Customer decisions are based on what they experience and hear about your brand. Every digital experience you provide to your customers can trigger a positive action or the opposite: encouraging or discouraging satisfaction, loyalty, and recommendation or prescription of your products and services.
“Your brand is what users feel and say it is, not what your brand believes or says it is”
Content
Optimizing the digital and social customer experience
Digital Customer Experience vs. Customer Experience
Misconceptions about digital user experience
Customer experience management
How to unify your customers' experience in online and offline environments?
Conclusion
Lorenzo Gonzalez, Digital Marketing Consultant
List of posts:
emojiOptimizing the digital and social customer experience
Digital customer experience is the sum of digital interactions between a customer and a company, and the result is the impression the customer leaves with.
customer serviceDigital Customer Experience vs. Customer Experience
Customer experience is such a broad topic that it can encompass everything from traditional customer service channels to the new digital interfaces that people use to interact with companies. Digital customer experience focuses on the latter, including both the optimization of front-end services and the optimization of back-office processes that ultimately benefit customers.
Since both concepts are focused entirely on meeting estonia telegram data expectations, they often overlap, just as the digital world does with the non-digital world. It may be more useful to clarify what digital customer experience is not, so that companies can ensure that the focus of their digital customer experience strategy is the right one.
CustomerMisconceptions about digital user experience
Customers care about digital. Customers don't think about whether their experience falls into the digital or non-digital category. They want to access businesses in the way that suits them best, regardless of the channel, whether it's social media , your website, or your physical store.
Digital customer experience is a matter of technology and strategy. Company culture trumps strategy when it comes to digital customer experience. It’s not just about having the right technology, it’s about adopting a customer-centric business vision in order to improve the customer experience. Most discussions about digital transformation come up against this crucial point.
Digital customer experience is a sales and marketing issue. According to Forrester analysts , most companies spend a lot of their resources on sales and marketing, neglecting customer service and loyalty. In reality, they should be creating experiences that can be applied to the entire customer lifecycle.
Digital customer experience is limited to digital-only brands. It's true that all businesses need to become digital businesses if they want to participate in today's economy. But it's important to remember that customer experiences are based on global excellence. It's also true that using customer-focused digital technology can increase revenue and drive growth for most businesses , not just digital brands.
AuditCustomer experience management
Since digital customer experience and customer experience so often overlap, some people wonder whether digital customer experience management is relevant. There are two approaches to consider:
Focus on the end-to-end customer lifecycle, paying equal attention to how digital and non-digital experiences complement each other and optimizing both. This approach treats the digital customer experience as one part of the overall customer experience strategy.
Focus primarily on digital customer experience. An article in the Harvard Business Review states that “this is just a subset of customer experience, and a good customer experience strategy cannot equate to a good digital customer experience strategy.” It argues that online and offline consumers have different needs and expectations , which increases the importance of a good digital customer experience approach – companies cannot assume that their work in improving customer experience will translate well to digital experiences. However, there is an assumption that there is a clear line between online and offline, an assumption that is unfounded as channels merge and intersect throughout the customer journey.