If you want to increase the value of your digital investments, think in terms of improving the digital customer experience. Yet there’s still confusion around what these terms are or even what outcomes you could expect. In this post, I’ve outlined three motivating forces behind investing in digital customer experience.
What do we mean by investing in digital customer experience?
When we talk with our customers and partners about digital customer experience, they are confused by the jargon. Investing in something vague sounds questionable, at best. But when we talk with them about the problems they’re facing, and how to solve them, they understand the value instantly.
The idea of looking at a business from the holistic perspective of improving customer experience online has radically changed how companies plan, design, and deliver their products and services. This integrated perspective cuts across boundaries like the user experience, the content users are consuming, the quality of hosting, and so forth.
As CEO of a growing digital services company, I’m seeing this change daily with our clients. One of the things we do first is a strategic analysis. In the same way that you’d conduct a technical site audit to see where your website could be performing better, we look at how the customer journey can be optimised.
The quality of customer experience is affected by everything users interact with: from the design or responsiveness of a website; to the ease-of-use of on-site search; to the seamless delivery in multilingual content; to how fast your website loads.
We also introduce the concept of a Digital Journey Roadmap with our customers. I find it’s helpful to frame a picture of where they are operationally and create a vision of where they want to be. Yes, companies can build really slick looking websites. But, can they respond quickly to market needs and roll-out changes soon after they get customer feedback? They often think this level of preparedness is out of reach financially and operationally. But it’s much easier now with tools like our Dropsolid Platform and Launchpad.
When everything is working well together, it creates a cohesive experience for site visitors. And this reflects on how they perceive your brand: as fast, responsive, speaking their language, and listening to customers.
The benefits of this approach are shown to directly affect your bottom line. Here are the three reasons to invest in digital customer experience:
1) Customer lifetime value will increase
Putting the customer at the heart of your experience is the best way to increase engagement and customer lifetime value or CLV.