Hi there! Rachel here from GetFeedback. Welcome to another episode of Simplifying CX.
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Today I’m going to share with you the main differences between customer experience, also known as CX, and digital experience, also known as DX.
First, I’ll define the relationship between customer experience and digital experience.
Then, I’ll explain the 4 steps you need to take to deliver great digital experiences.
Think of customer experience as an umbrella term that envelops digital experience. In other words: Digital experience is a key component of your overall customer experience strategy. This is evident when you look at the definitions of each term.
Customer experience is how your customers perceive all of their interactions with your brand. Great customer experience means meeting or exceeding the expectations of your customers during all interactions with your company.
Digital experience, on the other hand, includes how customers perceive their interactions with you on strictly digital channels (like websites, apps, and emails.)
This distinction is important to know. But what’s more important is understanding that in most cases, there is no great customer experience without a great digital experience.
We live in a world where customers don’t think of their experiences in digital and non-digital terms.
They want to access companies in the most convenient way possible to them, regardless of channel.
Looking at CX and DX as a holistic approach creates consistency in the customer journey and consistency creates customer loyalty.
So, now let’s move onto the four steps necessary to deliver great digital experiences.
The four steps are: collecting customer feedback, analyzing customer feedback, designing for speed, and optimizing for mobile.
Let’s start with collecting and acting on digital feedback. You should collect feedback across all relevant channels for your company, such as websites and apps. For instance, run surveys on new app features or the returns process on your site.
Step 2: Once you’ve collected this feedback, you need to analyze it, look for trends, and identify your customers’ frustrations.
In the digital world, things move fast. If a website isn’t loading right, brands are expected to fix bugs and respond to complaints in real-time, or else they face losing valuable customers.
When you’re ready to make changes to your digital experience, you need to design with speed in mind.
Step 3: To design great digital experiences, enable your customers to accomplish tasks quickly. If an interaction takes four or five steps for the customer to complete, can you change it to two or three steps instead?
Which takes us to step 4: optimize the mobile experience. Mobile optimization means adjusting your website content to ensure that your users have an experience customized to their device.
The average American checks their phone every 12 minutes. Some people check every 4 minutes.
To deliver a great mobile experience: You need to maintain the same standards of quality as your website in regards to things like look-and-feel, the ease of navigation, ease to complete a task, etc. as users would expect on their laptop. Same goes for any mobile apps, of course. Consistency is key.
And don’t forget, the goal is to provide your mobile customers with the quickest and easiest ways to accomplish their tasks.
So let’s recap: You want your digital efforts to complement your overall customer experience program so that the customer's journey can feel seamless across channels.
A seamless experience also means consistency across channels.
Lastly, when creating great digital experiences, focus on collecting customer feedback, analyzing customer feedback, designing for speed, and optimizing for mobile.
For more on delivering a great digital experience, check out the free guide in the description section of this video.
Also, if there’s a topic that you’d like us to cover—tell us in the comments section! And don’t forget to subscribe now to see more videos that simplify CX. Until next time!