So, one thing should be clear that brands can’t ensure a great customer experience without a proper digital experience. The main reason is, nowadays, customers want to interact with companies in the most convenient way. They don’t want to wait hours or days to communicate with brands. So, we can say that both DX and CX help create consistency, and this consistency can help create customer loyalty.
So, let’s move forward and discuss digital experience, customer experience, and digital customer experience.
What’s digital experience?
It encompasses all the interactions that are made between customers and organizations. It’s about the experience that customers have while using digital interfaces like smart phones, tablets, or computers. Let’s discuss DX with an example. For example, when you download an app to book a ride or look for deals, open your laptop to get information about a product, or receive and open an email from a company, it’s all considered digital interaction.
Nowadays, customers make digital interactions more than ever before. These digital interactions can have a significant impact on customer experience. Therefore, brands and organizations must work on their digital channels to ensure everything is working fine. For example, recurring app crashes or slow-loading websites can have a negative effect on your conversion rates, brand reputation, and customer satisfaction.
How to create remarkable digital experiences
You can do many things to make your digital experiences incredible. Take Amazon, for example. They start from customers and then work backwards. If you don’t know what you are doing right and wrong, take customer feedback. Work on negative points and create frictionless and effortless customer experiences. That’s how you can create a remarkable digital experience.
What’s customer experience?
As the name indicates, it’s the overall journey of a potential customer with your brand starting from the first interaction with your brand and making the purchase or performing the required action. So, it depends on how their overall interaction with your brand was? If it is good, then they can turn into loyal and repeat customers.
The term customer experience generally refers to both physical and digital experiences. But with the evolution of technology and other recent developments, there is a rise in digital customer experience. The main reason is e-commerce solutions are becoming more innovative.
For example, brand interaction can be made in different ways, and it can affect CX, such as chatting with live agents or chatbots, navigating a website to find the required information, placing an order over a phone call, sharing experiences about the purchased product, or booking a ride or hotel online.
What’s digital customer experience?
Most people often mix both these terms. But there is a difference between customer experience and digital CX. Customer experience focuses on overall brand perception, while digital customer experience is communication or interaction through digital tools.
As the name indicates, the digital customer experience is the digital interactions between customers and organizations. It includes different digital touch-points, including social media, mobile apps, websites, chatbots, and other online channels for communication.
As the role of technology in the daily lives of customers is increasing, so everyone now prefers digital platforms. It saves them from the hassle, and they can save time and energy. Therefore, they expect brands to provide a seamless experience.
Digital experience vs. customer experience
Now one thing is clear that both these terms are interrelated. If it’s still confusing, it will be cleared after reading the following comparison.
Digital experience (DX) |
Customer experience (CX) |
| It encompasses all the interactions made between customers and organizations. | It’s the overall perception of customers about the brand. |
| Digital channels are used for interactions. | Great CX can convert customers into repeat and loyal customers. |
| A great DX can have significant impact on the customer experience. | Seamless experience can improve brand reputation and loyalty. |
| Brands need to work on digital channels to provide great DX. | Communication or interactions between brands and customers are made through digital channels. |
How to improve digital customer experience (DCX)?
Now the basic differences between customer experience, digital customer experience, and digital experience must have been cleared. So, in this part, we’ll focus on how to improve DCX? The following strategies can help you significantly improve DCX.
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Get customer feedback constantly
You’re wrong if you think your customers will always share their grievances with you. Some might do it, but most don’t share their experience even if they have a bad experience with your brand. They will not visit your website or app or don’t purchase anything from your brand in future.
So, you should ask for customer feedback. It will help you understand how digital interactions are meeting customer expectations. It’s the best thing you can do to improve DCX.
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Be accessible to customers
Customers can contact you through different channels. It’s not essential that if you have a website or app, they’ll interact with you through it. When you provide them with channel flexibility, they’ll be happier to contact you through the channel they mostly use. So, by providing their preferred channels for communication, you can improve DCX.
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Focus on consistent UX
As mentioned earlier, customers love to interact with brands through different channels, so all your channels must be aligned. Provide the same information on all the channels. Ensure that customer gets all the information from one channel. By providing consistent UX, you can improve customer loyalty and brand reputation and build trust and authenticity.
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Identify pain points
There will be different digital touch-points through which customers interact with organizations. So, you need to find out the pain points of customers and try to address them. When you ask the right questions at the right time, you can take timely actions to fix their issues. By identifying and addressing their pain points, you can improve DCX.
Important FAQs about digital customer experience (DCX)
If there is still any confusion in your mind, it will be cleared after reading the following FAQs.
What is meant by digital channels in DCX?
All the virtual touch-points that customers use for interacting with your brand are called digital channels, such as company’s website, mobile app, social media, and chatbots.
Why should brands focus on DCX?
With the evolution of technology and digital tools, most interactions between brands and customers take place online. Therefore, brands need to focus on digital CX if they want to provide a great customer experience. When you understand the needs and expectations of users, you can focus more on digital experience and customer experience.
Are digital customer experience (DCX) and traditional customer experience (CX) Same?
If we look at it from the customer’s perspective, they might not feel any difference because their ultimate goal is to make a purchase regardless of whether it’s made through online or physical modes. But since online customer interactions are increasing through digital channels, brands should try to make good CX across all digital channels.
What makes DCX unique?
The main difference between traditional channels and digital channels of customer interaction is speed and accessibility. Now customers can interact with brands in no time. Moreover, the digital strategies and channels are agile and fast-moving. By using them, brands can build trust and improve reputation and customer loyalty.
Final words
Digital experiences are very crucial for the success or failure of any business. For example, if your website isn’t mobile-friendly, you’ll lose 50% of your potential customers. Secondly, the website speed also matters. People don’t wait too long for your website to get open. Moreover, there should be easy navigation so everyone can access the required information.
On the other hand, customer experience is equally important for any brand’s success. If your customers are happy with your brand, they will become repeat customers. When you pay attention to customer feedback, you can improve your DX and DCX.
DX strategies are fast-moving and agile, and customers like to interact with brands online. Therefore, your focus should be on digital channels so that they can have a seamless and effortless interaction with your brand. In this article, we have discussed all these things in detail.
Tim Rotolo
Ritvij Gautam
Fresco