The digital customer experience imperative – Part 1

Author: Abhiraj Banerjee | Categories: Customer Experience, Digital Marketing

Good customer experience from brands is a rare animal – yet when done well, it can, not just match but exceed customer expectations. Customer expectations have seen a phenomenal upswing on digital in recent times. B2B, B2C, sodas, airlines, used cars or specialty risk insurance – it is a phenomenon that seems to be all pervasive and always on the rise. Probably we should blame it on Amazon!

But the rise in the significance of customer expectations and correspondingly in the criticality of providing customers with experiences they can treasure and share can be attributed to some eye-opening numbers:

There are 80 million Baby Boomers, 46 million Generation X and 76 million Generation Y/Millennials in the digital population now.

These “Digital Natives” are now calling the shots. And people are listening. The Gartners and Forresters of our world say that doing CX well could impact your revenue directly by 20% or more. And 89% of customers are likely to leave a company/brand that does not offer them a good experience.

There are more numbers that make it worth the while of marketers to leave everything aside and focus on CX. Doing CX well can lead to:

  • 63% increase in customer satisfaction
  • 53% increase in site traffic
  • 49% increase in leads
  • 46% increase in conversion

(Altimitir groups – 2014 state of digital transformation)

So digital CX is critical and doing it well is key to growth and marketing success. If we were to take a step back and try to define what digital CX truly stands for, we would probably look at the following key parameters:

  • Consistency – what you can repeatedly do with your brand/messaging across all digital touch points
  • Relevance – what your customers expect from you

The definition of CX can be used to define the KPIs and metrics that can effectively measure the experience you provide to customers or the impact your CX efforts are having on revenue and/or your brand.

However, the key aspect of delivering consistency, relevance and therefore, good CX on digital is how do you actually deliver such an experience to your customers across all touch points – website, email, social, mobile?

The first step is to identify your CX strategy. Subsequently, you need a roadmap to deliver CX, you need to create experiences that your customers would prefer, identify the digital platforms that would deliver these experiences and establish a system of governance and measurement of what you deliver.