Customer’s purchasing behaviour has altered significantly in the past couple of years. More customers these days are beginning – and often ending – their purchase journeys online. This digital shift in the manner of customer purchasing behaviour has given a boost to digital marketing.
An organisation who aim to provide excellent service to their customers, and would like to compete in the modern marketplace, need to take into account digital transformation for their business. Companies need to develop a satisfactory strategy that they can use digital tools with as well as impressive digital campaigns in order to engage more audience with their business.
In today’s hyper-connected world, we’re sure that you’re aware of the significance of finding the correct digital marketing strategy in order to deliver a great customer experience (CX). In essence, CX is the delivery of your brand promise at each and every customer touchpoint. This process aims to exceed expectations as well as increase customer satisfaction, loyalty and advocacy.
Whether you’re a small or medium-sized business, one of the fundamental ways in which you can stand out in today’s digital world is to offer your customers (current and prospective alike) with the absolute best possible online customer experience.
What Does This Mean?
There are many different definitions for CX, however, at its core, it all comes down to how an individual feels about the experience of interacting with your brand.
Great CX is about delivering a valuable, easy-to-use and enjoyable experience to every single customer, on every device, across every touchpoint—in a manner that fulfils on the expectations that you set and the promises you make. For example, your company website must be accessible and highly adaptable to all devices, whether your customer is using a desktop or a laptop, a tablet or a smartphone. Your website must also be straightforward to navigate with the fewest unnecessary mouse clicks and scrolling, or finger swiping
The customer experience is the total quality of all of the interactions that a consumer has with a company in addition to its products and services. These include pre- and post-sale interactions which can be either:
- Direct— for example, when a customer phones a company’s service department—or
- Indirect, such as when a customer reads a social media post about another person’s interaction with the company.