Do you want to lose customers? Give them a poor digital experience.
According to a recent Australian study, 43% of consumers were unsatisfied with the digital experience offered by the country’s largest organisations. Of those, only 17% would remain loyal to the brand.
On the flipside, 73% of consumers who enjoyed a strong digital experience would remain loyal to the brand.
These statistics are compelling. And if there’s ever been a more urgent reason to invest in the digital experience, I’d like to see it.
What is a ‘digital experience’?
A digital experience (DX) is the sum of all interactions a customer has with a company across its digital properties. This includes web, social, mobile, ecommerce, eDMs, marketing, digital in-store…the list goes on.
In our age of ‘always-on’ connectivity, customer expectations are changing rapidly, becoming ever more demanding. And as the statistics show, there’s very little forgiveness for brands who don’t measure up. I’d like to say that new technologies have made the experience easier to create, but the proliferation of mobile, social media, Internet of Things (IoT) etc have made life increasingly difficult.
Digital interactions will continue to become more complex and interactive. Enterprises now manage an average of 268 customer-facing websites, and that’s before getting into any other channels, content etc. In other words, the digital experience can appear to be a complicated beast. But it doesn’t have to be…
How to create a digital experience strategy
Some will argue that you can’t create a digital experience, you can only influence it. In a literal sense, this may be true, though it strays into semantics. You can essentially ‘create’ the experience in your owned channels, such as your website, though with ‘rented’ social channels or elsewhere, you’re bound by what they give you.
Regardless, a great digital experience is driven by customer needs, and should have the goal of at least meeting, and ideally, exceeding, them.
Keep these key principles in mind to create a DX strategy that won’t lose you customers:
- Put the customer front and centre. Digital experiences are ultimately about people, not IT, technology or anything else.
- Be personal. Customers want experiences that are relevant and tailored to them.
- Less is more. A simplified digital experience tends to equal an improved digital experience. This applies both to the customer and ability to manage it internally.
- Start at the end and work backwards. Understand what the final result should be and create the pathway from there.
- Be mobile-friendly. We’re talking responsive web design, adaptive content etc. It depends on your demographic, but a majority of customers will likely start here.
- Draw the ecosystem. I’m a big fan of visual thinking. Map out the desired experience – it will become far easier to understand.
- Context is key. Your channels and content need to be relevant and accessible to the consumer, anytime, anywhere.
I won’t lie, a good DX strategy requires work and investment, but to ensure the loyalty of at least 73% of your customers, that has to be a price worth paying.
To talk about how we can help with a digital experience strategy for your business, contact us today.