Digital experiences are the new norm for customers as they increasingly interact with and experience businesses through computers and mobile devices. The wave of technological advancements over the past decade has caused a major shift in customer expectations. It’s imperative that companies continually evaluate their digital offerings to make sure they are meeting customers ever-changing needs for information and services delivered over digital channels.
To ensure your company is receiving the most accurate view of its customers, you must employ a digital CX strategy. Consider the best practices listed below as you begin to use digital channels in your CX programs:
- Identify Digital Touchpoints
- Develop a strategy to capture feedback from your owned digital properties
- Identify digital areas on influence (sites you do not own) and develop a strategy to measure impact
Identify Digital Touchpoints
Before you implement a comprehensive digital CX strategy, complete a journey mapping exercise to assess the digital channels your customers use. A journey map will narrate your customers’ experience with your business from initial contact through process engagement and continued loyalty.
Journey mapping will capture all the customer interactions: what your customers are doing, thinking, and feeling. As you map out each interaction, you will find digital touchpoints across the entire customer journey. Lock in on the digital touchpoints specific to your business and begin thinking of ways to invest CX initiatives into those outlets.
Strategy for Areas of Direct Control: Implement Web and App Intercept Surveys
With the shift in customer expectations, your organization should consider implementing web and app intercepts to expand opportunities for data collection. It is critical for your organization to carefully manage and conduct web intercept surveys through the right techniques and governance framework. Many companies survey customers without consideration for the visitor and what it is they are trying to achieve in their visit, creating a less than optimal online customer experience. Consider the following best practices as you determine next steps for web intercepts:
- Utilize the proper invitation technique to meet your research need with minimal interruption to the site visit: modal, interstitial, feedback buttons, and in-page questions.
- Govern and manage all web intercept research as a strategic effort.
- Capture feedback in ways that do not interrupt the site visit.
- Limit the number of times individuals are asked to provide comments.
- Offer short, intelligent surveys that capture and analyze information from the site visit.
Strategy for Areas of Influence
Your organization will also need to measure digital channels of influence. This includes social media and review sites, where your company will appear, but you cannot directly control. Assess how you can influence these channels. For example, make your customers feel as though their voice was heard by responding to any positive or negative feedback. Use a software provide that collects this data and provides reports on the customer experience. Your audience may not be responding to email surveys, but they are providing feedback through other digital channels. MaritzCX has tools to help evaluate areas of influence and enhance online reputation in our SocialCX product suite.
Implementing a digital CX strategy will improve the success of your CX program and ultimately, the business results of your organization. Find a CX partner that can provide the tools, processes, expertise, and technology to combine your traditional and digital CX touchpoints/data in a complete and unified view. This will give you the most accurate view of your customers voice, journey, and experience.