Every business wants its customers to have a positive experience. However, many people don’t realize that there are many opportunities to enhance the digital experience of customers. The reality is that improving the online experience also helps improve the overall customer experience. If you are looking to identify how to start to improve the digital customer experience, this blog is an excellent starting point. Let’s discuss some core strategies that will help you accomplish this. But first, let’s talk about what we mean by digital customer experience.
What is the Digital Customer Experience?
When we discuss the digital customer experience, we are talking about any way that a customer digitally interacts with your organization. This is a fairly broad concept. It can include things such as browsing a website or purchasing an item online to commenting on your Instagram photo or following your Facebook account. Ultimately, providing a positive digital customer experience means ensuring that the customer has an optimized experience across all digital touchpoints.
Understand Customer Behaviors
One of the most essential aspects of improving the customer experience online entails learning more about your customers. This will help you to understand their needs and behavior. How do you do this? There are many different strategies; however, one of the most effective is to harness the power of your web analytics to garner insights.
Google Analytics is a powerful tool for understanding when customers interact with your website, how they interact, and who these customers are. Additionally, social media like Facebook and YouTube have powerful analytics tools as well that can provide in-depth information. Once you have a good understanding of who your digital customers are, you’ll be able to keep their needs in mind as you strive to improve their overall digital experience.
Optimize for Mobile
While we tend to design our websites on a desktop, most of the people that interact with your website will do so on a mobile interface. The proportion of people using mobile has grown steadily over the years and will continue to do so. Research has shown that nearly 60% of mobile users get a more positive view about a company simply because their experience on the mobile device allows them to quickly navigate.
Optimizing for mobile may include several things. You may decide to create an app interface that your customers can use instead of a website. However, for most organizations, this simply means testing your website on mobile devices and making it more efficient for the consumer. Ultimately, you want an intuitive design that can be navigated easily. Efforts to improve customer experience in this manner will pay off with increased customer satisfaction.
Provide High-Level Service
A good way of how to improve customer experience online involves providing a high level of service. At a minimum, this means your digital methods of interaction should have up-to-date information that is easy to find. Customers should not have to engage in a scavenger hunt to get their questions answered.
Additionally, companies can provide options for quick, interactive support. This may include something like a chatbot that can direct the user to an FAQ or Help page based on their specific question or needs. It may also include providing live chat options during times that the business is open. There are many ways to provide good service in this manner and they can vary by the nature of the business and customer needs.
Provide a Seamless Purchasing Experience
If your organization sells things through digital methods, creating an easy and efficient way for customers to complete their purchases is essential to improving the overall customer experience. Customers will want to be able to conduct transactions in as few steps as possible. This means evaluating the functionality of your shopping cart application, your item listings, and the checkout process.
As always, providing clear, up-to-date product information will further enhance this process by allowing customers to evaluate products effectively. Furthermore, inventory information should be clearly and accurately displayed. There is nothing worse than a customer completing a purchase only later to get a message that it is out of stock and their card is being refunded. Ensuring an easy purchasing experience will keep consumers coming back.
Work to Personalize the Experience
While your organization is interested in engaging in as much business as possible, the customer is interested in feeling as if their needs are being addressed. Think back to our first tip of understanding the customer. Customers want to feel like they are being treated as individuals when they interact with you digitally.
There are several ways to do this effectively. One of the most powerful ways is to allow customization of the user experience through an account. This will help you be able to automatically meet customer preferences by allowing your customers to set their preferences.
Effectively Engage in Social Media
When we think about how to improve the digital customer experience, we tend to gravitate towards things like our website, which is a bit more passive. However, one of the most effective ways to improve customer interaction with your organization is to work on strengthening the social media experience. Typically, customers who engage with your social media accounts are seeking information and interaction.
The information part is relatively easy to meet. Providing current and important information for your customers through these channels will effectively meet this need. The interaction need requires more work. Consistently checking social media and responding to customers can effectively enhance your image. This doesn’t just mean responding to direct questions but also commenting positively on customer posts occasionally.
Many people put forth a lot of effort towards improving the in-store customer experience. However, the digital consumer experience is just as important. As we’ve noted, a lot of organizations may not know where to start in their efforts to improve this aspect. However, several core things can be done to help better engage with customers in the online arena.
When thinking about how to improve the digital customer experience, there are some things to focus on. One is providing accurate, up-to-date information. Another is creating an optimal user experience that understands your users and meets them where they are, which oftentimes is on a mobile device. You should also strive to make things efficient, whether it comes to making a purchase or getting prompt service. Striving to personalize the user experience while effectively engaging customers on social media are also important aspects. Following through in these areas will help vastly improve customer satisfaction with your business. Contact Carefree Consulting to improve digital customer experience