For delivering a holistic digital customer experience (CX), businesses need a well-defined strategy to ensure success.
Digital customer experience refers to delivering a frictionless CX need to satisfy customer needs and resolve customer queries and grievances through all the available digital channels without any barriers. Users today expect a frictionless experience irrespective of the channel they prefer to interact with the brand.
Following are a few factors that business decision-makers can consider while defining a customer experience strategy:
Understand the Audience
Before organizations embark on a journey to modernize their tech stack to deliver a digital experience needs to have a clear understanding of the target audience. It is crucial to determine the preferred digital channels their customers prefer to spend their time or interact with. Defining an ideal customer persona will enable organizations to identify the customers and their preferred digital channels of communication to enforce an effective strategy to enhance CX. Decision makers must define the customer journey to understand all MarTech tools and how they interact with them at various touch points and help them resolve their queries. For instance, when a user visits the brand’s website or app, what goal will they be able to achieve?
Deliver Omnichannel Customer Experience
Offering an omnichannel customer experience creates happy customers because they get more communication channels with the clients. Users often engage with organizations that do not force them to change their channel for interaction. Customers engage through the platform they are familiar with, and being available for them on those channels is the responsibility of all businesses.
Enterprises with a presence on maximum digital channels will have higher engagement rates resulting in more conversions.
Many companies struggle with being present on various channels and helping customers through them. Delivering an omnichannel CX means connecting all channels, and assisting businesses to deliver a consistent experience.
Focus on Mobile Experiences
Another crucial digital channel other than a website that businesses can consider is mobile applications. As the entire global population, including the baby boomers, are using mobiles, it is crucial to have a mobile app to interact with customers. Designing and implementing mobile apps enables customers to connect with the brands at their fingertips. Moreover, while designing mobile applications, business leaders need to consider the user experience a top priority because customers do not prefer to interact with channels that do not have a user-friendly interface.
Moreover, clients might even make brand perceptions based on the user interface and experience offered through mobile apps. Their purchase decisions can differ because of the bad UX/UI offered. While designing an effective digital customer experience, decision-makers need to ensure that it is mobile-optimized.
The Flexibility of the Channel
Businesses that want to deliver a top-notch digital CX need to have the capability to switch channels without losing the context. Hence a centralized database that can offer data to all the channels is essential to keep the data consistent. Therefore, while defining a digital CX, it is crucial to consider the flexibility of the preferred medium to make the right decisions.
Evaluate the MarTech Stack Capabilities
An efficient MarTech stack is crucial in delivering an enhanced digital experience to all clients, irrespective of their preferred channel. Organizations need to have a clear understanding of the capabilities of the current MarTech stack and what other opportunities can be leveraged to improve the CX digitally. Moreover, modernization of the MarTech stack based on the market, consumer, and employee needs is essential to accommodate all the channels where most users spend their time. Various omnichannel marketing tools are available in the market that helps organizations to interact with the customer through one interface. Marketing leaders need to consider all the traditional customer touchpoints during their lifecycle. They need to evaluate their entire customer journeys to determine the necessary changes required at each stage to digitize and automate the client journeys.
Create a Customer-Centric Digital Approach
While optimizing customer experience with digital solutions, businesses must shift from a channel-centric to a customer-centric operating model. Many companies find it challenging to accomplish this, but getting a competitive edge in the industry is essential. Because many businesses have already migrated to an omnichannel marketing strategy, business leaders imply that customer-centricity will have more success.
Contact Center Automation
As there is a tremendous evolution in Artificial Intelligence (AI), machine learning (ML), Robotic Process Automation (RPA), Natural Language Processing (NLP), and live chat, it has revolutionized the customer service industry. One of the crucial aspects that decision-makers need to consider while defining a digital CX strategy is that they should not automate or digitize a touch point just because they can. Business leaders need to make strategic decisions about which tasks AI can help to accomplish. Businesses can use various customer support automation tools to streamline operations and deliver an automated digital customer experience throughout all channels.
Implement Data Analytics
Organizations that want a successful digital customer experience strategy should be able to set Key Performance Indicators (KPIs) and monitor them to analyze their success. IT decision-makers can implement monitoring and reporting tools in their MarTech Stack to track the success of their digital initiatives. Various tools are available in the market that helps the teams to identify the pain points the organization faces while using digital channels. Implementing the right data analytics tools will enable the organization to spot all touch points where most clients abandon their purchases. Optimizing these touch points will reduce the friction in the purchasing process and improve the customer experience.
While taking a deeper dive into the digital CX spectrum, it is crucial to understand the organization’s digital maturity. Businesses will have to transform their entire operations to achieve their digital CX goals by delivering a frictionless CX throughout all the digital channels.
An organization with a successful digital approach will shift from simply being available for clients on all the digital channels to being caring, helpful, and engaging through all of them.