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Feb 09, 2022
Just having a digital presence in 2022 isn’t enough. Today’s customer journey covers a wider range of touchpoints than ever before and can constantly move back and forth between the physical and digital world. Customers now expect a robust digital experience that works—and works well.
The result must be a digital experience that is not only highly monitored and optimized, but also results in a potentially endless stream of data for brands to consider when doing so.
This is where digital experience management (XM) comes in.
With such a massive amount of data coming through, it’s more important than ever for brands to manage the digital experience for customers and optimize the collection and analysis of data to contribute to high-quality results. Here are three key best practices to consider in both establishing and optimizing your digital experience management.
Since the beginning of the pandemic, digital channels for brand engagement have significantly increased in popularity. A user-friendly digital customer experience can be the difference between a brand loyalist making a repeat purchase and a frustrated, lapsed customer turning to your competitor’s site. In fact, with the average abandonment rate at nearly 70%, e-commerce channels alone could be losing up to $3 billion a year.
To fully understand what makes users bail at digital touchpoints, companies need an integrated, multi-channel XM solution that measures non-purchaser behavior. At a minimum, an end-to-end user experience measurement platform should help you:
Prior to the global health crisis, 73% of consumers used multiple channels during their shopping journey. While that customer data will surely change, digesting customer feedback for your in-store, website, and digital application teams will likely create siloed approaches—creating extra work for everyone involved and making it more difficult to track trends across touchpoints and throughout the customer journey.
Whether it’s researching products before an in-person visit, making in-app purchases, or redeeming loyalty rewards, branded mobile applications have quickly become a primary touchpoint for consumer interactions for a variety of reasons. To ensure the app experience meets the expectations set by more established channels, it’s critical to build an innovation strategy that keeps the customer at the heart of every decision.
Businesses can take a more proactive approach to feedback on digital experience management by inviting users to in-app surveys using hyper-targeted invitation criteria (e.g., time in app, specific page visits, or a combination of factors). Whether it’s capturing post-transaction customer satisfaction levels or measuring NPS at strategic intervals, brands can use these dual methods to get answers to pressing questions, such as:
In addition to being completely customized to match your branding, surveys can be configured to include a wide variety of question types, input displays, and logic-based surveys that personalize the questions according to the user’s specific behaviors and experience types. Beyond the data provided through the survey, brands can also automatically collect metadata, including:
A multi-source XM reporting platform, when paired with dedicated professional services, can give brands the tools they need to implement custom, comprehensive feedback collection methods that gather information on the customer experience across every touchpoint.
Get the best cross-channel insights with:
To dig deeper into purchaser and non-purchaser behaviors in real time, brands need an integrated XM platform. By incorporating multiple survey options for a quick turnaround on feedback, it’s that much easier to add depth to consumer data and improve how your brand attracts and retains customers in a competitive landscape.
With siloed customer experience data, you won’t get the side-by-side comparison you need to see what’s driving a wedge between those touchpoints. Whether it’s an isolated issue or a persistent problem, if you’re not able to accurately track down the reasons for dissatisfaction, you won’t be able to fix it.
Additionally, shoppers who are highly satisfied with the digital experience have an in-store purchase conversion rate of 80%—nearly triple the rate of less-than-satisfied customers. By providing a frictionless online experience, brands can exponentially increase the chance of creating highly satisfied customers in-store, too.
To get a head start on bridging the gap between in-store and online satisfaction, brands can:
Customers won’t settle for a disjointed cross-channel experience—and neither should your teams. It’s important your XM utilizes a unified platform combining feedback data sourced from multiple channels to help your brand offer a seamless experience while also having the ability to track customer trends across every point of interaction.
By running an inefficient XM program, or at least one that’s not optimized, many brands are leaving money on the table. By focusing on ways to utilize digital XM to counteract digital attrition, diversify feedback signal channels, and remove data silos, brands can use the intelligence provided by systems they already have in pace to improve performance.
For more on this and other ways your digital experience management program can be optimized to deliver the maximum ROI, check out our best practice ebook, The ultimate guide to experience management ROI.