Digital transformation is forcing companies to change their business models and adapt to the new market reality at a much faster pace than what was first expected -thanks to COVID. However, if you dig deeper, you will note that is that it’s not the companies that are driving this change. Instead, this change and rapid demand for a better digital customer experience are being driven by the customer.
Firstly, let’s start by defining what digital customer experience means to us at Digital Processing Systems (DPS).
The digital customer experience is the overall impression that customers have with a business based on the sum of all digital interactions with it. The digital customer experience contributes to all online channels, including but not limited to websites, mobile apps, email, social media, consumer messaging apps, online customer service, automated marketing content, and blogs.
While the digital customer experience is impacted by the technology that enables it, there’s a much broader set of business and operational requirements that come into play. This involves everything from strategy to marketing to customer service. As more and more customers turn to digital platforms, they expect brands to follow them across multiple channels while providing a frictionless experience – have a sluggish customer journey or buying experience across your digital space and you will be sure to lose top priority customers!
Given the strategic role great digital customer journey plays in ensuring customer satisfaction and brand loyalty, differentiation from competing companies and growing revenue, it becomes vital that businesses understand consumer expectations. On top of this, with the proliferation of big data and the fast-evolving digital marketing landscape, the pressure is on businesses to become more agile in tailoring their omnichannel strategy and design. Businesses can look at these increasing touchpoints as a strategic opportunity to create a connected experience for their customers. With an effective design, customers don’t necessarily ‘see’ the different channels. Rather, the business offers a seamless experience within the ecosystem in which the customer operates. A good design is about reducing that customer effort, thereby encouraging adoption and loyalty. Ultimately, the effect on customers is really about that speed and need of use, which customers now rate alongside accuracy and value for money to remain loyal and promote businesses.
We highly recommend using Liferay’s Digital Experience Platform, which will lead to higher-order values, increased order frequency, and improved customer retention. When working with Digital Experience Platform, we partner with our clients to map out a proven plan on how to implement delightful digital customer experiences for their customers. With 10+ years of experience transitioning Enterprise from homegrown or legacy systems to our streamlined platform and experts in the guidance of digital transformation, DPS believes the key to providing a seamless experience across all platforms is to give customers the opportunity to self-service across all pillars. A consistent look and feel breathe familiarity, encourages use, and a smooth-flowing digital experience.