What is digital journey?

A customer journey is the aggregate of experiences that a customer has when interacting with your organization. Rather than looking at each touchpoint separately -- like their experience in your store, their experience on your website, or their experiencing chatting with a customer support agent -- a customer journey details the end-to-end experience from the customer’s perspective.

So what is digital journey? A digital journey is focused exclusively on the digital channels available and used by your customer during their buying journey. These include your company’s website, social media channels, mobile apps, SMS messaging tools, and live chat.

Designing a digital journey

To design a digital journey that will delight your customers and keep them coming back for more, put yourself in their shoes. Define and understand each category of customer that interacts with your company. What are they trying to accomplish by purchasing from your organization? With a deep understanding of your buyers, now consider what content and offers appeal most to the customer. When, where and how should you deliver this information to them?

Additionally, you’ll want to design a digital journey that encompasses all stages of the buying cycle. Typically, these stages are awareness or browsing, filling an online shopping cart, and making a purchase. It’s also important to consider the buyer’s post-purchase needs and wants, whether that involves interacting with customer support or encouraging them to make another purchase from your company.

Benefits of creating an outstanding digital journey.

Focusing on your customer’s journey through a digital lens and ensuring it’s best-in-class can create value in several ways.

Grow revenue

By leveraging the rich at-your-fingertips data available through the technologies that fuel a buyer’s digital journey, you’re able to intelligently offer additional products to the customer. If 80% of the other customers who purchased decorative pillows also purchased a new table lamp, ensure that your digital journey displays your top-selling, in-stock offerings.

Improve customer experiences

As customers continue to embrace digital channels, companies have an opportunity to improve interactions and deliver improved customer experiences. Digital experiences are typically simpler and faster to use. Would you rather stroll aisle after aisle of a home goods superstore searching for a seasonal throw pillow? Or would you rather enter a few words into a search box and find the perfect item for your living room couch at home in your recliner?

Reduce costs

Lastly, a well-designed digital journey can help your company lower costs. By maintaining an easy-to-use help center on your website and leveraging chatbots in your contact center, you’re able to easily answer some of the most common questions a customer has without engaging live agents.

How NICE can help you provide an outstanding digital journey.

NICE CXone is the leading call center software used by thousands of customers of all sizes around the world. As a cloud-native, unified suite of applications, CXone helps companies productively interact with customers through digital channels. Watch our webinar to find out more about the role contact centers play in shaping digital journeys.

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.