Mastering the digital customer experience has never had as much weight in marketing as since the advent of hyper connectivity. This omnipresence of marketing solicitations has changed the traditional user journey by offering USA Phone Number List and communication priorities. This change has led to modifications in the practices and mentalities of consumers. Already in 2015, a study by Walker predicted that in 2020, the digital customer experience would exceed price and product as the main differentiator of the brand. And here we are: users value the experience more than the product. As the saying goes: we all learn from our experiences.
Depending on whether they are good or bad, they make us want to flee or come back. And this proverb applies without exception to the digital experience. The design of a digital experience is based on the identity of the brand, which in the process it helps to strengthen. It makes the values that the brand wishes to convey and on which it capitalizes its branding legible. To reach its target as closely as possible, it relies on data analysis: it is user-centric. But she is also agile, that is to say that she knows how to adapt, to see anticipate, the evolution of her environment and of her customers. The digital customer experience is decisive on satisfaction and therefore on consumer loyalty to such an extent that.
Enhanced Definition Of the Digital
Optimizing a digital customer journey can increase customer satisfaction by 20%, revenues by 15% and reduce customer costs. 20% customer service Contents 1. Enhanced definition of the digital experience 2. The specific case of the 5 steps of the digital customer experience 3. Benefits of the optimized digital experience 4. The paradox of users vis-à-vis the digital experience. The website, historic seat of the digital experience 6. When innovation reinvents the digital customer experience 7. The main KPIs of the digital customer experience 8. Customer experience: pillar of Leadership 1. Enhanced definition of the digital experience.
The digital experience is built by all the contacts and interactions between your brand and a user. Each touchpoint is the opportunity for the user to experience the brand and to form a personal opinion on it. Whether it’s a first contact on a smartphone via a Facebook advertising campaign. Recurring contacts with visitors to your site or readers of your blog. The journey through the purchasing experience of your customers both in-store and online. Or experimentation, good or bad with customer service … Now the digital experience is a major part of the customer experience. It follows, on the one hand, that the omnichannel experiential approach has become the rule.
The Specific Case Of The 5 Steps Of The
And on the other hand that the proposition of a linear and memorable user experience is an objective in itself, just as much, or even more than the conversion from user to customer. “Customers today are much more concerned with being and the experience of life than with having it.” Michel G. Langlois Marketing of the brand experience. 2. The specific case of the 5 steps of the digital customer experience As soon as a customer establishes contact with a brand, he enters an experiential tunnel, a sales funnel that follows an architecture composed of 5 sequences: The before purchase: It is about arousing the desire in the user. Consideration: The user needs to be reassured in his choice. Conversion: A step that must be easy and reassuring for the customer.
Rating: Customer feedback is used to reassure other future customers and improve the current customer experience. Loyalty: Retaining customers costs less than winning them over. The digital customer experience therefore begins before the user’s need arises. It begins with the advertiser’s desire to create a desire in his target. But instead of creating a desire to own or buy, it takes the gamble of offering an experience so fluid, relevant and engaging that the user is naturally willing to let themselves be piloted from one end of the day to the other. his journey. The less tangible stake is nonetheless profitable. “47% of consumers would use the services of a company with a personalized and intuitive customer experience again, even if one of its competitors was more affordable.