Digital is no longer just a nice-to-have option. It has become the means to sustain the business amidst an uncertain external environment. When COVID-19 struck, governments across the world imposed lockdowns on most businesses. Businesses and stakeholders realised the resilience of digital channels.

Enterprises have no option but to invest heavily in digital technologies. Survival depends on making available digital channels and pandering to customer expectations there. Here are the fundamentals of digital experience management to retain and delight customers.

1. Map the Customer Journey

The most critical step when managing the customer’s digital experience is to map the journey.

Many enterprises mistake the digital experience as a singular one-off event. A customer’s digital experience encompasses different journeys. It starts from the time the customer first encounters the brand and extends to post-purchase feedback and support. Many customers engage through multiple channels, including smartphone apps, desktops, and even the physical store, at different times.

• Track the customer’s interaction with the website, app and other touchpoints. Identify the points where the customers enjoy the experience and where they get stuck.
• Take feedback from users on the pain points. Get suggestions for improvements. Offer them a clear and easy way to give feedback. Options include a feedback tab in the webpage or app, and emails soliciting the same are two options. Tweak the website and app, based on such feedback.
• Track changes in customer preferences. Use sentiment analysis, social listening tools, and feedback to keep pace with changing customer preferences and trends. Cater proactively to the preferences of the targeted customer base. For instance, many of Generation Y and Generation Z refers to rent rather than own. Offering products with rental subscription plans besides purchase plans delivers a positive experience.
• Improve the UX to ease customer journeys. No design or UX is 100% right on the first try. Improving the customer journey is always an incremental process, with trial-and-error.

2. Identify KPIs Across Platforms

Customer engagement takes place in a vast digital landscape, over an extensive timeline. Keeping track of every second is not just impractical, but also an intrusion into their privacy.

Identify the critical moments of consumer interaction. These are the moments that shape brand perception and loyalty. Such key performance Indicators (KPIs) ultimately decide purchase and retention.

KPIs vary depending on customer demographics, products, and other factors. In a recent Qualtrics study, 65% of customers regarded the website or app experience as a “very important” factor in their digital experience. A good CX always ensures fast loading time and easy access to the required content or service. For instance, it could mean a consumer who accesses the website to research a product and gets a positive interaction may make the purchase decision. A poor experience prompts him to look elsewhere.

Establish baseline metrics. Some examples are the ratio of customers who buy, the ratio of return visitors to the website, and so on. Track such metrics to assess trends. If the metrics indicate poor patronage, seek the pain points.

3. Deliver Consistent Omni-Channel Experience

Since 2016, more people access the Internet through smartphones and tablets than people accessing the internet through desktops and tablets. 82% of consumers make their product decision through their mobile devices. The COVID-19 pandemic has accelerated the shift to digital even more. Social media engagement, chat support, and mobile self-service options have overtaken speaking with an agent over the phone.

A responsive design catering to the mobile screen is the basic step in managing customer expectations. Enterprises seeking a positive customer experience need to work on delivering a consistent omnichannel experience, covering all channels. Today’s customers may research a product through their tablet, follow up through the smartphone when commuting, and conclude the deal through the desktop. Unless they receive a consistent experience and can start from where they ended previously, they will be put off, and go elsewhere.

4. Define a Quality Framework

Curating an excellent customer experience is not a one-step process. It is a continuous effort and co-opts everything the enterprise does. The product positioning, messaging, sales process, and after-sales services all impact the customer experience. The quality framework set by the enterprise determines the delivery of services to the customer.

The quality framework manifests as a set of standards that reflects the enterprise’s commitment to customers. They articulate the commitment to the corporate strategy. The quality framework translates it into action.

The quality framework relates to the company culture as well. For instance, a focus on the customer requires developing systems to focus on customer convenience. This could translate to 24×7 customer support, rather than opening chat and support lines only during office hours. Limiting customer support to the 9 to 5 office hours may cut costs. But investing more to deliver a positive customer experience delivers long term gains.

Communicate the customer-focused vision across the enterprise. Embed it in training and development initiatives, and corporate communications.

5. Deliver Real-Time Response

The best way to manage a positive customer experience is through prompt, customised responses.

Advancements in technology have improved the pace of transactions. Side-by-side, customers have become very demanding. They seek instant responses and solutions. Instant response to customers who have a grievance leaves a favourable impression. A delayed resolution, even if beneficial to the customer, could still tarnish the brand image.

Customisation also matters. Today’s customers expect marketers and support agents to know about them. Repeating details at every point of contact annoys them. A good CRM, linked with the sales portals, field management suite and other points of contact, makes customer-facing employees aware of the customer’s engagement history. The agents may engage with the customers on an informed basis.

Customer expectations change due to extraneous factors such as changes in the external environment and competitor actions. Successful enterprises identify the changes fast and strive for the first-mover advantage.