How to design your Digital Customer Experience & Journey to create a logical flow that your customers will take when using digital platforms to research and purchase your products and services.
Digital Customer Experience (CX) has now become a key business differentiator for any company focused on omnichannel digital engagement with their customers.
Digital Marketing and Social Media Engagement were once necessary lead generation functions for any size company.
Today, they still play an important role in business marketing, however, today’s buyer has become savvier to how digital marketing works and has learnt to avoid the clickbait scams like ‘free e-books’ or ‘download offers’.
Research clearly shows that we have entered a digital age where your customers are looking for more personalised and contextual driven experience, rather than just free offers or clickbait promotions.
Today’s buyers are MORE interested in working with trusted and reputable brands.
They crave brand experiences that are educational and take them on a logical and informative journey.
So how does a brand marketer of today move onwards from traditional social media and digital marketing to Digital Customer Experiences and Journeys?
What is a Digital Customer Experience & Journey
Customer Experience is the logical flow that your customers take from the initial research of your brand/offer, through to making a purchase.
It’s the matrix of the digital touchpoints between your business and your customers.
This matrix builds an information profile about your customer which then allows you to optimise their journey by providing a personalised, educational and interactive ‘customer experience’.
It doesn’t matter how much money you spend on advertising, if the experience and journey aren’t right, any leads generated will simply disappear!
Do you stop your digital marketing?
NO – you don’t!
Digital Marketing still plays an important part in your lead generation process, HOWEVER, without a well-designed and constructed Digital Customer Experience & Journey will simply result in wasted advertising budgets and less than average results.
Why Create a Customer Experience and Journey?
Gartner predicts that by 2022, 70% of shopping interactions will be influenced by online activity either by a website or mobile devices.
With so many businesses in your industry segment all competing for the same audience, it’s only those who provide the BEST digital customer experience that will stand out from the crowd.
NOW is the time to step back and look at your marketing and sales process through the eyes of your customer. It begins with your initial marketing or communications e.g. social media advert, email, or Google search. Then it’s mapping each of the digital touchpoints, reviewing the content and the steps your customers will take in order to make an informed purchase decision.
If the process is disjointed, confusing, or has gaps, then there is the potential that your buyer will look elsewhere!
How to create a Digital Customer Experience
Know who your customers are and the challenges they face.
It’s important that you understand who your buyer is and the type of problems they face. Know this, and you can more easily create a solution that represents real value.
Creating value-add customer solutions.
Solve your customer’s problems by creating VALUE solutions. Your customers want to see how their world will be better by choosing your solution. Support the sales process with tailored sales toolkits, customised marketing messages, and targeted digital campaigns.
Understanding how your online customer traffic will be generated.
You will be driving traffic to your business website. By building profiles of your typical customer will help you to define where your campaigns will be focused e.g. Facebook, Google AdWords, Instagram, email marketing, or events or seminars etc.
Map your customer’s purchase decision process to your online digital journey.
Personalised shopping experiences allow you to present relevant content or choices to your customers which will drive actions. You need to pre-empt these online steps and guide them from research and learning stage through to purchase.
Determine the best way to represent this in a digital environment.
It’s essential that you understand how your buyers’ research and purchase products or services like yours. Your lead generation campaigns and website landing pages should be designed in a way that they accommodate this process and the specific information required to drive actions.
Understanding the digital tools that are available.
There is a myriad of amazing digital technology available. Don’t think that one product will answer all your needs (it won’t). Instead of trying to work this out yourself, work with digital transformation agencies (like us) who have experience across many of the emerging digital software vendors. Having a quality website, social media presence, and a database or CRM is obviously the FIRST step.
Think about the lifecycle of your customer.
Don’t just plan for today’s lead generation. You also need to think about the long-term lifecycle of your customer. Consider how you will manage the ongoing communications and updates, account management, up and cross-selling opportunities. Quality CRM and eMail workflow automation can take a lot of hard work (and cost) out of these tasks.
Need help getting started?
As more and more companies begin to explore their hyper-targeted digital marketing journey, rev™ Branding is there to show them how to correctly plan and invest in personalised and contextual digital marketing and sales engagement programs.
rev™ is a digital brand transformation agency and support clients with solutions for Digital Customers Experience, Digital Channel Marketing, Omnichannel Commerce, Artificial Intelligence (AI), Virtual Assisted Technology, and Workflow Management.
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Got some questions?
Ask Rob, our digital expert for any help or advice to plan your companies digital experience journey, contact Robert Durrant on [email protected] or call +61 3 9863-7444.