The expectations of people have changed in an age of a digital era. But what haven’t changed is the essence of customer experience and customer experience management. The article discusses the necessarity of separating digital customer experience from overall customer experience. But as customer experience is owned emotionally by customer themselves and meeting companies in digital platforms or in store, should the engagement with the company make the same impact in store or online. In online created image should correspond to reality. The text highlights the importance and what matters most in the end is remembering that the customer experience is an end-to-end customer experience, which is essential for customers loyalty, recommendations and customer retention. Same thing goes with digital customer experience and now days some companies interact only in internet. Customer is always a customer, regardless of where they interact with companies or brands. (I-scoop.)
Seamless experience for customers
The article argues that customers don’t care about digital customer experience – he cares about experiences and digital. But now days he cares about digital channels to interact with companies or brand, buy tickets and have customer service online. (I-scoop.) In my view digital customer experience is the outcome how good has the company managed to build their digital platform. As a person who interacts with companies online makes me care, have they made their websites to be easy and fast to use? Digital customer experience is about technology but also how they have embraced their customer-centric view. When it comes to customer experience, companies need to put themselves in a customer’s point of view. For a customer I think there is no difference how customers engage with the company as long as it is the fastest or easiest way possible, online or in a store. Companies should care that digital customer experience should go seamless way as possible. If there is a problem with the sites, the customer usually doesn’t see or understand what is happening behind the screen. In the end it’s always the company’s job to keep customer as one and make sure that entire process works seamlessly. The experiences that the users have with company’s digital touchpoints create a lasting impression.
Digital experience is part of overall experience
The article says that “it’s impossible to have a great customer experience without digital transformation”, puts me into thinking that all size companies are constantly measured with the best digital experiences. Companies continue to raise the bar by being more than technology – by taking care of customer experience in time of digital transformation. Customer experience is going digital everyday more and more. My view is that digital customer experience is part of overall customer experience and inconsistency in digital services frustrates customers and erodes loyalty. This will impact overall customer experience either way. Overall poor digital experience usually results in lost in business and always effects on a company’s brand reputation. For example, last few days I’ve seen on social media talk about Lippu.fi. They’ve closed email connection and guides customers to contact by phone, because their website crashed in the middle of ticket buying due to high demand. Customers seem angry due this bad experience and the company’s way of making contacting hard.
Customer is always a one.
Over all, customers don’t always want that ‘wow’ in their experience, but want that their experience is easy, seamless and productive. In the end customers shape their own experiences, but companies need to make sure that they create right conditions for excellent customer experience and customer service.
Eveliina Hyppönen
Reference
Digital customer experience – connecting the dots. https://www.i-scoop.eu/customer-experience/digital-customer-experience-connecting-the-dots/