What is digital customer experience?
Just as customer experience (or CX) is the sum of all interactions between a customer and an organization, digital customer experience (also known as DCX) is focused on the interactions a customer experiences through digital technologies. And whether “old school” or cutting edge, each interaction a customer has with a company shapes their impression of the brand.
Customer experience encompasses all interactions, from non-digital -- like an in-store display, mailed postcard, or printed coupon -- to modern-day digital interactions. But digital customer experience is exclusively focused on touchpoints driven by digital technologies. Examples include visiting the company’s website, placing an order through an online app, and chatting with a customer service agent.
When focusing on digital customer experience, companies need to consider everything that makes up the interaction. For example, focusing only on your website’s design and content may result in overlooking your site speed or the results delivered by your site’s search engine which also shape a customer’s digital experience with your firm.
Why is digital customer experience important?
Ensuring an outstanding digital customer experience is important for the growth and success of your business. By offering online customer support, like email and chat, companies can help customers get answers and resolve their issues more quickly. And when your company delivers a better digital customer experience than its competitors, customer loyalty soars.
Therefore, some of the most important ways to deliver a positive customer experience through your digital channels include:
- A fast-loading, well-designed website
- Easy and intuitive navigation
- A quality site search engine
- Clearly written content