The rapid proliferation of the internet has toppled the way consumers connect with brands today. Traditional marketing has taken a back foot as customers now rely heavily on digital interactions. Keeping pace with this radical change in consumer behavior, more businesses are adopting the “digital” model to reach the right target audience at the right time- influencing their purchase decisions. However, their biggest challenge lies in delivering an improved digital customer experience.
Why Does Digital Customer Experience Matter for Brands?
Consumer behavior is changing rapidly today- they tend to connect with brands across different digital channels. At the same time, their attention span has decreased radically, often considered shorter than a goldfish! They can effortlessly jump from one channel to another with many digital platforms to engage with. The average website visit may last even less than a minute, while consumers often leave a page in just 10-20 seconds!
In the digital era, switching costs have been reduced dramatically for customers. If one does not like the products or services at one website, alternatives are just a second away. Hence, you have only a few seconds to make an impression, offering a differentiated digital experience that enables you to win and retain your customers. According to a study conducted by Ted Schadler – an analyst at Forrester, customer satisfaction primarily revolves around the digital experience. This mostly involves:
- Improving online digital customer experience
- Improving or adding mobile customer experiences
- Improving cross-channel digital experiences
The global DXP platform (Digital Experience Platform) market was valued at $10.11 billion in 2021. However, it is projected to expand at a CAGR of 13.3% from 2022 to 2030. As more organizations are inclined to deliver streamlined, customized, and integrated customer experience, it is expected to boost the market growth in 2022 and beyond.
Significant growth in video sharing, podcasting, social networking, and web applications has given rise to multiple digital touchpoints through which customers can connect to a brand. This has pushed many businesses to adopt an omnichannel mindset. This means building a multi-channel brand presence that ensures your customers can find you on your app, in-store tablet, website, or third-party reseller’s site.
At the same time, it is crucial to deliver a consistent and recognizable presence across all digital channels, helping your customers pick up their journey from where they had left and continue with it seamlessly. A robust and intuitive digital experience platform delivers more than just building a website; it enables you to create an omnichannel presence through custom applications, engaging content creation, user behavior analytics, and improved asset management.
To sum up, delivering an enhanced and differentiated digital customer experience is important because:
- More consumers are going digital
- Gain customer insights through multiple digital channels
- Meet individual needs with personalized solutions
How to Improve Digital Customer Experience?
Here is how you can deliver an enhanced digital transformation customer experience across multiple channels and target groups:
#1. Optimize Your Website
Slow loading time, poor navigation, unimpressive UI, irrelevant content – all these factors can significantly affect CX, i.e., customer experience on your website. And switching to a better alternative is just a click away for your customers. It is crucial to overcome these challenges when curating your customer’s digital journey.
Continuous website optimization is key here, taking your digital CX to the next level through:
- Reducing image size
- Minimizing redirects
- Choosing a powerful web host that promises high uptime
- Cutting back on website plugins
- Using robust content management tools to generate fresh, unique, and engaging content
#2: Leverage Advanced Tools & Technologies
Improve experience at every customer touchpoint by integrating modern technologies such as:
- Live chat
This aids in customer delight as they feel valued knowing that the company addresses their pain points well.
#3: Build Omnichannel Presence
Another way to deliver an awesome digital customer experience is by building an omnichannel presence that engages and inspires your consumers across multiple platforms. Use innovative DXP software to create and deliver great customer experiences in just a fraction of time- and on any platform you are.
Delivering out-of-the-box, relevant, and engaging digital transformation customer experience is pivotal for businesses to survive and grow in today’s competitive digital marketplace. Explore how HCL Digital Experience can help streamline the process of creating great experiences to attract and retain more customers. Schedule a demo today!