Today’s world is all about being transformed digitalised world. People, for not even an hour can go without using any kinds of digital devices or channels. It is true that the use of digital tools has no limits and there is no end to it anytime. But it is not just about using the devices, which people are not aware of. The use of everything related to digital is creating the customer experience or let’s say “digital customer experience”.
Is digital customer experience good or bad news?
To begin with, customers are the prime force for any businesses to exist in the world. The future of any companies depends on them. Moreover, they were and are still considered as kings, however they are also taken as dictator nowadays (McGovern).In addition, experience is more than it seems. It has a wide range of perceptions and diversity. It is not easy to improve CX just with the culture or strategy as the ability to work through is what it counts. On the other hand, the customers being able to connect with digitised processes and digital tools is the good news. The availability of several ways to connect their experience with business value matters. Broadening the knowledge of sources of information plays crucial role. For instance, data and feedback and surveys are necessary as digital customer experience with operational excellence go hand in hand.
Interesting findings
- People use digital channels and tools on daily basis, yet they are unaware about the DCX. All they care about is experience and digital. Consequently, a question is raised if all the attention given to DCX is worth it.
- While people are normally trying to live their lifestyle their experience is often not an experience at all in the eyes of the customers. And that is what turns the marketers, customer service agents and many more upside down. Every business depends on user’s behaviour and choices of various channels and devices.
- The customer’s digitalised interaction plays significant role in customer. In spite of that, the question of DCX ‘s existence is left unanswered.
Similarly, this study unit is all about promoting and marketing through digital channels. We study as well as use social medias such as blogs, google, infographics, email marketing, survey and google. Basically, it is all about creating experiences by interacting via mentioned digital channels.
Why is CX important?
“Expectations” and “experience” are certainly different. If we look through it, what people expect and experience from specific thing is totally different. For example, seeking customer services online like shopping and marketing via websites does not provide you same emotion. The intent of the customer and the context of digital brand can be taken into consideration as such. Also, a customer has links with the brands, companies, services across all possible digital touch points and contact moments which defines DCX in overall.
Digital transformations and DCX
Without any doubt, one of the reasons for initiating digital platforms are to enhance CX (OpenText). There are several domains where customer experience and digital meets. More use of digital technologies and channels, the customer interactions to improve their experience are some of them. Because of that, both consumers and producers have been in competition. Production of various smart digital devices built by brands have influence the perspectives of people which also offer opportunities to bring more improvements in the meantime. Notably, using different devices is clearly different. In the case of iPhone users and Android it makes difference like earth and sky. It is also about the brand and how people feel about it, therefore, is important to realise that DCX and digital transformation are like two sides of the coins. It is impossible to have great CX without the transformations in digitalisation.
DCX in a nutshell
In general, it can be seen that though the digital customer experience has been existing since a long time, it is not taken into light. What can be a mere experience for people can be a life changer for some marketers. Even if people are unaware of what they are providing and how they are helping in digital world, the web developers, online usability experts know them. That is the reason why it should not be overlooked. There is this argument whether making it faster or easier. It is the fact that if the internet is not fast enough it is more likely failed to be used by many people. However, quality is also the key. It should be more convenient and efficient. As for me, I use a lot of digital channels and I hope them not to be complex. Easy to use and understand is what I prefer.
BIBLIOGRAPHY
- https://www.i-scoop.eu/customer-experience/digital-customer-experience-connecting-the-dots/Accessed on 21.3.2023
2. https://www.i-scoop.eu/content-is-not-the-strategy-the-task-is/ Accessed 21.3.2023
3. OpenText. Accessed on 21.3.2023