Beginner’s manual to digital customer experience

Beginner’s manual to digital customer experience

As an ecommerce business, you know what a challenge it can be to develop and harness your presence across multiple digital platforms to provide a seamless customer experience.

In a multi-device and platform digital landscape, it’s a necessity to keep up with every channel, tool, and trend.

And, the decisions you make should be driven by a customer-centric mentality. You need to ensure you’re delivering a digital customer experience that your visitors will never forget. 

But what exactly is the digital customer experience, and how should you go about developing your DCX strategy? We’ll go over this and much more below. 

We’ll discuss: 

What is digital customer experience?

The digital customer experience (DCX) refers to all the online interactions a customer has with your brand. As such, it drives the customer journey across your digital platforms. 

These interactions may start with your company website and then extend to include your other digital touchpoints – like mobile apps, social media, and Live Chat. Essentially, the DCX encompasses any channel customers use to connect with your brand over the internet or through digital media. DCX is assessed by qualities like site usability, your capability to engage with online customers efficiently and effectively to provide solutions or answers to their problems or questions, and the ease with which site users are able to complete their digital customer journey.

Why is digital customer experience important?

Global digital population as of January 2021(in billions)

The global digital population has grown to over 4.7 billion active internet users and over 4.2 billion active social media users. We live in a digital world, and more people than ever are living their lives over the internet.

This is increasingly evident from the rise of ecommerce’s share of global retail trade from 16% to 19% in 2020.

This means that providing an excellent DCX should be a priority to maximise the bottom line of your ecommerce business.

Especially in the digital market, there’s nothing stopping customers from switching to a company that offers a better experience. If you don’t optimise your digital experience, you can lose customers for even the slightest transgression. And word travels fast online. One bad review can gain traction and lead to a lot of lost business.

Alternatively, you can draw in more traffic by making your platforms fun and easy to use. Providing such a service will make customers more likely to leave you good reviews or engage positively with you on social media, improving your visibility, brand reputation, and ultimately your revenue. Customer advocacy can actually boost your marketing effectiveness by up to 54%

Customer lifecycle touchpoints to consider

Delivering a great customer experience from beginning to end of the customer lifecycle is essential. Analysing your DCX throughout your customer journey will equip you with a 360-degree view of your strategy. This allows you to build your brand reputation from the very first interaction to advocacy.

Awareness

This stage of the customer lifecycle is when a prospect first gets introduced to your brand. Awareness may not include any digital interaction with your company. It simply refers to the first time consumers become aware of you and develop a basic idea of what you do. 

Awareness can stem from digital marketing campaigns and media or even word-of-mouth recommendations from friends or family. At any rate, you need to make it as simple as possible for prospects to find good things when they hear about your brand.

You can deliver a great experience at this stage by initiating effective social media marketing strategies. These might include creating great, engaging, and comprehensive content and hiring popular influencers. 

Leverage honest third-party reviews to drive customer engagement via social media shares and mentions but also, crucially, to provide you with invaluable social proof to build your brand reputation. 

It’s also vital to optimise your web pages for SEO. Doing so will make it easier for customers to find you in search engines and drive traffic to your site.

Discovery

The discovery stage is when a prospect gets to know your brand and products. 

To facilitate a great customer experience at this stage, you must make your platforms accessible and straightforward to navigate. Make sure the key pages of your site are easy to find and that all the information new customers need is right in front of them and expressed clearly and comprehensively. 

You must also gain an understanding of how your users engage with your digital interfaces and their intention or purpose when they find themselves on your platforms.

You can even start using personalisation to help keep them engaged with your brand. For example, at PureClarity, our digital experience platform can help you segment your audience to create a personalised dialogue with every single visitor. 

Customer segmentation employs user data to divide customers into different categories. From there, you can direct individuals to the specific campaigns, products, and digital services they’re most likely to enjoy.

These segments in the discovery stage can be based on:

  • Visitor location
  • Device used
  • What content they engaged with to land on your site 

Your segments will be enriched further by the data gathered later on in the customer journey.

Segmentation

Conversion

Conversion is essentially when a user performs any action that you’ve deemed as valuable to your marketing strategy or business. This could involve signing up for your loyalty program, subscribing to emails, or, most desirably, making a purchase. 

You can track your conversion rate to measure the percentage of site users carrying out such actions and assess this against your current goals. 

However you define a conversion, DCX must drive users to perform these key actions. For example, if you want customers to become email subscribers, you must give them some incentive. To present them with perks, you can use strategic Personalised Pop-ups.

PureClarity Email Popups

With PureClarity, you can create the perfect pop-ups to deliver personalised messages and offers to boost your subscribers and, ultimately, your customer engagement and revenue. 

You aren’t limited just to email capture pop-ups to boost conversions. One of our clients, Harry Hall, used personalised pop-ups on their homepage, product pages, and basket pages to incentivise their customers to buy and spend more. Since using our services, they’ve increased their conversion rate by 10%.

Experience

At this stage in the customer lifecycle, consumers are beginning to form a lasting impression of your brand and services, so you must demonstrate the value you offer and provide exceptional service and support. You should consider every interaction an opportunity to build a relationship with prospects, whether they’ve made a purchase yet or not.

Provide customers with updates, how-to guides, or relevant use cases. 

Delivering a smooth experience allows customers to get the most out of your brand. It’ll also enable you to prove that you value customer relationships. Customers will appreciate you offering them valuable information rapidly and at their convenience for free. 

Focusing on delivering a great service at this stage allows you to get the most out of your existing audience. And, with PureClarity, the more experience a user has with your brand, the more personalised a service you can deliver. 

Delivering a personalised service allows you to increase your conversions and AOV rapidly. For example, our client Hotdrinks Ltd used our AI Recommenders and increased their conversions by 27.3% in just two months. 

Hotdrinks Cross-Sell Banner Campaign

Support

During this phase, you must ensure your customers are able to contact you with ease and that they’re equipped with all the knowledge and tools they need to resolve any issues they might encounter. 

Make sure it’s simple for them to reach out to you for support over whichever channel works best for them.

Many companies have branched out their customer support channels to include social media platforms, like Facebook and Twitter, and Live Chat alongside more traditional customer service touchpoints like over the phone and via email. 
Omnichannel customers will all have different expectations in terms of wait or response times, so you must be transparent about how long they’ll have to wait for an answer regardless of the touchpoint used.

At PureClarity, we offer a Live Chat feature that allows you to take your support interactions to the next level. When a customer enters the messaging platform, you can see their full profile along with their behaviours. This allows you to deliver the best quality support as efficiently as possible. 
Not only does this free up your agents to serve other customers, but it also makes for a great digital customer service experience. And this is critical when 97% of consumers say that customer service is a driving factor in their decision to stay loyal to a brand.

Loyalty

The last phase in the customer lifecycle is loyalty. At this point, you need to adapt your DCX strategy to reward your loyal customers and build lasting customer relationships.

Beige homepage AI recommenders

Today, the keys to providing an excellent experience for your loyal customers are personalisation and loyalty programs. And these two CX-boosting strategies can be made even more effective when used together. 44% of consumers want to be rewarded for their customer loyalty with the option of personalised rewards based on their purchase history.

You can use customer data to deliver more personalised product recommendations, emails and offers. With real-time data, you’ll be able to understand your loyal customers better and use your knowledge to deliver an elevated customer experience. 

PureClarity’s Automated Recommenders helped Beige, an online clothing store, introduce new lines exclusively to their loyal customers. In just one month, they increased conversions by 9.7%. They were also able to keep their customers engaged by displaying tailored products based on customer history. 

What makes a good digital customer experience?

A good CX involves providing an efficient, frictionless, and responsive omnichannel service…consistently! Engaging with your brand must be enjoyable and valuable for customers. Every interaction should cement their loyalty.Here are a few of the key contributors that make up an excellent DCX:

Excellent digital user interactions across all your devices

Your platforms should be accessible, user-friendly,  reliable, and bug-free. A user needs to be able to go from interacting with your brand on their desktop browser to any mobile device. This should happen without them having any trouble picking up where they left off. Items must stay in their cart as they switch devices, and the same level of personalisation should be available. 

Your mobile apps and website should have a familiar, intuitive interface so that users can quickly and easily find whatever they need. Every element on your channels should be clearly labelled and have concise descriptions. 

Customers should not have to relearn your platform as they switch from a large screen to a mobile device. Your mobile app should also seem familiar to anyone who connects with you on your website. 

One way to accomplish this is to have customers create a profile they can log into across your platforms. That way, no matter their device, they’ll have the same great experience. 

Consistent user experiences across channels

To deliver a consistent DCX across your channels, you must pay close attention to your customer service. Customers hate providing the same information again and again, especially if they’re having problems. You want your customers to be able to email you, then call you without having to repeat themselves too much. 

One way you can deliver a consistent user experience with PureClarity is by using our Live Chat feature. It provides you with your customer’s full profile so that you’re able to meet their needs entirely and track any persistent problems they may be having.

An experience that is convenient and easy

From self-service support to artificial intelligence-powered chat features, customers want to be able to solve their issues and find answers as quickly as possible. They also want a platform that is easy to use. 

It may be tempting to build a website or an app that has loads of features. However, simplicity is key. Focus on delivering an effortless user experience and construct your website from there.

Personalisation is also the key to a convenient and easy DCX. For example, PureClarity’s Personalisation within Search helps customers find what they’re looking for by displaying relevant products first when they use the search tool.

This feature orders products based on what our AI has learned about the individual’s behaviour, past searches, purchases, and previously viewed products.

7 Crucial strategies in improving digital customer experience

Fully grasp what customer experience is

To improve your DCX, you need to gather and analyse data on the service you’re providing.

Experience data (or X-data) allows you to understand the human factors that drive certain behaviours. Combining that with your operational data, which tells you how customers interact with you, you can design your DCX strategy. 
PureClarity equips you with insights and analytics to enable you to gather data on your marketing campaigns, products, ROI, and customer behaviours. You can use this data to improve your understanding of what your DCX looks like and how you can boost this for your customers.

Research and refine your customer journey

Take the time to map out all your customer touchpoints to give you a thorough overview of your DCX. Your digital channels are the building blocks of an excellent digital experience. You can then ask customers the right questions at the right times. 

When you start out, focus on the high-stakes touchpoints, like your checkout and homepage. User test your website to make sure your customers can move through their journey seamlessly. If there’s a place where customers are getting stuck, make the changes quickly.

One way to track if prospects are getting stuck at a certain point in their customer journey is by tracking user behaviour on your website. If many people end their interactions with you at a particular webpage that isn’t the confirmation page, make sure you find out the reason for this. 

This page may be slow or crash frequently or not be engaging enough to keep customers moving towards the end of the funnel. Alternatively, it could simply be a natural place to leave the site. Whatever the case, find ways to encourage customers to continue through to their final purchase.

Prioritise digital transformation

Digital transformation is the integration of digital technology into every aspect of commerce. To deliver an excellent DCX, you need to prioritise this. 

Keep an eye on the latest trends in technology and choose the tools that will help you operate more efficiently and deliver a better customer experience.
It can be challenging to differentiate fads from the game-changers. But, by prioritising digital transformation, you’ll be able to track the future path of ecommerce more easily.

Of course, we’re here to help you. At PureClarity, we asked 250 SMEs about ‘The Digital Transformation and The Ecommerce Evolution’ and found out what SMEs looked for when choosing a new piece of software.

Six factors that stood out were:

  1. Cost 
  2. Impact
  3. Customer experience
  4. Return on Investment
  5. Proof
  6. Resource
Important factors to consider when choosing a new piece of software

If the thought of being ahead of the curve when it comes to digital transformation appeals to you, check out our ebook ‘Time to demystify digital: Why ecommerce businesses need new insights to come out on top’.

Understand your customers

To accomplish this, you need access to data.  Our Analytics and Insights feature provides you with metrics on current and past customer behaviour to help you understand your consumers better. We’ll offer you an in-depth product analysis that reveals what customers are looking at and buying. Our AI can then use this data to personalise the DCX on your platforms.

Our customer segmentation feature also helps you understand your customers better. You can test potential customer segments—based on your real-time analytics—before executing them on your website. This gives you a better understanding and insight into what segments are going to work best.   

analytics

You should also A/B test campaigns to understand which work best for an improved user experience (UX) and conversion rate. A/B tests launch two different campaigns, web pages, or any other type of content among your users or within a certain customer segment. Data is then collected and analysed to see which option performed better to create more effective campaigns and web pages. 

Gather data from customer intelligence

Customer intelligence is the process of gathering and analysing customer data and turning it into actionable insights. 

Including the information you can gather from our Analytics and Insights feature, you can build customer intelligence from: 

  • Customer interviews or focus groups: These can occur in-person, but why not embrace the digital and complete these online through video conferencing 
  • Customer or market surveys: With Live Chat, you can do this directly on your website with the help of PureClarity
  • Behavioural data: This includes products customers have viewed, put in their carts, and purchased, as tracked by PureClarity, as well as interactions on social media and search engines searches. 

You can use this customer intelligence to construct better marketing campaigns or alter your customer segments.

Hear their feedback

Gathering customer intelligence isn’t enough. Make sure you provide users with easy ways to give you feedback on your products and customer service. This feedback is a crucial aspect of your digital customer experience strategy. 

Encourage customers to leave reviews and reach out on your social media platforms. However, customers can leave all the feedback in the world. The important part is that you actually hear it, respond, and make improvements. 

If you receive positive feedback, thank customers for their input and their continued loyalty. If it’s negative, you should embrace constructive criticism and look into any issues pointed out by unhappy customers. Perhaps offering a complimentary product or service would smooth things over and get the customer back on side. Just make sure they feel heard.

Seek advice from experts in the field 

No man is an island,  and no company should be either. Here at PureClarity, we offer guided support. We’ll share our expertise and knowledge in all aspects of ecommerce and personalisation. 

When you use PureClarity, our team not only offers tips and advice on how to get the most out of our product, but we’ll also work alongside you to ensure your success. Seeking expert advice allows you to move forward with your DCX strategy with confidence.

Best tips and practices

Be transparent

Customers value transparency. They want to be able to trust the companies that they do business with. The way to build trust is to be upfront and open with your customers. 

Some ways to promote transparency in your online business is to:

  • Have clear pricing 
  • Provide shipping updates
  • Be upfront in customer interactions if you run into a delay or other problem
  • Have a clear returns policy
  • Avoid surprise fees at checkout

Consistently provide a seamless omnichannel experience

Customers expect to be able to move from their tablet to their mobile device without noticing a difference in usability. Customers that call your support line shouldn’t have to explain the same issue they detailed to your team on Twitter. Records should be logged to streamline communications across all platforms.

Establish a never-ending experience

Make sure you take into consideration what happens after your users become customers. Even after a sale, your customers should enjoy a memorable experience with your brand. This is the key to customer retention. You will build your reputation and, ultimately, increase your bottom line. 

Some ways to do this are to: 

  • Send personalised emails
  • Ask for customer feedback post-purchase
  • Provide blog content based on purchases
  • Congratulate customers on birthdays and brand anniversaries

Always make it convenient 

You don’t want your customers’ interaction with your brand to feel like a chore. Ensure you’re accessible across platforms and that these are easy to navigate and simple to use. 

You can also leverage features like PureClarity’s Personalisation within Search to allow customers see the products most relevant to them first. Intelligent product recommenders also elevate the CX on your website. 

Basically, your customers should have what they need right at their fingertips.

Personalisation is key

Personalisation is the cornerstone of every successful DCX strategy. It allows you to deliver an individualised customer experience alongside the convenience of an online platform. 

With personalisation tools like we’ve already discussed, you can increase customer satisfaction while also increasing conversion rates and revenue. 

Features like PureClarity’s personalised content allow you to craft banners and carousels to showcase products the user is sure to love. You can highlight specific products, brands, promotions, and messages to engage the customer and deliver an unbeatable customer experience every time. 

Leverage AI

Today, AI is an essential part of ecommerce. It makes the automation of tasks efficient, freeing up time for your team to assist customers. 

Our AI collects data on every one of your visitors, tracking their interactions with you onsite and offsite. From there, it builds a picture of their behaviour to facilitate personalisation in your services.

This all lends itself to a more efficient and enjoyable DCX.

How can we help transform your digital customer experience?

Here at PureClarity, we can help you transform your DCX by offering you the best in ecommerce personalisation. All of our features are powered by AI. This means that our tools are automated and reliable for real-time data and insight. All the heavy lifting is taken care of so you can focus on serving your customers. 

From personalised marketing campaigns to technical insight, PureClarity helps you personalise your customer experience to maximise conversions and boost revenue. We’re also completely transparent about the results of our service. We provide you with the hard data on just how much our service is helping your business. 

Our tools can be fully customised to meet your needs. It doesn’t matter if this is a goal or branding requirement; we’ll work with your marketers to build the best possible solution for your customers. 

We’ve already mentioned most of our features, but let’s review them together. 

Features: 

  • Ecommerce personalisation

This includes email, search, and pop-up personalisation. These features allow you to deliver content to the right people at exactly the right time. Email and pop-up personalisation is a great way to let customers know about campaigns that will interest them. 

  • Personalised content

We allow you to deliver personalised content with customer segmentation and assess your best performing content with A/B tests. 

We then present tailored content in banners, carousels, and through searchandising to build product awareness and loyalty and incentivise purchases by showing promotions and offers relevant to the individual.

We also realise that one size doesn’t fit all and enable you to place personalised content anywhere on your site. 

  • Personalised content

These work in real-time and adapt to each visitor. You can even experience results on the first day with our cold start feature. This means businesses don’t need any trading history data to get started.

Cold Start Package
  • Live chat

In addition to the Live Chat features we’ve already discussed, we also have auto messaging that leverages our segmentation technology. This feature delivers automated messages to the right people at the right time.

Tools to enhance the features:

  • Real-time insights and analytics

Our real-time insights and analytics provide you with data on your customers and how our services are performing.

  • Customer segmentation 

Our tools offer you options for your customer segmentation. You can use external factors for segmentation, like location or other pre-built criteria. You can also create custom-made segments specifically for your business. Here at PureClarity, we don’t set limits.

Our guarantee to you: 

  • Support throughout your onboarding progress and thereafter: Our expert team is here for you every step of the way and will work with your marketers to deliver the best possible campaigns. 
  • Easy installation – set up and seeing results in hours: You won’t have to struggle with complex software installs requiring specialist knowledge or long implementation times. You can get started and see results almost immediately.  
  • Affordable and flexible: No surprises, no commissions on revenue earned, no hidden charges, no set up fees. Pay for your monthly page views and only that. 
  • Integrates with all ecommerce platforms: Don’t worry about compatibility issues. We promise that our software will integrate seamlessly with all ecommerce platforms. PureClarity has plugins for Shopify, Magento, BigCommerce, WooCommerce and X-Cart.

Conclusion

An excellent digital customer experience revolves around understanding your customers and knowing how to build your business around them. Personalisation and AI are the tools you need in modern ecommerce to do so and deliver an unbeatable experience that will boost customer satisfaction and, thereby, conversions and revenue. 

Learn more about how PureClarity can help you deliver an unbeatable DCX by visiting us on Instagram, Facebook, LinkedIn, Twitter, and YouTube
If you’d like to try out our services, you can book a demo or try our 30-day free trial today!

Frequently Asked Questions (FAQs)

  • What is digital customer experience?

DCX is how people interact with and feel about your digital content across your platforms. It’s assessed by factors like usability, customer service, and ease of engaging with your platforms. 

  • Why is customer experience so important?

It’s the foundation for your success. Providing a great CX will increase your conversion rates and bottom line. You’ll turn first-time customers into brand advocates with a higher customer lifetime value and onboard new customers. 

  • What makes a great digital customer experience?

A great DCX provides a fast, frictionless, and responsive omnichannel experience to customers. Some factors that contribute to this include: 

  • Excellent user interactions across devices 
  • Consistent and seamless experience across channels 
  • A convenient and effortless experience 
  • Transparency 
  • Personalisation