Measuring Success: KPIs for Improving Digital Customer Experience
If an e-commerce site has a complicated check-out process, would you like to buy from it? Well, every customer wants a hassle-free, seamless digital experience, and brands have started to realize this. As customer expectations are surpassing technological innovation, business organizations are embracing digital transformation to meet rising customer standards. It is predicted that the global customer experience management market will reach USD 26.37 billion by 2030, which is only USD 9,600 million in 2022.
Businesses need to design personalized experiences to improve digital customer experience. Business leaders have realized that digital experience shouldn’t be casual. It must align with customers’ concerns and incorporate multiple channels to deliver customer satisfaction.
Let’s discover the best practices organizations can adopt to improve digital customer experience.
Understanding digital customer experience
The interaction of a brand with its customers is referred to as the customer experience. The digital interactions of the customers with the brand are known as digital customer experience. It is also the impression the customers leave with the brands, their products, and customer relations.
Customer experience is far more immersive than customer service. It possesses the emotional aspect of the customer’s buying behavior. The digital customer experience includes different touchpoints to interact with a brand such as websites, social media, mobile applications, online customer service, email, blogs, automated marketing content, and several others.
So, how can digital customer experience management help you out? With the advent of technology, we can witness a shift in consumer behavior. Artificial Intelligence, Machine Learning, Application modernization, and others have made it possible for customers to do whatever they want and wherever they want. Globally, business enterprises have realized the significance of customer satisfaction in accelerating business growth. They are investing extensively in digital technologies such as big data, AI, IoT, and others to collect and evaluate massive customer data in real time, permitting them to personalize the customer experience and boost customer satisfaction.
Here, the question arises, what makes a great customer experience? Digital customer experience excellence is directly interrelated to the extent to which enterprises excel in six crucial areas- channel flexibility, reachability, service convenience, purchase convenience, simplicity, and personalization. The Middle East has invested approximately 200,000 USD in customer experience technology in 2022. It is predicted that customer experience technology investment will rise extensively in the Middle East in the coming years. More than 74% of organizations in the Middle East have invested in customer experience technology to adapt to fluctuating economic conditions and business pressures to deliver a seamless digital experience to their customers. The role of customer experience is evolving rapidly and the Middle East is presenting its market growth for customer experience technologies. Thus, considering the future success of digital customer experience, global digital customer experience spending is predicted to cross $3.4 trillion in 2026, as stated by the International Data Corporation (IDC).
Now, let’s explore the best practices to escalate digital customer experience.
Source: Digital Customer Experience Areas/TTEC
Best practices to improve digital customer experience
Concerning customer engagement, digital customer service is a crucial factor as customers’ viewpoint is a prime element that drives brand loyalty. So, improving customer experience is likely to improve customer retention, and customer satisfaction and amplify up-selling and cross-selling.
Source: Benefits of improving customer experience/Reve Chat
Here, are the top practices listed that can improve digital customer experience for a business enterprise or brand.
Use data and analytics to measure customer experience
You can use the available customer data to analyze their behavior once they visit their site or App. Inspect what they do and evaluate their patterns. This will help in marking which elements are effective and which are triggering problems, thereby, making the customers leave the site. Following this, you can develop a strategy to deliver a top-notch digital experience to your customers.
Maintain the personal touch in customer interaction
Just because the customers are not talking directly to you when interacting with your digital offerings, it doesn’t mean that you won’t care for them. It is essential to highlight the brand’s friendly face so that the customers are assured that their problems or queries will be solved rapidly. A business enterprise can offer accurate, personalized recommendations.
Create a unified digital customer experience
Multiple channels are available for customers to interact with a brand or business. Although it might seem like a blessing, it can turn into a curse. A new customer in the e-commerce marketplace can get easily lost amidst the different touchpoints and environments, thereby, preventing a business from offering them an excellent digital customer experience. Hence, enterprises must unify all the channels to generate a seamless digital customer experience. You can use instantly recognizable visual designs and brand elements to create a unified digital customer journey. You can also maintain a centralized system and synchronize promotional content to boost customer experience.
Know your brand efficiently
You need an effective digital customer experience strategy to enhance customer experience on your site. Ensure that the brand is positioned effectively to support everything online. You must know your brand end-to-end and how it can bring productivity through digital platforms. You must understand what your brand represents and how it can meet customers’ requirements. If you are unsure of your brand’s identity, you are likely to lose potential customers. You can start by establishing your enterprise’s brand positioning statement. Also, you can launch a campaign for this purpose.
Mobile optimization is a must
Today, many people prefer online shopping using their smartphones. Thus, an e-commerce brand must ensure that its App, website, and other online materials are publicly optimized. You need to keep two things in mind during mobile optimization- page load time and ease of navigation.
Use user-centered design (UCD)
A user-centered design (UCD) is a repetitive design process where designers mark the users’ needs as top priorities in creating an effective design. For an e-commerce business, ensure that the UCD process is designed to cater to the needs of the customers. You need to conduct customer research, shortlist possible ideas and test the listed solutions to deliver the best digital customer experience.
Don’t skip the self-service option
Both businesses and customers have become tech-savvy. Customers can manage things online independently. Thus, they expect self-service options from a brand. Some examples of self-services are FAQs, online discussion forums, knowledge base, SMS, live chat, and others.
Source: Self-Service Channels/Tapfiliate
Wrapping Up
So, why customer experience is important? In this digital world, delivering high-quality digital customer experience has become important for businesses. But, where to start? A business must be competent to interact with its online customers efficiently and generate a seamless customer experience journey.
If you are embracing digital transformation to boost customer experience, don’t wait! This is your time.
