The digital customer experience evolves rapidly. With every new smartphone release and operating system update comes room for improvement with how consumers experience your brand. Smart CX strategies focus on not simply implementing new ideas for a quality experience, but also improving upon how customers currently interact with the overall digital presence. Here are 4 tips for improving the digital customer experience in 2019.
Identify and audit customer journeys for ease
Long gone are the days when brands could assume there was one main customer journey, and spend their dollars optimizing digital assets for that singular trajectory.
In an interview for this article, Clare Watson, Operations Director at Zolv, says, “Customers will visit your site for many different reasons; to browse your products, to understand what you do, to leave feedback, to make a purchase, to cancel a purchase, to edit a purchase and a whole lot more!” She continues, “Once you have mapped out what the different user journeys are on your site, user testing is an excellent way of measuring how well your customers are interacting with them.”
Create seamless CX strategies across channels
Transitioning between smartphone, computer, and tablet should be a seamless experience. Consumers spend their time shopping in store, on their phone, and through other digital methods, such a tablet or laptop. While they may have preferred channels to spend their time browsing or buying, most aren’t channel-loyal, and will instead look for the best experience, whether that means better shipping options, lower cost, or quicker checkout.
Effective brands develop a similarity between all channels, while still addressing the individualistic needs of each platform.
Ask for customer feedback
By simply using acquired digital data to inform a digital customer experience strategy, brands are only determining what’s not working well. Needs and flaws cannot dictate experience. To truly understand how your consumers feel with your digital presence, ask them.
Watson says, “A simple but effective way of getting customer feedback is to provide a quick and easy survey for them to fill out while they are on your site. Embed your survey as a popup which grabs the attention of your website visitors; a good way of ensuring it gets filled out is to provide an incentive, such as a small discount on their next purchase, or entering all who take part into a prize draw to win something big.”
Though, smaller bites of feedback can be garnered with other touchpoints, such as a note on a knowledge-base article that asks, “Did you find the answer you need?” with responses of “Yes,” “No,” and the opportunity to type in a comment. Embedded comment forms and clearly labeled feedback emails also help customers provide unsolicited thoughts on what is working or needs improvement.
Introduce anticipation into your digital customer experience
Digital intelligence allows you to anticipate a customer’s needs in ways traditional in-store experiences never could. So why aren’t more brands focusing on creating anticipatory experiences?
In an interview for this article, Antonia Hock, the Global Head of The Ritz-Carlton Leadership Center, says, “Too often, chat windows open with the standard text, ‘How may I help you?’. A much more memorable CX would be to use this service to ask an opening question that is personalized to the current experience that the customer is experiencing on your platform. For example: ‘I see that you have placed a size 7.5 and size 8.0 in your cart for our Red Boots. May I assist you in selecting a size?’ This is a much better chat question that delivers a thoughtful, personal experience—not a generic one!”
Staying on top of the digital customer experience throughout any changes in technology means knowing your customers well and optimizing your channels to support them as they journey through your digital assets.