Good digital customer experiences make brands stand out, and many of these experiences are now digital. From scheduling an oil change to ordering a bagel, our experience as a customer permeates the whole process.
In today’s digital-first world, it’s essential for businesses to focus on improving their digital customer experience. For example, Google processes over 8.5 billion search queries daily, and many of these searches lead to websites. Businesses need to create digital experiences that capture this demand and that are core to the overall customer experience.
The competition for attention in the crowded marketplace of digital experiences is fierce. There are around 2 billion websites out there, with more popping up each day. And that doesn’t count the wide universe of other digital experiences, such as in-store payment apps, QR codes at restaurants, and voice assistants.
In this blog, Kyanon Digital will walk you through a complete guide to successful digital experiences for your business.
1. What is digital customer experience?
Digital customer experience (CX) is the sum of all the digital interactions a person has with your brand. This can include anything from push notifications and email newsletters to customer support chats and digital signs. In short, if it’s digital and has to do with your brand, it’s a digital customer experience.
It’s important to note that digital CX isn’t just about online interactions. It can also include offline interactions that are mediated by digital technology, such as using a mobile app to order food at a restaurant or checking into a hotel using a self-service kiosk.
2. Why are digital customer experiences important?
Excellent digital customer experience (CX) can help businesses attract new customers, retain existing ones, and turn prospects into lifelong customers.
A recent study by Oberlo found that people around the world spend an average of 401 minutes, or nearly 7 hours, online every day. With so much time spent online, it’s no surprise that we want our digital experiences to be seamless and enjoyable.
Just think of how frustrated you get when an app or website glitches, even slightly. This is reflected in the many rudely worded app store reviews that we see.
By investing in digital CX, businesses can show customers that they value their time and that they’re committed to providing a positive experience. This can lead to increased customer loyalty and repeat business.
To stand out in the digital world, businesses need to create digital customer experiences that rise above the rest. This is a challenge, given that people spend so much time online and there are so many websites and apps to choose from. However, it is important to remember that your audience is a small slice of the total population. You just need to make them feel special and attract more people like them.
Creating a top-notch digital customer experience is an ongoing process, as the technological landscape is constantly changing. However, staying ahead of the curve is essential for business success. A good digital customer experience can help you to:
- Attract new customers
- Retain existing customers
- Understand customer needs
- Solve customer problems
- Promote brand consistency
- Increase customer lifetime value
When your audience has a positive digital experience, they will see the care that you put into your website, app, digital signage, and so on. This will make them more likely to believe that you also put the same thoughtful care into your products, services, and customers.
3. Examples of good digital customer experiences
You know good digital CX when you see it. You have good, bad, and unremarkable digital experiences every day. Here are some examples of the top digital customer experiences from leading businesses in the world.
Birdi, an online pharmacy, was not overly confident in its digital customer experience (CX). However, the company initiated changes that transformed its digital operations.
Modern consumers expect the quality of digital healthcare to mirror in-person healthcare, and Birdi made a worthy investment in this area.
In the six months after launching its new website and mobile application, Birdi saw the following results:
- 42% increase in online prescription orders
- 125,000+ website visits
- Around 50,000 prescriptions filled
These results demonstrate the importance of investing in good digital CX for healthcare companies. By making it easy for customers to order prescriptions online and providing a seamless digital experience, Birdi was able to increase customer satisfaction and grow its business.
UKG is a global giant in human capital management which is the result of a merger between Ultimate Software and Kronos. The company began by refreshing its digital presence and replacing three legacy websites with one that was unified.
The change in digital experience spurred:
- 363% increase in sessions
- 132% increase in downloads
- 284% increase in product tour submissions
3.3. Sun & Ski Sports
From slope to surf and seamless digital customer experience, Sun & Ski Sports wanted to mirror the joy of outdoor sports by making the shopping experience as smooth as possible. Harnessing customer data, the company reached customers with more relevant shopping options across every channel.
As a result, they saw:
- 1,100% improvement in net profit per name in direct mail marketing
- 200% increase in paid social media clickthrough
4. How to improve digital customer experiences
Enhancing digital experiences is a process that can be undertaken either comprehensively or gradually. Nevertheless, the initial step remains consistent: Take a step back and gain a comprehensive understanding of your current customer experience (CX) and the various touchpoints within it. I consistently recommend commencing with a customer journey activity known as experience mapping. This exercise delineates each phase of the customer’s journey, highlighting critical actions, touchpoints, emotional aspects, and the internal systems that facilitate the CX.
Once you have successfully mapped out the customer journey, you can pinpoint areas for both minor and major enhancements. One common outcome of this mapping exercise is the identification of technology systems that play a central role in the customer experience—discerning what may be impeding the experience or what remains underutilized. You will also identify gaps in the customer experiences, which represent opportunities for improvement through further insights and data analysis.
Devoting careful attention to data and technology empowers you to transition towards a digital-first approach. By closely monitoring customer behaviors, observing their interactions, and reporting on customer data, you can recognize areas where technology can be leveraged to enhance the customer experience. Subsequently, you can segment your customer base based on this data and orchestrate tailored campaigns that deliver a personalized experience.
This may initially seem daunting, but rest assured, there is a wealth of tools available to streamline this process and more—our guidance will help you navigate the selection process effectively.
5. The future of digital experience
The landscape of DX is evolving right before us. Adapting to these changes enhances an organization’s competitiveness. It becomes evident that investments in enhancing digital customer experiences are directly linked to the success of your business.
Establish a robust foundation in DX and pay close attention to both your target audience and the digital platforms through which you engage with them. By concentrating on the intersection of DX and human interactions, you’ll gain the necessary insights to provide people with precisely what they desire.
Kyanon Digital is a leading consulting and implementation technology company in the Asia – Pacific region. With more than 10 years of experience in the digital transformation industry, we are striving to provide our clients with world class solutions. Contact us for more information about Digital Experiences.