How can digital customer experience be improved?

How can digital customer experience be improved?

While customer experience (or CX) is the compilation of all interactions between a buyer and a company, digital customer experience (or DCX) is concentrated on the interactions a customer has through digital technologies. Because every interaction a customer has with a company shapes their perception of the brand, ensuring a positive digital experience is important to the growth of your company.

1. Understand the buyer’s digital journey

The first step in improving digital customer experience is to put yourself in your customer's shoes. Walk through the entire digital buyer’s journey from start to finish and identify obvious pain points. And remember to include all experiences that form the digital interaction. Companies often overlook less obvious considerations like how the website performs on different devices (laptops vs tablets vs mobile), how the experience varies by web browser, or what a customer sees when live chat agents aren’t available.

2. Make it easy for customers to provide feedback

While the step listed above will go a long way in identifying ways to improve the digital customer experience, each buyer is an individual with a unique perspective. That’s why one of the steps to improving digital customer experience is to make it easy for customers to provide feedback. Whether you offer a thumbs-up or thumbs-down survey at the end of each self-help document to gauge if it answered the customer’s question, or you push a brief online survey at the end of a chat session with customer support, it’s important to gather first-hand feedback from your customers.

3. Embrace customer feedback

To ensure you’re improving your customers’ digital customer experience, be sure to regularly review and embrace the feedback provided by your customers. Organize the feedback by categories that make sense to your business and prioritize improvement opportunities. Feedback categories that may make sense to your business include: cannot complete an online purchase, cannot find an answer using self-service, or cannot initiate a return or replacement. To help prioritize digital updates that improve the digital customer experience, consider the key performance indicators that matter most to your business. Examples include increasing Net Promoter Score, reducing wait time, or maximizing revenue generated through digital channels.

4. Implement digital customer experience improvements

As a final step to improving digital customer experience, create an action plan to implement the digital customer experience improvements you’ve identified in an organized fashion. Continue to work through this four-step process and watch your KPIs climb by continuously improving your digital customer experience.