omni-channel experience.See how CustomerXM worksRequest demoDigital Customer Experience: Analysis and optimization
Keeping in mind that each type of Digital Customer Experience Management is and must be customized and specific to the individual company and the respective target group, it is possible to identify some guidelines. First, it is important to consider the following points:
Customer Journey Analysis: How is the customer journey currently structured?
Touch point identification and analysis: what are the points of interaction between customer and company? Does the service provided in each of these perform optimally for customer loyalty?
Optimization of the online customer journey: what changes should be adopted to better manage the digital touch points identified? To what extent can the purchase journey and customer service be optimized?
How to create a Digital Customer ExperienceOnce the theory is clear and understood, it’s time to move on to practice. There are 5 best practices to improve the Digital Customer Experience:
Customer Journey analysis, establishing and monitoring performance indicators (KPIs);
listening to customers, through surveys to obtain direct feedback;examine the feedback proactively, establish a priority scale on the Customer Experience problems encountered on the basis of the real consequences on the business;
respond to problems encountered, solve them by integrating feedback and communicate transparently with customers;observe customer behavior and re-check in the short to long term.
The last point listed above is often the most ignored by companies. Constant monitoring is essential in the digital age that changes tools and fixed points at very short intervals. Good Digital Customer Experience Management is never really finished.
Companies have developed several measures to meet the needs of the Digital Customer Experience. The following best practices provide examples of how to optimize digital touchpoints.
Think Mobile Native: we all know that the digital experience on desktop is significantly different from that on mobile and, considering that most interactions with customers take place on smartphones, it is important that the DCX adequately supports navigation on mobile;
An important means of communication is instant messaging, a channel available 24 hours a day, immediate and familiarConvergence of touch points: the more communication channels it offers to the customer, the greater the difficulty of coordinating interactions on all touch points providing the same level of service