The digital transformation of recent years has demonstrated the need to be able to rely on digital channels. While online sales have exploded, it is important for brands to think digital without ignoring online customer relationships. Consumers, increasingly equipped with connected tools and digital objects, search for and compare product or service offers on the web. There is therefore a real expectation on the part of prospects on the issue of digital customer experience. When it happens, it results in sales growth and customer loyalty. So where do you start to deploy it? Enter the world of digital customer experience.
What is digital customer experience?
The digital customer experience is none other than the customer journey deployed on a company's digital channels. For example, it takes into account the customer experience lived from the beginning to the end of a visit to a website or an application consulted from a tablet, a mobile phone or a computer.
With this new way of consuming, valuable tools have emerged to track and analyze customer behavior. Personalization is at the heart of digital customer experience. Data collection provides useful information to better understand consumer habits. And, where digital technology showed a cold image a few years ago, real relationships are now established by exploring the powers of the digital experience.
The emergence of omnichannel customer service
La digital transformation disrupts the codes of customer relationships. It is not surprising to move towards an omnichannel customer experience where all actions taken on different channels are linked together. The objective is to no longer slow down the user in order to provide a quick response to his request. Information is transmitted automatically, regardless of the points of contact, because the consumer multiplies actions. He searches for a product on Google, compares reviews on social networks, orders on a mobile application and has it delivered to retail. The entire buying process is being redesigned.
The digital customer experience, the hidden face of the challenges
To be enriched, the digital customer experience must take into account several parameters that change according to new technologies and consumer expectations.
Mobile first
The digital experience is no longer limited to the website alone. Consumer buying journeys have changed considerably. According to a survey conducted by OpinionWay In 2021, nearly one French person out of 2 makes purchases on mobile. The smartphone has become a daily ally for shopping or as a means of payment. Ensuring a presence on mobile is therefore no longer an option, but is essential for the growth of a business. The big challenge for businesses is to offer an optimized digital experience across all channels. Sites and applications must be ergonomic and responsive to adapt to all screens and offer better interactivity.
Capture attention with user-friendly tools
To guarantee a user experience The most effective, it is imperative to sift through the website and application. It is enough to analyze how Internet users appropriate the channels and to improve the comfort of navigation. Watch out for untimely slowdowns. In a digital environment, users do not have the same patience as in the physical world. They will leave the page if they wait too long or if they don't find what they want quickly, causing a panic in the bounce rate. On the design side, it must remain as interactive and intuitive as possible.
Direction of the act of buying
The challenge of digital customer experience is to convert the visitor into a buyer. It is a question of bringing the prospect to the act of purchase by providing him with the relevant information in the various phases of the sales funnel. By working on the digital customer experience, potential obstacles can be removed.
This is the challenge that FNAC-DARTY has launched by generalizing videoconferencing for these retailers. The principle remains to offer users the same service as in store, namely: personalized advice from a professional. On the group's e-commerce sites, it is now possible to be put in contact with a specialized seller and to obtain the details of an item. As a result, it is the service that triggers the act of purchase.
Loyalty and recommendation
How do you successfully create a link across the screen? Arriving at the Retention phase, that's the whole challenge of the digital customer experience. Collecting reviews, registering for the newsletter, sponsorship, competitions, competitions, marketing automation, social networks, personalized promotional offers... There are several ways to build a relationship and stay in touch with the post-purchase Internet user.
The Body Shop, a leading brand in the vegetarian cosmetics sector, automatically sends an email to its customers several months after buying a product. She estimates when the item should be sold out by making an appearance in the consumer's mind.
The generalization of the digital customer experience implies a complete restructuring at all stages of the buying journey and acquisition channels.
Personalization and satisfaction: the pillars of the digital customer experience
The digital customer experience starts above all with a refined knowledge of consumer personas and behaviors. Knowing how to analyze how users arrive at your website or application, through what channel and how they appropriate the tools, how they use your brand is essential. This is what will make it possible to offer a unique and personalized experience based only on the interests of your prospects and customers.
Another major point: customer satisfaction and problem solving. Even in the digital world, reactivity and fluidity must remain at the heart of customer relationships in order to avoid any risk of frustration. To answer their questions and remove barriers, users will appreciate having an accessible solution. Online support centers and complementary means such as voice search, chatbot, FAQ, explanatory videos, tutorials or instant messaging are then tools to be integrated into the online customer experience strategy.
The digital customer experience at the heart of physical stores
When physical and digital customer experiences meet, they give birth to Phygital. Phygital refers to the way in which a brand can link its point of sale to its online site. It combines two worlds to become one and enrich the overall consumer experience. Phygital is part of an omnichannel approach. This no longer only means ordering online, but being able to discover and test products and services in person and vice versa.
When an item is missing in store, it is a question of being able to find it online. The physical and digital customer experience makes sure to retain the consumer so as not to let them leave the competition. Thus, the digitalization of points of sale will tend to develop in the years to come.
A lot of companies are testing phygital. In spring 2021, Decathlon and Thunderstone teamed up to offer their customers a hybrid experience. In one of its stores, the two brands have established a digital corner to present the products of the young start-up. Customers were able to discover the collections in real life, try them on and then order from touch terminals and receive the items directly at their homes.
The digital signage screen: an innovative digital solution
At the point of sale, to capture the attention of visitors or enrich the experience, retailers have the opportunity to bet on digital signage in store. Digital screens represent new communication solutions that adapt to new customer buying behaviors. They make it possible to create interactive scenarios by opting for digital technology.
Digital signage bridges the gap between the online universe and the physical brand. It is also used to collect information and arouse the interest of prospects. Positioned in the window, it improves store traffic, and helps to strengthen the brand's image or to inform the customer.
Are you thinking about developing the digital experience of your in-store or out-store customers? Cenareo helps you define your project and set up dynamic signage in your points of sale.
In the age of connectivity, the digital customer experience is the subject of particular attention. It is now a necessity to remain competitive, create a relationship and commitment with prospects and customers. There are several ways and tools to activate the transformation. However, this does not mean abandoning the physical world entirely. On the contrary, digital technology complements the customer experience and is revolutionizing the way points of sale are approached.
All the news about digital signage and video
