Many organizations have decided to expand to online retail in order to engage with customers that they are unable to reach with traditional approaches. However, omnichannel brands need to ensure shoppers' journeys are consistent throughout all outlets.
By prioritizing the digital customer experience, companies can improve their virtual customer service and browsing layout to boost conversion rates and close sales.
What is Digital Customer Experience?
Generally speaking, customer experience (CX) is the shoppers' overall perception and opinion of a brand formed by various interactions they have with the business. Customer interactions occur in the actual store and through advertisements, communication, and reviews.
Traditional CX covers every interaction a customer may experience through any of the sales channels. On the other hand, digital customer experience (DCX) focuses on interactions customers have with a company via digital interfaces. This entails the consumer's shopping journey and online experience when researching a product, seeking customer support, and browsing a website.
Businesses need to fully understand how their customers navigate their online store and purchase items to improve the shopping journey. A study from 2018 found that 50% of customers said their experience influenced their decision to purchase a product or service. Therefore, retailers need to monitor their DCX to avoid any bottlenecks or technical difficulties.
For example, online shoppers may have issues finding a specific product, resulting in website bounces and a drop in sales. By actively improving the shopping journey, businesses can promptly fix malfunctions, inefficient layouts, and marketing strategies.
8 Digital Customer Experience Trends
By keeping up with the latest DCX trends, online businesses can improve their customers' shopping journeys and capitalize on their preferences.
1. Personalized Experience
An Internet Retailing report found that 69% of customers seek a personalized experience, yet less than 50% of businesses provide it.
Customers have become accustomed to businesses initiating contact through personalized emails, newsletters, product recommendations, and other marketing promotions. Shoppers enjoy this because they receive customized service without even submitting a request.
Retailers can personalize their DCX by collecting online shoppers' data as they browse their website. Businesses can identify common pain points, buying behaviors, engagements, sales patterns, and areas of interest. Then once a browser becomes a customer, companies can send product recommendations based on their purchase history.
2. Employee Experience
Many studies have found a strong connection between the customer and employee experience. Therefore, employees that are more engaged in their customer service can significantly improve the CX.
Because of this trend, many retailers emphasize employee satisfaction by providing incentives for top performers, such as bonuses, days off, and rewards. Businesses should also consider holding weekly or monthly check-ins with workers to address any concerns or complaints that they may have.
Management can implement an employee dashboard, where workers can send personalized messages to their peers and supervisors, improving engagement, and streamlining communication.
Companies must remember that in order to provide excellent CX, they need to ensure their employees are happy first.
3. Customer Assistance Bots
Chatbots are great for assisting customers when all company representatives are busy. These automated assistants can answer product questions, hold conversations, and direct customers to actual agents if they are unable to help.
Although chatbots aren't projected to completely replace human labor anytime soon, many online businesses have implemented these tools to resolve customer concerns quickly and generate more leads.
Businesses that have implemented chatbots noticed an immediate improvement in employee productivity and satisfaction. With chatbots, employees can focus on more complicated customer queries while the tools answer general questions, helping more shoppers in a shorter period of time.
4. Online Training Portals and Collaboration Tools
Businesses can establish virtual portals that store important employee resources for easy reference. Many portals also have training features that enable workers to learn virtually rather than spending hours in a conference room.
Similarly, collaboration tools allow managers to train multiple employees at once, saving labor costs and time.
Retailers with existing point-of-sale (POS) systems can integrate their employee portal with established software to create a hub of information. This makes it easier for staff to find important documents.
5. Customer Transparency
Research shows that 86% of consumers want businesses to be honest with them. By providing full transparency with customers, brands can establish trusting relationships with first-time shoppers.
Social media platforms such as Facebook, Instagram, and Twitter provide companies with an opportunity to connect with customers directly. By monitoring social media, businesses can gauge their online reputation, respond to complaints, and assess reviews.
6. Predictive Analysis
Predictive analytics studies customer data to develop algorithms and detect trends to forecast future outcomes. Many retailers use predictive analytics to improve their marketing strategies, customer engagement, and resource management.
Businesses can also use predictive analysis to deliver a personalized DCX by using data trends to meet emerging demand. For example, if patterns illustrate that customers enjoy a specific product, online retailers can run more promotions and increase stock orders.
7. Omnichannel Delivery
Retailers that have an omnichannel approach establish a presence in multiple sales channels, from traditional to digital. While this means brands have a broader customer reach, they must ensure the CX is consistent throughout all platforms.
The shopping journey consumers experience online should be the same as on the mobile app. Otherwise, customers can become frustrated trying to locate items or complete transactions, resulting in abandoned shopping carts.
8. Security Measures
Many customers will determine if they want to patronize a business based on their security policies. If consumers feel that their personal and billing information is not safe with a company, they will shop elsewhere, this is especially the case for online retailers.
Brands must implement adequate safety measures to secure transactions, protect customer data, and limit access to company databases. Aside from firewalls, some businesses enable biometric technology, prompting customers to scan their face, finger, or eye to complete their transactions. This prevents identity theft by ensuring the person making the purchase is, in fact, the cardholder.