Digital Customer Experience

What is Digital Customer Experience?

Digital customer experience refers to how you approach any interaction a customer has with your brand online. This may be via a website, social media, or,  increasingly, over messaging channels.

Many brands opt for an omnichannel approach to customer experience. This means that you have a number of different channels to handle each customer touchpoint. For example, if a customer wants to make a complaint (fingers crossed they don’t), they may choose to call, send an email or contact you over WhatsApp.

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The benefit of an omnichannel approach is that you cater to the individual preference in contact channel for each customer. The downside is that brands often end up providing a mediocre experience. The issue is that they’re trying to do too much. 

Instead, we propose a unichannel approach. In this scenario, a brand focuses on one channel and goes deeper - investing in their chosen platform and training their teams to deliver exceptional experiences.

What is Modern Digital Customer Experience?

A new standard for exceptional customer experience has arrived, and it’s entirely digital. As the previous year propelled consumers to conduct business virtually and shop almost exclusively online, a higher bar than ever before was set for brand/consumer conversations. 

Consumers now expect nothing short of effortless, customized, two-way communication if they are to remain loyal to your brand in 2021. But that of course, is easier said than done. Loyalty is built throughout each step of the customer experience from care, to engagement, to acquisition. To successfully earn their trust at every touch point of the customer journey, brands need to think about digital customer experience differently than ever before; tactfully weaving artificial intelligence into conversational experience. 

Success in 2021’s new digital arena will mean embracing the unique nature of messaging and combining human agents with self-service through adaptive automation. Pouring billions into expensive IVR systems, frustrating support and ineffective community forums will unsurprisingly result in brands continuing to see a decline in consumer engagement and satisfaction. True success will lie with those brands who understand the growing consumer desire to simply be a part of a two-way conversation on digital channels.

Consumers have reinvented how, when, and where they interact with your brand. As such, private messaging must be at the forefront of your modern customer engagement strategy. Private messaging channels allow brands to engage with their customers across the entire customer lifecycle to:

Brands like to talk about digitization initiatives. In 2021 they need to match this talk with action. 

Why Should Digital Customer Experience Matter to Your Brand?

Smartphones have given modern consumers a bigger voice than ever. They’ve also given forward-thinking brands the opportunity to provide a more joined-up personalized experience for their customers. By casting off, or at least relying less heavily on, legacy channels such as phone, email or live chat, customer experience professionals can keep track of a customer’s journey across their entire lifecycle.

The asynchronous, device hopping nature of messaging channels mean 1:1 customer/brand relationships are possible, and often demanded by the consumers themselves. They allow engagement to be effectively tracked at every touchpoint, providing untold opportunities to build informed interactions based on past experiences, preferences and needs. The interactions aren’t isolated or ticket-based, they’re part of a broader way of thinking when it comes to managing digital customer experience. 

The last year has propelled consumers around the world to work remotely, shop online, and connect virtually. While we are yet to define what a new ‘new normal’ is, we do know that the shift to all-digital is here. 

5 Key Digital Customer Service Stats 

  1. Private Messaging Conversation has Grown 87% Year-on-Year
  2. 69% of Customers Engaged With a Brand Over Private Messaging Channels in 2020
  3. 88% of Consumers Will Come Back to a Brand if They Deliver Great Customer Experience On Messaging Channels 
  4. Great Customer Experience is More Important to Customers Than Competitive Pricing and Quality Products
  5. 40% of Brands Believe Private Messaging Channels Will be the Biggest Disrupter of Customer Experience Strategies in 2021

It’s clear that customer expectations have risen, for both the channels they communicate with brands on and the quality of those experiences. As platform providers evolve at breakneck speeds, it’s up to brands to leverage the power of messaging channels and start providing exceptional personalized digital customer experiences anywhere and at any time. Brands must innovate to keep pace.

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Customer Experience Strategy

Armed with smartphones, digital channels ablaze, the consumer of today has more voice than ever. Delivering a second-class customer experience no longer cuts it. Brands must create scaled, in-the-moment and meaningful 1:1 relationships with their customers if they want to withstand the test of time. Engendering brand loyalty requires engagement at every touchpoint the digital customer demands.

Consumers and brands alike have been propelled into the digital world — radically changing the face of brand-consumer engagement. Technological advancements mean we are living amidst a digital transformation, a shrinking world where we are more connected than ever before. With a recent Conversocial report finding over half (55%) of respondents have used a private messaging app to connect with a brand, there is no time like the present to evaluate your customer experience strategy.

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Messaging Customer Experience

The fundamentals of delivering a good customer experience will be as consistent in 2020 as they were in 2019; customers still expect convenient communication that takes little effort on their behalf. But with the rise of friction-free, asynchronous, and personalized private messaging channels for customer-brand conversations, contact centers must adapt accordingly.

Messaging channels are the perfect platform for developing new customer experiences. Your customers already live on channels such as Apple Messages, WhatsApp and Facebook Messenger. They don’t need to download a new app or find you online. They can find you in their preferred platform.

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Customer Experience Automation

We’re starting to see brands figure out how to use bots and AI in a way that adds real value for customers. When asked if they are comfortable with entirely non-human interactions, consumers are almost perfectly divided — 48% said yes, and 52% said no. What’s interesting though, is that 71% would happily use a bot if it improved their customer experience. 

This data conveys that half of our surveyed consumers still harbor an element of mistrust in the ongoing role bots and AI will play in customer experience management. But it does not need to be this way. Many customers, unknowingly in many cases it seems, regularly interact with a bot in some form. In fact, many Conversocial clients have implemented our Navigator product offering to help route issues to the right team or collect a layer of case information to inform the agent prior to issue handoff. In 2020, brands should allocate some focus on better educating their customers of the experience benefits of bot-augmented issue resolution. 

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Customer Experience Analysis

How do you prove the effectiveness of your customer experience? While it all depends on the experience you’re providing, there are some aspects that are universal. When it comes to customer support, it’s simply a case of analyzing the effectiveness of the channels you're utilizing. The only issue here is that you’re probably using different best-in-breed vendors for each channel, all with their own reporting capabilities and scores. 

Calculate your Customer Experience ROI

We gave this a lot of thought and, after much fine-tuning, we created a new metric that makes it easy for brands to compare the effectiveness of their customer experience service channels - The Service Index.

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Customer Experience Resources