Earlier, digital experience was just another notion but considering the present picture, digital experience must be the top priority for digital commerce businesses.
Having a good digital experience approach can help digital commerce businesses to survive the cutting-edge competition and unleash new business opportunities.
What is digital experience?
Digital experience refers to the experience of customer with the brand at every touchpoint which includes organization’s communication, product and processes. In other words, digital experience is an interaction between a customer and brand using digital technologies.
How brands can implement digital experience strategies?
Implementing digital experience strategies can be quite challenging for businesses. However, below mentioned guide can help businesses simplify the implementation.
- Make sure it is personalized: Personalization is not just adding your customer’s name in an email instead it is more than that. Personalization is about customizing individual customer interaction with the brand at every touchpoint. This involves marketing automation and proper analytics to understand the customer journey. Once this is accomplished, brands can push recommendations to influence the customer buying decisions.
- Make it cross-channel: Providing digital experience doesn’t depend on a particular channel. Digital experience involves various platforms such as website, mobile apps, social media engagement and customer support. Another important thing is to merge all these platforms into a single digital commerce ecosystem to help customers in their platform transition journey. This similar experience on different platform will provide the customers with a feeling of brand familiarity.
- Broaden your horizons: Another aspect of personalization is dividing your customers into groups not only based on the demographics and psychographic but also into the categories of first-time visitors, buyers, loyal customers and the ones who abandon the cart.
- Measure it: No matter how small the strategy is, it is vital to measure it to understand if the business is heading in the right direction. Having a proper digital experience analytics can help to manage the customer experience. Though there are no direct tools available to measure digital experience, businesses can conduct surveys, feedbacks and polls to understand if the strategies are really working.
- Leverage technology: Technology is an integral part for an digital strategy isn’t it? All the above mentioned strategies would be incomplete without digital technologies. Almost every web and mobile platform today leverages latest technologies such as real-time processing, analytics, marketing automation and CRMs. This is because integration of technology can enable communication between a brand and its customer.
The brands that are looking to enhance their digital experience can refer the above mentioned strategies. Digital experience is the new competitive advantage and can help brands in their digital transformation journey as well.