Customer experience is becoming an increasingly strategic part of any company’s brand as businesses become more customer-centric. And thanks to digital technologies that give customers more options than ever right at their fingertips.
Digitalization is an emerging trend, regardless of the industry, and plays a vital role when it comes to customer experience. There has been a dramatic rise in digital customer service interactions over the past few years and this figure is only expected to continue to grow.
According to an industry report, global CX technology spending is expected to reach $641 billion by the end of 2022.
While digitizing customer experience is becoming essential, simply adopting and leveraging different devices and applications will not automatically improve your CX. Businesses must make sure they are doing their due diligence and finding the right technology for their needs and truly enhancing their CX.
What is Digital Customer Experience?
Digital customer experience deals with the interactions that your customers have with your brand through digital platforms, particularly online. It is about both digital channels and digitally-mediated experiences like owned apps, social media content, and voice-activated devices.
Digital CX begins at the point of engagement and extends throughout the total customer journey, from “first touch” to purchase to usage. Ultimately wherever your customers are engaging with your brand online, it’s a digital customer experience.
Importance of a Seamless Digital Experience
A seamless digital experience ensures that your customers feel valued and special, irrespective of the channel they choose to reach out to you, along their customer journey. So, it’s high time that businesses should start investing in digitizing customer experience for improved business performance.
A recent PwC report says that 86% of buyers are willing to pay more for a great customer experience.
The reports also mentioned that the customers are willing to pay a price premium of up to 13% (and as high as 18%) for luxury and indulgence services, simply by receiving a great customer experience.
When online shoppers are not satisfied with the digital experience you are providing, they lose interest in your brand. That’s why you need to diligently monitor and optimize your brand’s digital customer experience.
Challenges to Digitizing the Customer Experience
Present-day customers want digitized customer experiences. Yet far too often, many businesses fail to live up to this customer expectation. These failures are often the result of a few major challenges which come while digitizing the customer experience.
- Most businesses fail to bring customer journey maps to life. It happens due to a lack of customer data. Maps without data are merely pictures that are not actionable. So, you need well-framed customer data to analyze customer behaviour across a broad range of digital channels to determine the actions that your customers take.
- To provide a delightful customer experience, businesses must provide seamless transitions across all digital channels. This means that customers should be able to choose their preferred communication channels and that their data should be visible across the entire organization to break internal silos.
- Today’s customers’ decisions are increasingly influenced by social proof. From searching for the highest-rated products online to researching the best meal at a local restaurant, they completely rely on digital reviews. Yet many businesses fail to solicit, review, or make sense of customer feedback. Therefore, you must establish a system for collecting customer feedback, such as surveys for implementing their suggestions.
Best Practices for Creating Great Digital Customer Experiences
Incorporating digital customer experience practices will assist you in improving the overall experience and journey customers will have when interacting with your brand. It will also help you in identifying and eliminating hurdles, supercharging digital customer engagement, and creating a smooth customer journey.
Here is a recommended list of practices that can ramp up your digital customer experience.
1. Implement live chat to boost your digital CX strategy
Live chat is one of the most accessible digital CX tools that can help businesses to increase their customer satisfaction as well as loyalty. To implement a live chat, you only need to move your existing customer support agents to a web-based chat platform.
By interacting with customers in real-time, your agents can ascertain the nature of the complaint and suggest appropriate solutions. Live chat is specially created for customers with its round-the-clock availability, convenience, and speedy features. This allows you to meet high customer expectations which eventually increase your brand affinity and customer loyalty.
2. Build personalized connections
One of the most significant benefits of digitizing customer experiences is that businesses can drive personalization while making the system consistent, standardized, and low on human effort.
Today’s customers expect to be treated as individuals rather than just a ticket number. That is why 72% of customers prefer to engage with personalized messages as it pays to develop communication that connects with your customers at just the right moment and in the right way.
You can also send them custom product recommendations based on their customer behaviour to increase your customer lifetime value and loyalty.
3. Maximize AI
As AI advances by leaps and bounds, so does your ability to retain your customers. AI helps you in identifying and segmenting your customers based on their behaviour and psychological profiles.
Implementing AI-based chatbots in your business website gives you a competitive edge by assisting your customers with canned responses. Furthermore, it also saves your support agents valuable time by reducing the need for human intervention to solve customer queries.
4. Optimize user experience
Your business cannot have a superior customer experience without an exceptional user experience. Thus, businesses must create digital experiences that are user-friendly and easy to access.
78% of customers opt for websites that are intuitive and easy to use. According to research conducted by Stanford, having a user-friendly and well-designed website helps businesses to build trust as well as credibility.
5. Train your employees in digitalization
The success of digitizing customer experience hinges on your customer support team’s ability to use the digital tools most optimally. Digitally mature businesses make sure that they have the required personnel to maximize the return on their investment in digital CX.
Business nowadays looks for hiring individuals with specialized experience and abilities in digitalization so that when they invest in technologies, they are more likely to deploy them and obtain maximum value effectively.
Apart from hiring digitally-skilled people, you also need to invest in upskilling for your current workforce to maximize output.
Tools to Improve your Digital Experience
Businesses are still struggling to identify what digital experience improvements they need to make — and, once that’s nailed down, how exactly to make them.
Here are 5 tools for evaluating digital touchpoints and determining customers’ needs and ensuring that your digital experiences support your business objectives.
1. Real-time reporting
You must ensure that you have available analytics and reporting tools to understand various aspects of your business operations. It provides you with a quick insight into the performance of your business and customer service-related operations.
With in-depth reporting, you can easily figure out the top pain points of your customers. It will further help you in fueling strategies for the future decisions of your business. Leveraging a powerful support automation platform can help you by providing accurate, real-time data and analytics. By analyzing data in real-time and applying sophisticated machine learning models, you can optimize your customer service processes.
2. Automated actions
According to a report by McKinsey, businesses using automation technology to optimize their customer experience results in saving up to 40% on service costs.
Automating your workflow brings a lot of advantages to your customer service operations. It allows you to pre-set tickets and alerts when certain conditions are met and assigns the ticket to the right agent based on their expertise and availability.
By setting up this rule, you can streamline customer queries and effectively prioritize them as per individual or team expertise. It saves your agents time, decreases their average handling time, and increases your first call resolution rate.
3. Omnichannel support
Providing omnichannel support is yet another way of digitizing customer experience. Today’s customers hop on various channels throughout their lifetime value to get in touch with your brand. So, it is vital for you to vie for marking their presence in every popular channel where the customers linger, to deliver the service right away.
The omnichannel feature empowers you to offer a consistent experience to customers irrespective of the channels they prefer to use. Moreover, it helps you with a unified view of customer data and optimizes your communication efforts with the customers. It also unifies the entire customer interaction history in a single inbox so that you can add value to their experience.
4. Seamless API integrations
For the smooth running of your business operations and the breakdown of internal silos, you need a digital solution that should be able to integrate with all the software you are already using. It includes social media platforms, ERPs, logistic partners, payment gateways, or any other API.
With integration, company decisions can be made with a global, richer outlook, since it establishes the technical basis to implement a level of analysis based on informed decisions.
5. Self-service options
Implementing a self-serve portal for your customers with accurate, readable, and engaging support content will help in assisting them 24/7 – not just during working hours.
This reduces instances where customers are stuck waiting for support until morning or over the weekend, thereby lowering customer churn rates as a result. Self-service shortens support resolution times while keeping your agents free, so they can have more time and energy to focus on complex issues.
You can set up self-serve portals in the form of FAQs, community forums, chatbots, and product videos.
Level up your Digital Experience with Kapture
Digital transformation offers businesses an opportunity to engage modern buyers, and deliver on their expectations of a seamless digital customer experience regardless of channel or place.
A customer support automation platform like Kapture provides all the above-mentioned tools and features so that you can easily deliver digitized customer experiences.
Manage your customers and other business operations with integrated operations management.
Pull out detailed reports of your every business activity with 500+ reporting formats and use the data to optimize your business performance.
Automate your workflow to save your agents’ time on repetitive tasks and allow them to focus more on other important business activities.
Explore our customer support software at Kapture by connecting with the product squad and building lasting relationships with your customers.
About the Author
|Shivika is a Content Writer at Kapture CRM, who enjoys using her creative skills to contribute to the exciting technological advances. She is passionate about cultural artifacts and culinary art.|