The automation of processes, algorithms and machine-learning, mobile devices, apps and all other digital devices enable customers to get exactly what they want, when they want it and with a high level of customization.
Users expect to be treated as individuals and no longer as numbers and statistics as it used to be in mass production. Companies that know the personal preferences and purchase history of their customers are the companies that are able to retain the greatest number of consumers and remain competitive over time.
It is to this end that Digital Customer Experience Management can only become a central activity within the marketing strategy of each company, to increasingly orient itself towards the customer and her needs rather than the mere production of products and services.
The objectives of Digital Customer Experience Management
Managing and Customer Experience has some essential objectives:
increase in customer loyalty and therefore in profits: a positive shopping experience translates into a happy customer who returns to interact with the company again in the future;
reduction of customer abandonment: a good Customer Experience drastically reduces the number of occasions in which customers decide to use the competition;new sales opportunities thanks to word of mouth: a satisfied customer often becomes a Brand Ambassador, recommending the company to their circle of acquaintances and thus creating a positive word of mouth.
A good Digital Customer Experience Management is essential to create a good Brand Reputation and, consequently, increase the company’s business and profits.
The challenges of the Digital Customer Experience
The biggest challenge for a good digital customer experience is digital transformation. For some companies the transition may be more difficult than for others, but in each case it is about changing the way a company interacts with its customers and the way it manages to provide them with an experience that is consistent with their expectations in everyone. touch points (interaction points).
Some technologies that are now indispensable are cloud platforms, which ensure companies instant updates, dynamic work processes and more flexible workflows. Thanks to the online databases it is possible to collect a lot of data, use Big Data analysis and all the Web and mobile applications specific to your business,
to improve all points of contact with customers. In fact, once agile systems and cloud technology are implemented, another big obstacle will be the necessary coordination of the touch points for a perfect multichannel experience.
The trademark of an optimal digital customer experienceMost online users, when contacting customer service, expect a response in a very short time, often within an hour. The digital medium has greatly shortened the timing and canceled some past distinctions such as weekdays or weekends:
customers expect the same type of service regardless. This has clearly forced many companies to gear up to provide services around the clock and those who have not yet done so face a strong competitive disadvantage.