Digital customer experience broadly comprises the experience that customers gain by interacting online with your brand or organization. The overall experience consists of going through the company's website or mobile app, social media, customer feedback forms or any other digital medium. Digital customer experience can be overwhelming or unpleasant. It is completely on the brands what kind of experience they like to give to their customers. But which company would want to give unsatisfactory experience to its customers? The answer is “None”.
What Drives Companies Towards Digital Experience?
A study shows people are spending an insane amount of time online. Here are the statistics to analyze this fact.
The number of Internet users, 4.57 billion, comprises about two-thirds of the global population (Mary Meeker)
28% of adults are online “almost constantly”, up 8 percentage points in the past 3 years (Mary Meeker)
As of July 2020, adults spend 6.6 hours per day with digital media: 3.5 hours on mobile, 2.4 hours via desktop or laptop, 0.7 hours on other connected devices. (Mary Meeker)
Daily time spent on mobile (209 minutes) surpassed TV (202 minutes) in 2020 (Hootsuite)
What Makes Companies Think Digital Experience As A Vital Component In Its Growth?
86% of customers are willing to pay more for a better experience. (American Express)
Companies that earn $1 billion annually can expect to earn, on average, an additional $700 million within 3 years of investing in customer experience, that's a 70% increase in revenue within 36 months! (Temkin Group)
Impact Of Bad Customer Experiences
1 in 3 consumers will walk away from a brand they love after just one bad experience.
54% of U.S. consumers say customer experience at most companies needs improvement.
65% of U.S. customers find a positive experience with a brand to be more influential than great advertising (Fullstory.com)
Significance Of Digital Experience With The Onset And Prevalence Of COVID-19
69% of digital experience professionals report that the digital customer experience has become more important to their customers because of COVID-19 (FullStory)
65% of digital experience professionals report that the digital customer experience has become more important to their organization because of COVID-19 (FullStory)
70% of people report spending more time with mobile decides due to COVID-19, while 47% of people report spending more time on a laptop (Hootsuite)
Ways To Improve The Effectiveness Of Your Digital Customer Experience
Adopt A CRM That Facilitates Seamless Digital Customer Experience
A CRM system contains complete information about the customers and how they interact with your business.
It enables customers to share their opinions and information about products through various communication channels, such as social media.
Kapture CRM is an example of an exemplary CRM platform for all your customer support needs that integrates your contact centre, service centre and field force on one comprehensive platform.
Kapture CRM’s machine learning-enabled tools are designed to add intelligence to your customer support.
Make Use Of The Power Of Artificial Intelligence (AI)
Artificial Intelligence has changed the way customer services are provided to the customers.
AI plays an important role in giving a smoother and automated experience to the customers.
Take chatbot as an example that allows customers to self-serve on different queries and provide a seamless experience to the customer.
AI Chatbot can be trained in different ways to understand the customer during a chat conversation or a phone call.
A chatbot can route the customer to an agent that can give more insights into what the customer is looking for. It is one of the ways to revamp your digital customer experience.
Gift Yourself An Omnichannel Platform For Better Digital Customer Experience
One of the ways to improve digital customer service is centralising all of the available digital channels into an omnichannel CRM platform.
When you are able to receive interactions of the customers from different channels then you are going to have a better understanding of the queries customers have.
It also ensures the fastest resolution possible to all the queries from different channels. It provides a better collection of data, smoother channel switching and better personalisation of contacts.
Provide 24/7 Digital Customer Experience Using Different Self-Service Options:
Self-service options like chatbots and self-serve can be used to provide uninterrupted support to the customers even when your support team is busy or not available.
Self-service can help businesses by speeding up response time and answering up to 80% FAQs.
Did You Know?
Businesses can reduce customer service costs by up to 30% by implementing conversational solutions like virtual agents and chatbots. (Chatbots Magazine)
67% of customers worldwide used a chatbot for customer service in the past year. (IBM)
Make The Best Possible Use Of Your Customer Journey
For enhancing customer experience, optimizing the customer experience is very important.
McKinsey’s research suggests that customer journeys are significantly more strongly correlated with business outcomes than are touchpoints.
Create personas and go through customer’s journey across different channels to exclude the negative touchpoints or pain points. Map the whole journey of the customer to clearly understand the end-to-end experiences with consumers. This will help identify the gaps or improvement areas.
Prioritize Customer’s Feedback To Enhance The Customer Experience
Build a successful digital customer service strategy by listening to all sources of feedback to prioritise opportunities that will have the highest impact on the customer experience.
Gather feedback of the customers using FAQs, customer feedback tools, customer research or self-serve etc.
Above were some of the tips to enhance the digital customer experience. As businesses are becoming more tech-savvy, so are their customers as well, therefore, it is very important to keep customer’s priorities in mind, understand their behaviour and personalize their experiences by providing ways such as omnichannel customer interactions and self-service to enlarge digital customer experience.
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