The process of ‘digital disruption’ that is currently changing the world as we know it is causing us to reconsider the way we look at and do everything, including marketing.
Digital disruption sounds like quite a negative way to describe what is actually a very positive process; the shift towards an increasingly digital world is opening doors for society at every turn.
And with the digital shift, comes the need for marketers to re-evaluate their own methods. One area of marketing in particular that is impacted by digital is the customer experience, and many businesses are devising new ‘digital customer experience strategies’ to encompass this.
What Is A Digital Customer Experience Strategy?
The digital customer experience strategy is considered to be what will bring your customer experience strategy into the new digital age. Still with a heavy focus on the customer’s wants and needs, the strategy encompasses how the customer’s expectations are impacted by the digital shift and also what new technologies and channels are now available to reach and surpass these expectations.
In a similar way to the cross channel communications strategy we talked about in our previous blog post, the digital experience strategy’s aim is to unify the customer experience across all digital channels.
Creating The Digital Customer Experience
Whether you are expanding on the customer experience strategy you already have in place, or devising a completely fresh approach to the customer experience, there are certain considerations to take into account.
All touchpoints across the digital landscape need to be considered to ensure branding consistency. In addition, you need to consider how the behaviours of the target customers may differ online, and even if there is a new target customer group that needs to be considered with the addition of digital communications. So, where to begin?
- Revisit the brand’s mission and values. Every communication, on or offline, needs to be grounded by the company’s core message and have that familiar feel of the brand’s personality that customers can recognise as they transition from one touchpoint to another.
- Map out the intended digital customer experience. Have a clear idea in mind of how the customer will go from the first digital touchpoint right to the other end of their experience, customer support. What channels of communication and guidance tools will be in place throughout the process? How simple and enjoyable is the journey from start to finish? The aim is to keep it as easy and enjoyable to follow as possible.
- Differentiate your digital customer experience from that of your competitors. Brands should take a look at how they can take a different and superior route to their competitors. If it isn’t possible to perform a different range of activities, then try to determine how you can perform those activities in a different way.
- Make informed decisions about digital investments. There are always shiny new features and channels that are advertised as the next big digital thing for businesses, but sticking to a small number of effective features is far more beneficial. Do some research and find out what digital tools are being used by your customers and your peers, and which ones are the most effective for building a better customer experience before taking the leap.
Not so long ago, a digital customer experience strategy was limited to having a website in place. Now, in the fast-growing digital world, there are countless tools and channels at our disposal, and the digital customer experience has become far more complex. The digital strategy needs to take into account the constant movement of disruptive technologies and be one step ahead in order to keep the online customer experience up to speed.
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