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What is digital customer experience (DCX), and why is it important?

The overload of digital tools has skyrocketed customer demand for a unified customer experience! Today, to meet customers’ growing expectations and needs, the digital customer experience continues to grow and expand in ways that were unimaginable just a few years ago.

The digital transformation and the digital landscape

We’re continuously living the digital era: evolving digital devices, immersive digital innovations, and above all, around-the-clock change. Companies are trying innovative solutions to keep up with customer expectations. Every industry is now digitally-reshaping to hold onto the new trends and evolving customer needs and demands.

The digital transformation created instant communication, seamless omnichannel support, and unique customer journeys. And all of these technological headways are now the standard, so today’s digital customer expects them. Customers cannot be served without digital channels, especially when online and offline lines are becoming almost invisible.

Today, it’s crucial for companies to understand their “digital customer” thoroughly and how they’ve evolved in the digital transformation landscape, so they can continuously innovate to provide new approaches to the customer experience.

The impact of digital transformation on customer experience

After everything that happened over the past years, the digital transformation is not a “good-to-have” but a “necessary-to-implement” in all business operations worldwide. Digitalization is critical in adding business value and providing a solid customer experience. For customers, having online demos and interactive onboarding is essential to see products or services virtually. And it all adds up to the experience. Ideally, they would like to subscribe, purchase or renew any contract via their smartphones on the go. “Is there an app for that?” “Can I have it delivered tomorrow?” or “Can I use this out of the box?” are some of the most frequently asked questions. In other words, being digital drives reshapes and enhances customer experience.

Meeting the expectations of the “digital customer.”

Today’s digital customer is much stronger than the customer before. The fast and available internet connection, smart devices, and online shopping have reshaped customers into high-demanding, high-expecting knowledgeable shoppers who want things immediately, with a single click. And if a company cannot satisfy these high expectations, they’re likely to churn and go over to the next company that provides all they require.

But how can you meet the expectations of the digital customer?

You need to check a few key points: you need to be quickly and instantaneously accessible – anywhere, anytime. You need to have an easy purchase process; single-click is preferable. The high transparency level is among the preferred items on the customer checklist. But most importantly, customer experience and support.

digital customer experience work

You need to excel at providing top-notch CX. Being omnichannel or using as many channels as possible will help you. To meet the expectations of your digital customer, you need to be present whenever and wherever they are, to be there for them and give them everything they think they want, even before they want it.

What is Digital Customer Experience (DCX)

All of the customer interactions (some already mentioned above) in the customer journey, using all sorts of digital channels, including smartphone and tablet devices, online experiences, AI, machine learning, automation, chatbots, and more, are part of the Digital Customer Experience, or DCX. Naturally, as digital possibilities grow, so makes the demand for a seamless digital experience. Therefore, the only logical solution is that companies should embrace DCX at every level of their business strategies.

Digital customer experience management

But how can you successfully manage the digital customer experience? It’s a highly complex process that should start with carefully and actively designing a valuable and successful DCX. But what does this mean?

In plain words, a company must carefully plan and put all efforts into creating pleasant customer interactions over all digital channels and at every step of the digital customer journey. But, this also means that a company must have an excellent User Interface (UI), a fantastic User Experience (UX), and an unstoppable Customer Experience (CX). The CX should cover and provide exceptional Agent Experience (AX) and the latest and the best Technology Experience (TX). These will help create a superior Business Experience which is also part of the Digital Customer Experience Equation.

digital customer experience work

A company must combine customer and data intelligence and provide all technologies and services to deliver consistent and mind-blowing omnichannel customer engagement, analytics, personalization, and overall customer experience.  

Why is digital customer experience necessary?

We’re already aware of how the world is increasingly shifting to digital business experiences, interactions, and operations. The evolution of customer interactions started with personal visits to a store and evolved to doing business over the phone, with customers directly interacting with a salesperson.

The shift moved to interact via TV, and now, all customer journey interactions are happening over the internet. And as accessible as it sounds, customers today don’t have personal communication and are doing most of the research about a product or a service by themselves.

A company must present as much information about its services or products as possible online. Browsing is effortless and offers need to be highly engaging and eye-catching to hold the customer’s attention and influence their buying decision. All of this means that the impression you leave online is entirely based on the digital experience you provide for the customers. If you’re not present or present but not good enough, the customers will continue browsing your competitors. The web is your store, and your shelves must be amazingly appealing and give your customers what they want. With good DCX, you’ll grab them and, more importantly, keep them on board.

Things that matter the most

While the entire DXC is super important, here are just a few items that are part of the digital experience and are most important for today’s digital customers: Fast website load time, exceptional mobile responsiveness, great UX, information and price availability, 24/7 customer support, single-click purchase, and good apps.

Digital customer experience (DCX) vs. Customer experience (CX)

First of all, is there a difference between DCX and CX? Yes, there is, and the difference is mainly in the medium and the scope. The digital customer experience is part of the overall customer experience, but both go far beyond customer service! They’re both about the experience the customers have in their customer journey. While the customer experience is a sum of all possible interactions the customer has with your company, the digital customer experience plays a crucial role. It focuses solely on the digital customer journey and touchpoints. So, your business might include interactions in a store, on TV, over the phone, etc., but the focus of DCX is entirely on online (digital) interactions.

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With the digitally transformed landscape today, digital customer experience is probably an essential part of the overall customer experience. It focuses solely on the customer journey’s digital experience and touchpoints. However, as easy and as accessible as it sounds, creating a good-standing digital experience is a hard job. It must be perfectly designed as it can’t and won’t happen by chance.

A company must carefully plan and put all efforts into creating satisfying customer interactions over all digital channels and at every step of the customer journey. It is investing time, money, and all efforts into an excellent User Interface (UI), a fantastic User Experience (UX), and an unstoppable Customer Experience (CX). But many companies cannot do this all by themselves—Which is why outsourcing digital customer service is always a good idea. Finding a good partner that provides exceptional DCX services, like Frontlogix, will help you onboard and keep your existing customers, providing everything they want and need in their digital customer experience.