Customer- is not just a digital customer
The digital customer experience includes all the points where the customer meets the company online. The customer is with the company, either directly or indirectly, on different digital channels on a mobile computer and tablet, such as Google search results, social media ad, websites and newsletters. during the customer path affect the customer’s experience and perception of the brand. However, it is important to remember that the customer is not just a digital customer
I chose Digital Customer Experience as the material for my reaction paper – connecting points because the topic is in a bigger role all the time. People use different services operating in digital environments more and more every year. Since the outbreak of the COVID-19 outbreak, the world has been undergoing a transformation that has forced everyone to think and develop new ways to meet customers. The new situation has changed the playing field and moved many things from meeting points network. If the digital customer experience continues to develop as it is today, it is important that everyone knows, understands and knows the digital customer experience.
Why digital customer experience?
Customer experience is essential for customer retention, customer loyalty, verbality, procurement and more. The same applies to the digital customer experience. (I-scoop 2022)
Customer experience is therefore one of the most important things in the service industry, whether digitally or physically. And I totally agree. Customer experience is the thing where all companies want to be the best. The unique customer experience helps to stand out from competitors and acts as a brand person. While material competitive advantages can be copied, customer experience is not replicatable. Customer experience takes on an even more important role today.
(Altimeter Group looks at digital transformation from the digital customer experience perspective – source Slideshare)
Digital customer experience in the eyes of the customer
The customer doesn’t care about digital customer experience – he cares about experiences and digital. (I-scoop 2022)
Customer experience is therefore the result of interaction between the customer and the company during different touchpoints, which directly affects the customer’s perception of the company and its brand. Successful customer experience lays the foundation for a long-term customer relationship.
When we look at the single ‘digital’ customer experience, we see many differences. Look at it this way: there is a total difference between the expectations and experiences we have when seeking customer service via email, the online shopping experience and the perception of online advertising. (I-scoop 2022)
Digital customer experience
Of particular interest is the ‘digital customer’ as such. Simply defined as the customer who really uses digital channels a lot for all kinds of purposes, this digital customer is changing as well. Just as the customer doesn’t really think about the digital customer experience (he cares about the experiences), he doesn’t care whether he’s a digital customer or not. (I-scoop 2022)
When you understand your customers’ expectations, your brand stands out from its competitors. Some companies that invest in digital are thriving, while others are left behind despite their actions. The distinguishing factor between these companies is the user experience. Those offering the best possible user experience will become market leaders in their field while others are still doing the wrong thing.
Similarly, digital channels pose their own challenges to the customer experience and especially to situations where the production of an excellent customer experience has failed. If previously negative experience reached other potential customers, it could now reach hundreds of thousands or even millions of people via social media. This has also increased the importance of customer experience. Failures are punished much more than before, but it is also possible to get much more out of exceptional successes than in the past.
And finally
A good gigal online experience requires well-designed customer paths and smooth interaction that provides a seamless experience when moving between different meeting points.
References:
The digital customer experience – connecting the dots (i-scoop.eu)