The world is now in your hand as the digital media is taking the centre-stage. Digital CX includes those instances experienced by customers through smart phone, tablet, or computer. These experiences include researching any product or service online using the company’s mobile app to find a store nearby, looking for some tech related information on a specific brand of Smartphones. All such experiences can be counted as digital CX.
Well, looking at the present condition, digital customers cannot be considered a mere subset. Likewise, an impressive customer experience strategy does not always equate to an excellent digital customer experience, as it is not a complete strategy. In fact, lots of businesses get stuck in implementing customer experience improvement initiatives and measuring ROI’s. The problems they are trying to resolve requires a much stronger emphasis on CX, as both offline and online customers have different mindsets and choices.
How Traditional Customer Experience Made A Difference?
In any physical setting, customer experience is determined largely by two factors i.e. its physical location and the ambience of the place, for instance the lights, temperature, noises, music etc are some of the factor worth pondering. The traditional customers recognize and accept the fact that some of these features are beyond the control of businesses. As such, they lower the bar. For instance, people don’t mind waiting for several minutes to get a bill. However, online customers are less patient. Once they have clicked the mouse, they cannot wait. A study revealed that about 10 seconds wait for a business page to load can disgust 50% customers and make them leave the page.
Given the fact that digital interaction with customers is so critical, you must try to invest more in providing a highly polished and prompt digital experience. This will in-turn be beneficial for improving ROI. In order to avoid impatient customers, limit their overall wait-time value, or drive them on to other options. Businesses should start emphasizing on certain goals for a better and effective customer experience strategy, which includes:
- Create Loyalty Through Consistency: Have a long lasting and impressive first impression because it is just like a mosaic. There are several touch points, treated as single points, by users. When a customer has to take a big decision to whether or not leave a brand, it is the first impression that would pull him back and thus add to the making of a loyal customer in the process. To maintain consistency, improvise your IT process i.e. emails, phone, live chat, social media interactions, etc. These would enable you to remain in touch with customers and offer them an enriching experience.
- Visual Consistency: For enhanced CX, consistency is needed on several levels, which includes basic levels too. For instance, the product design of Apple is a good example of regular experience across similar product range – both visually and internally. This allows users to migrate without changing the brand.
- Surveys: Opinion gathering tools and techniques are essential for improved digital customer experience. Moreover, apart from surveys, feedbacks also play a major role here. Companies should be able to measure how their customers feel about certain services or products, and survey is the best way to achieve that. Survey software like Vocalize, Qualtrics, Freshdesk, or Zendesk can be effective.
- Seamless Journey: From brick-and-mortar to digital zone, the journey is indeed a big one. You cannot expect customers to be fluent in the digital world. For that, it’s best to add new changes one by one, without making it too confusing or complicated for people.