Pleasing the customers has always been the priority of businesses. And why won’t they want to invest in delivering a great experience for their customers? After all, almost 67% of customers are willing to pay more for a great experience. And 57% of customers are ready to switch brands if any other offers a better experience. No wonder the customer experience management industry reached $7.6 billion in 2020 and is even expected to have a CAGR growth of 17.7% by 2027.
Brands are required to up their customer experience game. And with consumers having attained high levels of digital penetration, brands need to up their digital game. Companies have to become highly digitized in order to cater to the needs of the digitally-conscious customer.
But before we delve into how businesses can improve the experience and please the digitally-conscious customer, we need to understand who exactly is the ‘digitally-conscious customer’.
Who Is A Digitally-conscious Customer?
With the world alienating from physical interactions, customers have an increased inclination towards digital interactions. Mobile phones are like their second skin. They are constantly on their mobile applications, social media, review sites, communities, or other platforms. They are constantly connected and are conscious of the advantages they can enjoy by being on digital mediums. They are constantly on digital platforms, yearning for a more personalized and tailored experience. And brands are delivering just that.
They have a plethora of choices and can simply jump from one brand to another in case of any inconsistent experience. This has empowered them and raised the bar of expectation from brands. Even a PwC study states the same - one in every three customers is ready to walk away from a brand after encountering a single bad experience.
This leaves the brand with a great responsibility- to please the digitally-conscious customers.
And this requires them to have a digital-first strategy. A strategy that would enable them to meet and interact with the customer where they are- on digital channels and platforms.
And that’s where a digital experience platform or DXP comes into the picture.
Understanding DXP
DXP, as we know, stands for digital experience platforms. These are all-encompassing platforms that enable organizations to manage their content offerings and experiences delivered to end-users. Today, digital experience platforms act as a stepping stone for organizations eyeing digital transformation. It lets them transform the way they deliver content, show their brand message, and interact with their users.
It enables organizations to deliver a digital experience that meets and exceeds the expectations of their target audience. It eliminates any technology silos in the organization and enables them to connect each touchpoint through a single source of control. A customer might interact with a brand via social media, chatbot, blog page, website, mobile application, kiosk, or any other touchpoint. A DXP ensures that businesses are able to tie all these functionalities together and build a platform that helps handle and manage it all. With the help of a DXP, businesses can deliver a more personalized, consistent, and data-driven experience to their customers without having to juggle between different platforms.
Using DXPs To Please The Digitally-conscious Customer
Today’s users, as we all know, desire an uncomplicated and uniform experience across any channel they interact with. It could be social media, review sites, communities, forums, mobile applications, websites, web applications, blogs, kiosks, or other things. The onus lies in the brand to deliver a consistent experience across all channels.
DXPs offer just that.
Such platforms have an all-integrated architecture that enables businesses to improve their digital customer experience. It has all the components required to design a better and more unique experience. Using a digital experience platform, one can weave an experience that is uninterrupted and flawless. One can manage everything from campaign management, email campaigns, enterprise system integration, search services, commerce services, social & collaborative services, web analytics, and other things using a single platform.
And that’s not all. Below are listed down some other ways in which DXPs can help please digitally-conscious customers.
Identify The Customer Needs
Working with different platforms to manage different campaigns creates different data sets that are not easy to fetch insights from. A digital experience platform collects data from all processes and amalgamates the insights together. Whether it is pain points, bottlenecks, and other points of interaction, DXP collects data from each of them and manages to combine them together for better digital insights. It analyzes the issues that are stopping a customer from converting. It captures data at each touchpoint and instantly tells them what the customer needs. This can enable businesses to better understand the customer and deliver exactly the same at the channel they are looking for.
Redesign The Customer Journey
Defining the customer journey is imperative for any business to design the experience. A digital experience platform can be the perfect way to focus on each digital touchpoint in the customer journey. Every single interaction your customer has with your brand defines their perception of the brand. With a DXP in place, brands can redesign the customer journey to cater to each digital touchpoint that most customers are now focussing on. A well-designed customer journey, with optimized digital touchpoints, can help with customer retention and building loyalty as well.
Personalize The Experience
With customers demanding tailored experiences, offering a personalized experience has become a priority for brands. Whether it is customer support, product recommendations, social media channels, review forums, kiosks, business card alternatives, newsletters, blog publishing, or any other channel, digital experience platforms can tailor experiences using different sets of simple and complex algorithms.
Wrapping Up
With customers becoming more digitally conscious, businesses have accelerated their digital adoption. Digital transformation is no longer a thing to ponder. It is the persisting reality. Businesses need to adopt different means to become digitally available and deliver at par with what the customers are expecting.
In order to please the digitally-conscious customer, migrating to a digital experience platform can be a wise move. A digital experience platform is easier to manage and has various algorithms to draft a more personalized experience for all.
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