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.

10 Ways to Improve Customer Experience.
Customers expect the quickest path to resolving their issues. Creating an effortless experience for your customers today with these 10 innovations.
Top 10 Contact Center Digital and Self-Service Innovations
According to Gartner, 70% of customers use self-service within their resolution, but only 9% can fully resolve their issues using self-service. Through these digital customer service innovations, you can implement a smarter self-service strategy that quickly and fully-resolves customer needs. With a partner like NICE inContact, these innovations are within reach today.
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How to improve your digital customer experience?

Today’s contact center leaders are measured on how they move the needle on customer experience. And while your agents’ number one goal is helping customers, they often struggle with hard-to-use tools. To improve your digital customer experience, give your agents better tools. In this webinar, we’ll show you how agents can improve the support they give customers when they have better tools, customer data, and analytics.

Any digital channel

Your customers are trying to reach you for service on digital channels – even if you’re not there yet. How many SMS text messages go to your call center phone number with no response? Who’s trying to find you on Facebook, Twitter, or WhatsApp and not finding you? Now with CXone it is easy to provide digital-first omnichannel service in all the channels your customers expect.

  • Personalized digital interactions: deliver native experiences in each of 30+ messaging channels, such as rich media, emojis, and other collaboration tools.
  • Simple to Activate: pre-integrated channels make it easy to offer to customers and agents.
  • Easy to Say “Yes”: simple packaging removes barriers to offering all channels to customers and agents.
CXone digital channel
Empowered agents

CXone empowers all your agents to deliver a true digital-first omnichannel customer experience by simultaneously combining all customer interactions in one intelligent inbox across multiple digital channels and voice for agents to select ("pull"), while dynamically prioritizing the most time-sensitive or real-time interactions according to service levels ("push"). All delivered in a single application – complete with full customer context, journey history, and sentiment.

  • Single Interface: one inbox for all digital messaging and real-time (voice/chat) channels – retaining native experience of each messaging platform.
  • Agents in Control: ‘pulling’ work in natural flow, while dynamic prioritization maintains SLAs – and prevents ‘cherry picking’.
  • Customer Card: full customer context, journey and conversation history, plus sentiment.
Holistic management

With CXone, omnichannel interactions are managed holistically, from agents to supervisors and beyond. Integrated workforce optimization, analytics, automation and artificial intelligence across digital and voice interactions ensure complete management across contact center operations.