Let\u2019s get started.<\/p>\n
Quick Takeaways<\/h2>\n\n- The digital customer experience includes every digital channel: websites, mobile apps, IoT devices, social media, voice-activated devices and more.<\/li>\n
- Customers are 3.5X more likely to purchase again from a company after they have a positive experience.<\/li>\n
- You can align your DCX strategy to the buyer journey with targeted content, an intent-based website, and tailored communication channels.<\/li>\n
- Responsive design ensures a seamless web experience on any device.<\/li>\n
- Brands powering their DCX with an omnichannel strategy retain customers at more than double the rate as those that don\u2019t.<\/li>\n<\/ul>\n
What is the digital customer experience (DCX)?<\/h2>\n
The digital customer experience (DCX)<\/a> refers to the way your customers experience your brand across all digital channels \u2014 desktop, mobile, tablet, owned apps, social media, voice-activated devices, IoT devices and more.<\/p>\nThe DCX is an extension of in-person interactions customers have with your brand and today is often the primary way customers discover and interact with brands. It impacts customer satisfaction, is an essential part of building strong customer relationships, and is important to controlling your overall brand perception.<\/p>\n
It\u2019s also a standard expectation from the modern consumer. In fact, consumers no longer see digital channels as separate from more traditional channels (if they ever did). Instead, as technology has become more integrated into our everyday lives, consumers have expected brands to adjust their overall experience accordingly.<\/p>\n
Today, consumers want an absolutely seamless experience across channels. They want to be able to pick up where they left off on one channel and continue on another. They want to have personalized experiences with services and product recommendations tailored to their needs.<\/p>\n
From a brand\u2019s perspective, it all comes down to one thing: making customers feel good when they interact with your brand. In fact, customers who rate their experience as positive are exponentially more likely<\/a> to trust, recommend, and make additional purchases from that brand.<\/p>\n![\"Customers](\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/Positive-Customer-Experience-1.png\")
<\/p>\n
Image Source: XM Institute<\/em><\/p>\nTechnology today makes it possible for brands to provide this hyper-personalized experience to consumers at scale. Still, it\u2019s not as easy as simply adding digital communication channels and expecting the experience to level up on its own. To build a mature DCX that\u2019s seamless for the customers, brands need to rethink their strategy from the ground up.<\/p>\n
That starts with the buyer journey.<\/p>\n
Aligning your DCX with the buyer journey<\/h2>\nDefining the buyer journey<\/h3>\n
Launching a true digital customer experience changes your buyer journey and impacts the way people move from awareness through to purchase. Any time you\u2019re creating a new DCX or updating the one you already provide, it\u2019s important to revisit your buyer journey and align it with your marketing channels, experience platforms, and other customer touchpoints.<\/p>\n
In its simplest form, the buyer journey looks like this:<\/p>\n
![\"The](\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/Buyer-Journey-Simple-1.jpg\")
<\/p>\n
Image Source: HubSpot<\/em><\/p>\nFirst, identify which touchpoints occur throughout each stage of the buyer journey. Then, build a strategy that both makes your DCX positive at every stage and facilitates a seamless transition to the next one. Here are three ways to do it:<\/p>\n
\n- Target digital content to different customer segments<\/li>\n
- Build intent-based website<\/li>\n
- Tailor communication channels to different customer needs<\/li>\n<\/ul>\n
Targeting digital content<\/h3>\n
Your digital content is often the first experience future customers have with your brand. But not all content is created equal in the eyes of consumers. The most valuable content to them is content that meets their individual needs \u2014 which depends on their current stage of the buyer journey.<\/p>\n
For example: someone exploring a new problem they\u2019re experiencing needs different content than someone who has already evaluated solutions and wants to make a purchase. It\u2019s up to you to create content for users at every stage and make sure it gets to them effectively. This is done mostly through keyword research<\/a> and content marketing<\/a>.<\/p>\nBuild an intent-based website<\/h3>\n
Your website is equivalent to the storefront of the past. It\u2019s the digital representation of what your brand has to offer its customers. One way to ensure it helps to create the best possible DCX is to build your website with buyer intent in mind. In other words: can users find website content that helps them fulfill their current intent.<\/p>\n
That intent could be to:<\/p>\n
\n- Get more information about your brand and offerings<\/li>\n
- Contact a customer support representative<\/li>\n
- Sign up to receive emails or subscribe to your blog<\/li>\n
- Browse products and make a purchase<\/li>\n<\/ul>\n
These are just a few examples. There is no one-size-fits-all approach to building an intent-based website because there is no one-size-fits-all brand or customer. The key here is to research your customers.<\/p>\n
Know the questions they ask at each stage of the buying process. Use website analytics<\/a> to learn how people interact with your site. Create a site structure and navigation map that allows customers to easily find the information \u2014 and take the action \u2014 that corresponds with their stage of the buyer journey.<\/p>\nLanding pages<\/a> are one example of a really effective intent-based website strategy that makes sure users land on the right page at the right time.<\/p>\nTailor communication channels to different customer needs<\/h3>\n
Which communication channels are your customers using \u2014 and when? Knowing this enables you to optimize every channel for the best possible digital customer experience.<\/p>\n
For example: when customers have questions about the pricing of your product, they may turn to your website chatbot more than any other channel. If that\u2019s the case, you want to equip your chatbot to answer this question exactly the way you intend, providing accurate and helpful answers that keep users happy and moving along the buyer journey.<\/p>\n
On the other hand, current customers who encounter technical issues with your product may content customer support via email. If that\u2019s the case, you need to have a strategy in place to be sure customers receive a prompt response that helps them resolve issues quickly.<\/p>\n
There are two things to note here: one, you can (to some extent) control the channels customers use for different types of interactions by guiding them to those channels wherever possible (your website, in welcome emails, etc.).<\/p>\n
Second, the most-utilized channels really depend on the brand and the traits or behaviors of its customers. This may or may not be able to be controlled. An older demographic may simply lean toward email communication vs. in-app or chatbot interactions. In that case, don\u2019t fight the inevitable: optimize your DCX to align with clearly indicated preferences.<\/p>\n
Best practices for optimizing the digital customer experience<\/h2>\n
We know now that an optimized DCX requires research and strategy building unique to each brand. That said, there are best practices working across industries, customer demographics, and brand niches that you should be sure to implement as part of your plan:<\/p>\n
Use responsive design<\/h3>\n
More than half of the world\u2019s internet traffic is now happening on mobile devices. Today, 61% of users have a higher opinion of brands whose sites are optimized for smartphones and other mobile devices. Responsive design is the answer. It alters the look of your website depending on the device for optimal viewing and navigation.<\/p>\n
Here\u2019s an example:<\/p>\n
![\"Example](\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/Responsive-Design-1.png\")
<\/p>\n
Image Source: inVision<\/em><\/p>\nExecute an omnichannel marketing strategy<\/h3>\n
Remember: customers view their interactions with your brand as one whole experience \u2014 not a separate set of touchpoints. Implementing an omnichannel strategy ensures that customers can move seamlessly from channel to channel without losing information or progress on a particular action.<\/p>\n
For example: if a customer creates a shopping cart on their desktop, they should be able to log in later from your app to access the saved cart and finish their purchase.<\/p>\n
Organizations that implement a strong omnichannel strategy retain 89%<\/a> of their customers (compared to only 33% for those who don\u2019t).<\/p>\n![\"Brands](\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/Omnichannel-1-1.png\")
<\/p>\n
Image Source: Invesp<\/em><\/p>\nBe data-driven<\/h3>\n
The ability to provide an optimal digital customer experience depends largely on what you know about your customers. A data-driven approach to DCX means leveraging tools like Google Analytics and other data tools through your email marketing platform, social media sites, and mobile apps to measure and analyze customer behavior.<\/p>\n
When you know how customers behave on your digital channels, you can learn more about their preferences and continually refine your strategy to improve their experience.<\/p>\n
Personalize, personalize, personalize<\/h3>\n
Customers value personalization. A vast majority \u2014 80% \u2014 of consumers say they want a personalized experience from brands. According to McKinsey, it\u2019s one of those things customers take for granted until a brand gets it wrong. When they do, consumers don\u2019t hesitate to leave for a competitor.<\/p>\n
Personalize whenever possible throughout your digital customer experience. Use personal information in communications (like names in emails). Customize product recommendations to user preferences. Train customer support reps to access historical information and remind customers that they\u2019ll use it to help them. All of these actions (and others that are similar) help build a more positive DCX and strengthen your customer relationships.<\/p>\n
Maintain high availability<\/h3>\n
Customers have higher expectations than ever about brand availability. Many customers even expect 24\/7 support in some form or another. Digital channels provide the tools needed to do it. Be sure your DCX includes resources customers can access all the time to get their questions answered (for example: an FAQ page or an AI-powered chatbot) and clearly communicate when real human support is available for those who need it.<\/p>\n
Collect (and use) customer feedback<\/h3>\n
Digital channels and tools have also made it easier than ever to collect and utilize customer feedback to continually improve your DCX. Simple rating systems (like a 5-star rating scale) or more involved feedback platforms (like customer review sites) both provide opportunities to read what customers have to say about your brand.<\/p>\n
Be proactive about collecting customer feedback by asking customers to rate or write about their experience. Minimize the impact of negative feedback by responding quickly to negative comments or ratings and helping those customers resolve outstanding issues.<\/p>\n
Finally, put processes in place to actually review customer feedback, identify trends, and use feedback to improve the DCX.<\/p>\n
Create high-value content to power your DCX<\/h2>\n
Your content is a foundational part of your digital customer experience at every stage of the buyer journey. The team of writers and SEO experts at Marketing Insider Group can deliver you optimized, ready-to-publish content every week for one year (or more) to power your strategy.<\/p>\n
Check out our SEO Blog Writing Service<\/a> or schedule a quick consultation<\/a> to learn more and get started today!<\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"The digital customer experience (DCX) is a core component of every business\u2019s marketing, sales, and customer support strategies in 2022 \u2014 or at least it should be. Customers expect a DCX that allows them to seamlessly move across channels and platforms to interact with a brand. Companies that execute DCX well experience higher customer satisfaction, […]<\/p>\n","protected":false},"author":6,"featured_media":82731,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","footnotes":""},"categories":[15],"tags":[],"class_list":["post-82725","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing"],"acf":[],"yoast_head":"\n
How to Provide a Remarkable Digital Customer Experience - Marketing Insider Group<\/title>\n<meta name=\"description\" content=\"Explore how you can provide a digital customer experience that drives customer satisfaction and wins you new business!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-provide-a-remarkable-digital-customer-experience\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Provide a Remarkable Digital Customer Experience - Marketing Insider Group\" \/>\n<meta property=\"og:description\" content=\"Explore how you can provide a digital customer experience that drives customer satisfaction and wins you new business!\" \/>\n<meta property=\"og:url\" content=\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-provide-a-remarkable-digital-customer-experience\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing Insider Group\" \/>\n<meta property=\"article:published_time\" content=\"2022-07-11T14:00:52+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-09-14T10:10:54+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/MIG-Feature-Image-Template-11-1-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"960\" \/>\n\t<meta property=\"og:image:height\" content=\"540\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Michael Brenner\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/twitter.com\/BrennerMichael\" \/>\n<meta name=\"twitter:site\" content=\"@brennermichael\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Michael Brenner\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"9 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-provide-a-remarkable-digital-customer-experience\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-provide-a-remarkable-digital-customer-experience\/\"},\"author\":{\"name\":\"Michael Brenner\",\"@id\":\"https:\/\/marketinginsidergroup.com\/#\/schema\/person\/118d6e7d650168184b62731596035014\"},\"headline\":\"How to Provide a Remarkable Digital Customer Experience\",\"datePublished\":\"2022-07-11T14:00:52+00:00\",\"dateModified\":\"2023-09-14T10:10:54+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-provide-a-remarkable-digital-customer-experience\/\"},\"wordCount\":1841,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/marketinginsidergroup.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-provide-a-remarkable-digital-customer-experience\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/MIG-Feature-Image-Template-11-1-1.png\",\"articleSection\":[\"Content Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-provide-a-remarkable-digital-customer-experience\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-provide-a-remarkable-digital-customer-experience\/\",\"url\":\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-provide-a-remarkable-digital-customer-experience\/\",\"name\":\"How to Provide a Remarkable Digital Customer Experience - Marketing Insider Group\",\"isPartOf\":{\"@id\":\"https:\/\/marketinginsidergroup.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-provide-a-remarkable-digital-customer-experience\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-provide-a-remarkable-digital-customer-experience\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/MIG-Feature-Image-Template-11-1-1.png\",\"datePublished\":\"2022-07-11T14:00:52+00:00\",\"dateModified\":\"2023-09-14T10:10:54+00:00\",\"description\":\"Explore how you can provide a digital customer experience that drives customer satisfaction and wins you new business!\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-provide-a-remarkable-digital-customer-experience\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-provide-a-remarkable-digital-customer-experience\/#primaryimage\",\"url\":\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/MIG-Feature-Image-Template-11-1-1.png\",\"contentUrl\":\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/MIG-Feature-Image-Template-11-1-1.png\",\"width\":960,\"height\":540,\"caption\":\"||||\"},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/marketinginsidergroup.com\/#website\",\"url\":\"https:\/\/marketinginsidergroup.com\/\",\"name\":\"Marketing Insider Group\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/marketinginsidergroup.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/marketinginsidergroup.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/marketinginsidergroup.com\/#organization\",\"name\":\"Marketing Insider Group\",\"url\":\"https:\/\/marketinginsidergroup.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/marketinginsidergroup.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/MIG-OG.png\",\"contentUrl\":\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/MIG-OG.png\",\"width\":722,\"height\":369,\"caption\":\"Marketing Insider Group\"},\"image\":{\"@id\":\"https:\/\/marketinginsidergroup.com\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/x.com\/brennermichael\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/marketinginsidergroup.com\/#\/schema\/person\/118d6e7d650168184b62731596035014\",\"name\":\"Michael Brenner\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/marketinginsidergroup.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/567bd79ac0e8bfd291fa3f52c0b5d012cd2c231d8e216769399839229936cca9?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/567bd79ac0e8bfd291fa3f52c0b5d012cd2c231d8e216769399839229936cca9?s=96&d=mm&r=g\",\"caption\":\"Michael Brenner\"},\"description\":\"Michael Brenner is an international keynote speaker, author of \\\"Mean People Suck\\\" and \\\"The Content Formula\\\", and Founder of Marketing Insider Group. Recognized as a Top Content Marketing expert and Digital Marketing Leader, Michael leverages his experience from roles in sales and marketing for global brands like SAP and Nielsen, as well as his leadership in leading teams and driving growth for thriving startups. Today, Michael delivers empowering keynotes on marketing and leadership, and facilitates actionable workshops on content marketing strategy. Connect with Michael today.\",\"sameAs\":[\"https:\/\/marketinginsidergroup.com\",\"https:\/\/x.com\/https:\/\/twitter.com\/BrennerMichael\"],\"url\":\"https:\/\/marketinginsidergroup.com\/author\/mbrenner\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"How to Provide a Remarkable Digital Customer Experience - Marketing Insider Group","description":"Explore how you can provide a digital customer experience that drives customer satisfaction and wins you new business!","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-provide-a-remarkable-digital-customer-experience\/","og_locale":"en_US","og_type":"article","og_title":"How to Provide a Remarkable Digital Customer Experience - Marketing Insider Group","og_description":"Explore how you can provide a digital customer experience that drives customer satisfaction and wins you new business!","og_url":"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-provide-a-remarkable-digital-customer-experience\/","og_site_name":"Marketing Insider Group","article_published_time":"2022-07-11T14:00:52+00:00","article_modified_time":"2023-09-14T10:10:54+00:00","og_image":[{"width":960,"height":540,"url":"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/MIG-Feature-Image-Template-11-1-1.png","type":"image\/png"}],"author":"Michael Brenner","twitter_card":"summary_large_image","twitter_creator":"@https:\/\/twitter.com\/BrennerMichael","twitter_site":"@brennermichael","twitter_misc":{"Written by":"Michael Brenner","Est. reading time":"9 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-provide-a-remarkable-digital-customer-experience\/#article","isPartOf":{"@id":"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-provide-a-remarkable-digital-customer-experience\/"},"author":{"name":"Michael Brenner","@id":"https:\/\/marketinginsidergroup.com\/#\/schema\/person\/118d6e7d650168184b62731596035014"},"headline":"How to Provide a Remarkable Digital Customer Experience","datePublished":"2022-07-11T14:00:52+00:00","dateModified":"2023-09-14T10:10:54+00:00","mainEntityOfPage":{"@id":"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-provide-a-remarkable-digital-customer-experience\/"},"wordCount":1841,"commentCount":0,"publisher":{"@id":"https:\/\/marketinginsidergroup.com\/#organization"},"image":{"@id":"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-provide-a-remarkable-digital-customer-experience\/#primaryimage"},"thumbnailUrl":"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/MIG-Feature-Image-Template-11-1-1.png","articleSection":["Content Marketing"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-provide-a-remarkable-digital-customer-experience\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-provide-a-remarkable-digital-customer-experience\/","url":"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-provide-a-remarkable-digital-customer-experience\/","name":"How to Provide a Remarkable Digital Customer Experience - Marketing Insider Group","isPartOf":{"@id":"https:\/\/marketinginsidergroup.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-provide-a-remarkable-digital-customer-experience\/#primaryimage"},"image":{"@id":"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-provide-a-remarkable-digital-customer-experience\/#primaryimage"},"thumbnailUrl":"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/MIG-Feature-Image-Template-11-1-1.png","datePublished":"2022-07-11T14:00:52+00:00","dateModified":"2023-09-14T10:10:54+00:00","description":"Explore how you can provide a digital customer experience that drives customer satisfaction and wins you new business!","inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-provide-a-remarkable-digital-customer-experience\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-provide-a-remarkable-digital-customer-experience\/#primaryimage","url":"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/MIG-Feature-Image-Template-11-1-1.png","contentUrl":"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/MIG-Feature-Image-Template-11-1-1.png","width":960,"height":540,"caption":"||||"},{"@type":"WebSite","@id":"https:\/\/marketinginsidergroup.com\/#website","url":"https:\/\/marketinginsidergroup.com\/","name":"Marketing Insider Group","description":"","publisher":{"@id":"https:\/\/marketinginsidergroup.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/marketinginsidergroup.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/marketinginsidergroup.com\/#organization","name":"Marketing Insider Group","url":"https:\/\/marketinginsidergroup.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/marketinginsidergroup.com\/#\/schema\/logo\/image\/","url":"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/MIG-OG.png","contentUrl":"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/MIG-OG.png","width":722,"height":369,"caption":"Marketing Insider Group"},"image":{"@id":"https:\/\/marketinginsidergroup.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/brennermichael"]},{"@type":"Person","@id":"https:\/\/marketinginsidergroup.com\/#\/schema\/person\/118d6e7d650168184b62731596035014","name":"Michael Brenner","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/marketinginsidergroup.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/567bd79ac0e8bfd291fa3f52c0b5d012cd2c231d8e216769399839229936cca9?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/567bd79ac0e8bfd291fa3f52c0b5d012cd2c231d8e216769399839229936cca9?s=96&d=mm&r=g","caption":"Michael Brenner"},"description":"Michael Brenner is an international keynote speaker, author of \"Mean People Suck\" and \"The Content Formula\", and Founder of Marketing Insider Group. Recognized as a Top Content Marketing expert and Digital Marketing Leader, Michael leverages his experience from roles in sales and marketing for global brands like SAP and Nielsen, as well as his leadership in leading teams and driving growth for thriving startups. Today, Michael delivers empowering keynotes on marketing and leadership, and facilitates actionable workshops on content marketing strategy. Connect with Michael today.","sameAs":["https:\/\/marketinginsidergroup.com","https:\/\/x.com\/https:\/\/twitter.com\/BrennerMichael"],"url":"https:\/\/marketinginsidergroup.com\/author\/mbrenner\/"}]}},"_links":{"self":[{"href":"https:\/\/marketinginsidergroup.com\/wp-json\/wp\/v2\/posts\/82725","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/marketinginsidergroup.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/marketinginsidergroup.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/marketinginsidergroup.com\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/marketinginsidergroup.com\/wp-json\/wp\/v2\/comments?post=82725"}],"version-history":[{"count":1,"href":"https:\/\/marketinginsidergroup.com\/wp-json\/wp\/v2\/posts\/82725\/revisions"}],"predecessor-version":[{"id":82730,"href":"https:\/\/marketinginsidergroup.com\/wp-json\/wp\/v2\/posts\/82725\/revisions\/82730"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/marketinginsidergroup.com\/wp-json\/wp\/v2\/media\/82731"}],"wp:attachment":[{"href":"https:\/\/marketinginsidergroup.com\/wp-json\/wp\/v2\/media?parent=82725"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/marketinginsidergroup.com\/wp-json\/wp\/v2\/categories?post=82725"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/marketinginsidergroup.com\/wp-json\/wp\/v2\/tags?post=82725"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
What is the digital customer experience (DCX)?<\/h2>\n
The digital customer experience (DCX)<\/a> refers to the way your customers experience your brand across all digital channels \u2014 desktop, mobile, tablet, owned apps, social media, voice-activated devices, IoT devices and more.<\/p>\n The DCX is an extension of in-person interactions customers have with your brand and today is often the primary way customers discover and interact with brands. It impacts customer satisfaction, is an essential part of building strong customer relationships, and is important to controlling your overall brand perception.<\/p>\n It\u2019s also a standard expectation from the modern consumer. In fact, consumers no longer see digital channels as separate from more traditional channels (if they ever did). Instead, as technology has become more integrated into our everyday lives, consumers have expected brands to adjust their overall experience accordingly.<\/p>\n Today, consumers want an absolutely seamless experience across channels. They want to be able to pick up where they left off on one channel and continue on another. They want to have personalized experiences with services and product recommendations tailored to their needs.<\/p>\n From a brand\u2019s perspective, it all comes down to one thing: making customers feel good when they interact with your brand. In fact, customers who rate their experience as positive are exponentially more likely<\/a> to trust, recommend, and make additional purchases from that brand.<\/p>\n Image Source: XM Institute<\/em><\/p>\n Technology today makes it possible for brands to provide this hyper-personalized experience to consumers at scale. Still, it\u2019s not as easy as simply adding digital communication channels and expecting the experience to level up on its own. To build a mature DCX that\u2019s seamless for the customers, brands need to rethink their strategy from the ground up.<\/p>\n That starts with the buyer journey.<\/p>\n Launching a true digital customer experience changes your buyer journey and impacts the way people move from awareness through to purchase. Any time you\u2019re creating a new DCX or updating the one you already provide, it\u2019s important to revisit your buyer journey and align it with your marketing channels, experience platforms, and other customer touchpoints.<\/p>\n In its simplest form, the buyer journey looks like this:<\/p>\n Image Source: HubSpot<\/em><\/p>\n First, identify which touchpoints occur throughout each stage of the buyer journey. Then, build a strategy that both makes your DCX positive at every stage and facilitates a seamless transition to the next one. Here are three ways to do it:<\/p>\n Your digital content is often the first experience future customers have with your brand. But not all content is created equal in the eyes of consumers. The most valuable content to them is content that meets their individual needs \u2014 which depends on their current stage of the buyer journey.<\/p>\n For example: someone exploring a new problem they\u2019re experiencing needs different content than someone who has already evaluated solutions and wants to make a purchase. It\u2019s up to you to create content for users at every stage and make sure it gets to them effectively. This is done mostly through keyword research<\/a> and content marketing<\/a>.<\/p>\n Your website is equivalent to the storefront of the past. It\u2019s the digital representation of what your brand has to offer its customers. One way to ensure it helps to create the best possible DCX is to build your website with buyer intent in mind. In other words: can users find website content that helps them fulfill their current intent.<\/p>\n That intent could be to:<\/p>\n These are just a few examples. There is no one-size-fits-all approach to building an intent-based website because there is no one-size-fits-all brand or customer. The key here is to research your customers.<\/p>\n Know the questions they ask at each stage of the buying process. Use website analytics<\/a> to learn how people interact with your site. Create a site structure and navigation map that allows customers to easily find the information \u2014 and take the action \u2014 that corresponds with their stage of the buyer journey.<\/p>\n Landing pages<\/a> are one example of a really effective intent-based website strategy that makes sure users land on the right page at the right time.<\/p>\n Which communication channels are your customers using \u2014 and when? Knowing this enables you to optimize every channel for the best possible digital customer experience.<\/p>\n For example: when customers have questions about the pricing of your product, they may turn to your website chatbot more than any other channel. If that\u2019s the case, you want to equip your chatbot to answer this question exactly the way you intend, providing accurate and helpful answers that keep users happy and moving along the buyer journey.<\/p>\n On the other hand, current customers who encounter technical issues with your product may content customer support via email. If that\u2019s the case, you need to have a strategy in place to be sure customers receive a prompt response that helps them resolve issues quickly.<\/p>\n There are two things to note here: one, you can (to some extent) control the channels customers use for different types of interactions by guiding them to those channels wherever possible (your website, in welcome emails, etc.).<\/p>\n Second, the most-utilized channels really depend on the brand and the traits or behaviors of its customers. This may or may not be able to be controlled. An older demographic may simply lean toward email communication vs. in-app or chatbot interactions. In that case, don\u2019t fight the inevitable: optimize your DCX to align with clearly indicated preferences.<\/p>\n We know now that an optimized DCX requires research and strategy building unique to each brand. That said, there are best practices working across industries, customer demographics, and brand niches that you should be sure to implement as part of your plan:<\/p>\n More than half of the world\u2019s internet traffic is now happening on mobile devices. Today, 61% of users have a higher opinion of brands whose sites are optimized for smartphones and other mobile devices. Responsive design is the answer. It alters the look of your website depending on the device for optimal viewing and navigation.<\/p>\n Here\u2019s an example:<\/p>\n Image Source: inVision<\/em><\/p>\n Remember: customers view their interactions with your brand as one whole experience \u2014 not a separate set of touchpoints. Implementing an omnichannel strategy ensures that customers can move seamlessly from channel to channel without losing information or progress on a particular action.<\/p>\n For example: if a customer creates a shopping cart on their desktop, they should be able to log in later from your app to access the saved cart and finish their purchase.<\/p>\n Organizations that implement a strong omnichannel strategy retain 89%<\/a> of their customers (compared to only 33% for those who don\u2019t).<\/p>\n Image Source: Invesp<\/em><\/p>\n The ability to provide an optimal digital customer experience depends largely on what you know about your customers. A data-driven approach to DCX means leveraging tools like Google Analytics and other data tools through your email marketing platform, social media sites, and mobile apps to measure and analyze customer behavior.<\/p>\n When you know how customers behave on your digital channels, you can learn more about their preferences and continually refine your strategy to improve their experience.<\/p>\n Customers value personalization. A vast majority \u2014 80% \u2014 of consumers say they want a personalized experience from brands. According to McKinsey, it\u2019s one of those things customers take for granted until a brand gets it wrong. When they do, consumers don\u2019t hesitate to leave for a competitor.<\/p>\n Personalize whenever possible throughout your digital customer experience. Use personal information in communications (like names in emails). Customize product recommendations to user preferences. Train customer support reps to access historical information and remind customers that they\u2019ll use it to help them. All of these actions (and others that are similar) help build a more positive DCX and strengthen your customer relationships.<\/p>\n Customers have higher expectations than ever about brand availability. Many customers even expect 24\/7 support in some form or another. Digital channels provide the tools needed to do it. Be sure your DCX includes resources customers can access all the time to get their questions answered (for example: an FAQ page or an AI-powered chatbot) and clearly communicate when real human support is available for those who need it.<\/p>\n Digital channels and tools have also made it easier than ever to collect and utilize customer feedback to continually improve your DCX. Simple rating systems (like a 5-star rating scale) or more involved feedback platforms (like customer review sites) both provide opportunities to read what customers have to say about your brand.<\/p>\n Be proactive about collecting customer feedback by asking customers to rate or write about their experience. Minimize the impact of negative feedback by responding quickly to negative comments or ratings and helping those customers resolve outstanding issues.<\/p>\n Finally, put processes in place to actually review customer feedback, identify trends, and use feedback to improve the DCX.<\/p>\n Your content is a foundational part of your digital customer experience at every stage of the buyer journey. The team of writers and SEO experts at Marketing Insider Group can deliver you optimized, ready-to-publish content every week for one year (or more) to power your strategy.<\/p>\n Check out our SEO Blog Writing Service<\/a> or schedule a quick consultation<\/a> to learn more and get started today!<\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":" The digital customer experience (DCX) is a core component of every business\u2019s marketing, sales, and customer support strategies in 2022 \u2014 or at least it should be. Customers expect a DCX that allows them to seamlessly move across channels and platforms to interact with a brand. Companies that execute DCX well experience higher customer satisfaction, […]<\/p>\n","protected":false},"author":6,"featured_media":82731,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","footnotes":""},"categories":[15],"tags":[],"class_list":["post-82725","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing"],"acf":[],"yoast_head":"\n<\/p>\nAligning your DCX with the buyer journey<\/h2>\n
Defining the buyer journey<\/h3>\n
<\/p>\n\n
Targeting digital content<\/h3>\n
Build an intent-based website<\/h3>\n
\n
Tailor communication channels to different customer needs<\/h3>\n
Best practices for optimizing the digital customer experience<\/h2>\n
Use responsive design<\/h3>\n
<\/p>\nExecute an omnichannel marketing strategy<\/h3>\n
<\/p>\nBe data-driven<\/h3>\n
Personalize, personalize, personalize<\/h3>\n
Maintain high availability<\/h3>\n
Collect (and use) customer feedback<\/h3>\n
Create high-value content to power your DCX<\/h2>\n