13 Tips on How to Improve Digital Customer Experience


A good digital customer experience is a brand’s ability to communicate its vision to its customers seamlessly, through the multiple channels that digitalization allows. The modern customer has high expectations for this process, yet many brands don’t know how to meet them.

Keeping that in mind, I’ve gathered a few simple tips on how to improve digital customer experience that you can apply to your own business: 

A brand’s digital customer experience strategy needs to be well thought out, as it can make or break a brand. Make sure to take note of the tips below in order to improve your digital customer experience strategy and provide an exceptional customer experience to your clients.

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13 Tips on How to Improve Digital Customer Experience

Get to Know Your Customer 

Before your venture into the digital world, you need to look deeper into your customers. Only then will you comprehend what channel best suits them and what their overall expectations are for their experience, whether physical or digital.

Select the Best Channels for YOUR Customers 

Digitalization is an investment. One that should only be made when you have a clear vision of where to invest to satisfy your customers.  For instance, if your brand decides to create an app while your customers prefer to interact through a website, that would have additional costs. 

Design with a Customer-Centric Mentality

Designing a beautiful website or an interesting app isn’t enough. Your customer should be kept in mind through all the stages of the design. Digitalization’s sole purpose is to make your customers’ lives easier; therefore, the design should be centered on them for a better chance of it happening. 

Adopt an Omnichannel Approach 

Studies have shown that, for the most part, customers tend to use more than one channel to get in touch with a specific brand. An omnichannel approach allows them to conduct their experience through the channel that best suits them. It also allows them to travel across channels smoothly, for example, from your brand’s Instagram store to your website.  

Humanize Your Channels

Even with digitalization, consumers don’t want to give up the human component completely. Customers actually have a bigger preference for brands that have a human component to them, like helplines that offer optimized support like chatbots and real-time customer service or even online discussion forums and  self-service like FAQs.  

Use Data and Analytics to Understand Your Customers Behavior 

Data and analytics will allow you to observe patterns in how each of your customers navigates in and through multiple channels. This information is valuable to help you spot any pain points and friction points in their experience and help you better it. 

Ask Your Customers for Their Feedback 

Your customers’ feedback is ultimately the best tool to let you know how your customers truly feel about their experience and what they think could help them have a better one. It also is a good way to show them that you care about them and their opinion. 

Adjust Your Channels To Your Customers’ Experience 

Make the changes necessary to guarantee that unsatisfied customers have their experience changed for the better as it can certainly translate into customers’ loyalty. One thing that is priceless for any brand. 

Personalize your customers’ digital experience

A personalized experience consists of saving data from your customers’ previous purchases and search data. From one side, it allows them to navigate through multiple channels without the stress of having to start over at every new channel. On the other side, it allows you to make suggestions that fit their tastes and necessities. 

Optimize for Mobile and Other Devices Besides The Computer

Optimizing for mobile is a great way to allow your customers to navigate the channel that best suits them at any given time. Most people now rely more on their mobile devices than on their computers, especially for making quick purchases. 

Request for Expert’s Assistance and Help 

Reading and understanding data and analytics may be a little challenging for beginners. Asking for expert assistance and help might save you a lot of time and resources trying to fix things that could’ve been easily settled. Don’t hesitate to do it. 

Look Out For Technological Advances 

Always look out for new advances in technology that can help you improve your business. You might find an innovative way to apply a new technology to your customer service and stand out from other brands. 

Keep Changing and Improving  your Digital CX Strategy

Digitalization is a never-ending process. As technology and AI evolve, you’ll need to keep adapting and changing your system to keep up with your customers’ expectations. It’s a good thing to make change and improvement, a part of your brands’ culture too, to better prepare your team for it. 

Keep on measuring the ROI of all initiatives, analyzing the great feedback given by your customers and iterate on your CX strategy to make sure you are providing them with a great experience.

How to Improve Your Digital Customer Experience – A Practical Guide 

How to Improve Digital Customer Experience Practical Steps 
Get to Know Your Customer
– analyze previous marketing reports.- look deeper into your customers’ experience with your brand so far.  
Select The Best Channels for YOUR Customers 
– Create your customers’ profile and analyze what channels best suit that general profile.
Design with a Customer-Centric Mentality
-Design from the perspective of your customer. -Test your platforms with your customers’ help, tell them about your plan and ask for their collaboration. Instagram has done this multiple times. 
Adopt an Omnichannel Approach 
-Create pages in the selected social media preferred by your customers. -Link your social media pages to your website and vice versa. -Keep your interactions with your customers  consistent through all the channels. 
Humanize Your Channels
-Use chatbots. -Create a FAQs section or an online help forum. -Have real-time customer service available for when all the digital solutions fail. 
Use data and analytics to understand your customers behavior 
-Choose software that allows you to read your customers’ data and analytics. -Read into the data, look for patterns that might help you determine what your customers’ experience is like. If possible, work with a data analyst. -Use digital customer experience metrics.
Ask Your Customers for Their Feedback
-Have a section for your customers’ review.-Conduct surveys to get your customers’ opinions on their experience.-Keep an eye out for unhappy customers. They are the best help to improve your system. If possible, work closely with them to fix their issue.
Adjust Your Channels To Your Customers’ Feedback
-Make changes to your system and to your strategy according to your customers’ feedback. 
Personalize your customers’ digital experience
-Research and invest in the best software that will allow you to save your customers’ data and transfer it through many channels .
Optimize for Mobile and Other devices besides the computer
-Design your website keeping in mind the mobile version of it, make sure that it’s equally as functional and easy as the computer version. 
Request for expert’s assistance and help 
-Hire experts to read your data and analytics and help you develop solutions to any problem within your channel.
Look out for technological advances Stay in tune with digital innovations, look out for technological advances and new solutions in the news and technology magazines. Encourage your team to do the same.
Keep changing and improving – Measure all initiatives, ROI of systems and tools used, and iterate.

Metrics to Measure Digital Customer Experience 

Some of the most commonly used metrics to measure the digital customer experience are: 

  1. Net Promoter Score (NPS)

It’s one of the most popular ones among companies. It’s done by sending out a survey that consists of two questions that should disclose their customers’ loyalty: “How likely are you to recommend (the brand or service) to others?” and why. Being that the first one requires a scored answer. 

  1. Customer Effort Score (CES) 

Another prevalent metric. Measures the ease with which customers navigate through the brands’ channels and accesses customers’ loyalty through their journey. 

Brand’s send out a survey with the questions: “How easy (or difficult) was the (product or service) to use?” and “How likely are you to continue using it?”.

  1. Customer Sentiment Analysis

This metric reads your customers emotions. It measures how your customers feel about your brand or product. 

Using natural language processing and algorithms, sentiment analysis models read patterns in texts and classify your customers opinions as positive, negative or neutral. 

  1. Customer Satisfaction Score (CSAT) 

It tells you how satisfactory your customers’ experience was. By asking customers to rate in a five point scale, how satisfactory was their experience with the brand or the product. 

  1. Surveys

They are a good way to measure various phenomenons, such as customers’ satisfaction or intention (in their journey). 

Good Examples of Digital Customer Experience 

Burberry: 

They were the first fully digital luxury brand. They are known for their smart e-commerce and their online customization options. They also have a smart omnichannel strategy, with collaborators interacting with the customers through social media to optimize their shopping experience and update them on new arrivals. 

Starbucks: 

Their app is top-rated among customers. It allows them to earn a point and have a shared experience as an online community, where they are allowed to give their feedback and suggestions. They have partnered with Amazon’s Alexa (AI) to allow in-home voice orders, showing that they keep improving with the digital improvements. . 

Uber or Bolt: 

Both are built on customer experience. They are based on a seamless design that connects all the users, and that doesn’t require much time to learn how to use.

Digital Customer Experience Key Points – The 4 Is

Overall, to guarantee the best digital customer experience for your customers, the key-points that should you keep in mind are:


The 4 Is
Integration
The experience must be integrated, consistent and seamless, across  multiple channels.

Innovation

You must aim to be innovative, updating your channels as digitalization expands.

Interaction

Your channels should facilitate interactivity from your customers as that’s one of the main purposes of digitalization.

Intuition

Digital channels should be as intuitive as possible to guarantee that all your customers can easily navigate them.

Keep in mind that although digital customer experience and customer experience are related, customer experience is a broader spectrum from which the digital experience comes out. The latter has gained much relevance in the customer’s experience, with digitalization and the growing importance of the internet and digital means. 

References and Further Reading 

Digital Customer Experience: Everything to know in 2021.QUALTRICS 

Digital Customer Experience Strategy: Six Key Areas To Focus Your Efforts.TTEC

Emidio Amadebai

For the past 2 years, I have been working as the head of Customer Experience, Sales, Marketing, and Customer Finance at an international pay as you go solar home system company working in rural areas in Africa. After my previous 7 years working in B2B, IT&Telecoms industry, as a Service Delivery and Project Manager, having worked with Vodacom, Huawei, and other multinational companies. My job is to make sure we improve the lives of thousands of families, with access to electricity, utilities (radio, TV, lights), doing our very best so that they get the best-in-class customer experience, and succeed in acquiring the products for themselves.

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