Taking into account that each type of Digital Customer Experience Management is and should be personalized and specific for each company and for the respective target group, it is possible to identify some guidelines. First of all, it is important to evaluate the following points:
- Customer Journey Analysis: How is the customer journey currently structured?
- Identification and analysis of the contact points: what are the interaction points between the customer and the company? Is the service provided in each of them optimal for customer loyalty?
- Online Customer Journey Optimization: What changes need to be made to better manage the identified digital touch points? To what extent is it possible to optimize the purchasing process and customer service?
How to create a Digital Customer Experience
To improve the Digital Customer Experience there are 5 best practices:
- Customer Journey analysis, establishing and monitoring performance indicators (KPI).
- Listen to customers through surveys to get direct feedback.
- Proactively examine feedback, prioritizing customer experience issues found based on actual business impact.
- Respond to problems encountered, solve them by integrating feedback and communicate transparently with customers.
- Observe customer behavior and re-control it in the short and long term.
The last point mentioned is often the one most ignored by companies. Constant vigilance is essential in the digital age that changes instruments and fixed points at very short intervals. Good digital customer experience management never really ends.
Digital Customer Experience: Action Tips
Companies have developed different measures to meet the needs of the digital customer experience. The following best practices provide examples of how to optimize digital touchpoints.
- Mobile Native: We all know that the digital experience on the computer is different from the mobile experience and considering that most customer interactions take place on smartphones, it is important that the DCX supports mobile browsing adequately.
- An important means of communication is instant messaging, a channel available 24 hours a day, immediate and familiar.
- Convergence of contact points: the more communication channels offered to the customer, the greater the difficulty of coordinating interactions in all contact points that offer the same level of service.
- A tool that more and more companies seem to remember is Facebook Messenger, an interface that customers already know how to use and that they find pleasant.
- In the future we will see more Contact Blending platforms that will allow all contact points to be centrally coordinated.
- Chatbot and AI: offering an instant messaging system ensures a better DCX, but it implies high costs to have staff available 24 hours a day. Chatbot and artificial intelligence could be the solution to solve relatively simple tasks.
- It is important not to leave too much room for automation when it comes to customer service, human contact is still necessary to ensure an optimal level of service.
- Online brand reputation: in addition to the points of contact, there are other points where the customer interacts virtually with the brand of a company, that is, in the countless digital spaces that offer them the opportunity to express opinions and advice. Online reviews and social media are the platforms where digital communities come together to exchange impressions and it is here that the DCX comes to light and generates its positive or negative influence on the brand.
- A good DCX cannot do without a good brand reputation. Brands can transform their online reputation in their favor through adjustments.
- Virtual Reality: Although not widely used yet, the VR tool offers almost limitless possibilities for optimizing the DCX. The key to this brilliant new tool lies in execution, that is, using virtual and augmented reality to stimulate customer-business interactions and leave a long-term, positive impact on the brand. This is only possible if you are committed to solving a real consumer need.
- The virtual reality (VR) immerses the user in a completely new and completely digital world.
- The augmented reality (AR) creates digital objects in the real world, superimposing one dimension to another.