The digitalization of the customer experience

Published on August 10, 2020  - Updated on December 13, 2021

Customer experience has always been at the heart of business strategy. This is a key differentiator from the competition.

This encompasses all of the interactions between a brand and the consumer, whether it is the purchase of the product, after-sales service, or even an advertisement.

It is this set of interactions that will give a negative or positive image of the brand to the customer, which is why it is so important in the marketing strategy.

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The customer experience has for a long time been only physical via stores, relations with the seller etc ... However, since the arrival of digital, stores are increasingly abandoned by consumers in favor of e-commerce sites and especially by the youngest (67% of millennials prefer to buy online rather than in stores according to Big Commerce).

With the arrival of the digitalization of the customer experience, companies must adapt to these new technologies to better serve their customers.

This is why providing an optimal shopping experience for your online customers is a necessity and no longer just an asset.

What is a digital customer?

A customer will be considered digital when they interact with your brand online. This interaction can take several forms: the purchase of a product or the subscription of a service, of course, but it can also consist of contacting support, filling out a form, leaving a review ... There are many interactions and can take place on each digital channel (computer, tablet, phone).

These are an integral part of the digital customer experience and it is important for companies to emotionally connect customers to these interactions in order to make the experience unique, this is customer experience management.

How is digital transformation impacting the customer experience?

The arrival of new digital technologies has revolutionized the consumer experience. Indeed, nowadays, as soon as a blocking point arises during a purchase, our first instinct is very quickly to go to the website of the company in question and to fill out the contact form. But this can also be the case upstream, when researching pre-purchase information, by consulting customer reviews on different platforms such as Google Reviews or Trustpilot (hence the interest in carefully monitoring and analyzing returns. consumers on your brand).

The digital transformation has had a profound impact on customer and business relationships. Now the customer journey is no longer only physical but also digital, we speak of "phygital" journey, the customer experience becomes global.

How to optimize the online customer experience and why digitize your customer journey?

The first thing to do is to optimize the customer journey on your website or application in order to make the act of purchase as intuitive as possible; the customer journey and the customer experience are therefore closely linked.

Indeed, if the customer takes a long time or does not immediately understand how to proceed with the purchase of the product they want, there is a very good chance that they will leave your site and buy this product from your competitors.

It can also be interesting to make the answers to any questions immediately accessible and very easily via a chatbot for example. It is an inexpensive feature to set up, which allows the customer to be able to access the FAQ in a more fun way and without having to seek by himself the answer to the question he is asking and potentially keeping him on your site longer.

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This helps create a sense of empowerment for the client, which is greatly appreciated by them.

Personalization is also very important, everyone likes to feel unique. To be sure to meet their expectations, there is one step that should not be overlooked: knowing your customers precisely thanks to the data collected.

Indeed, without data collection, it will be very difficult to learn more about your customers and their expectations, and therefore it will be difficult to answer them.

Data analysis: optimizing the digital customer journey.

One of the great advantages of digitalization is that it makes it easier to analyze data and derive valuable insight into the customer experience.

In order to better understand your customers, several pieces of data will be important to take into account, such as purchasing behavior or engagement, or comments posted on your brand.

Then you have to analyze this data as well as possible, you can use CRM software like Hubspot, Salesforce, or Zoho for example. Regarding the comments posted on your brand, a solution like Q°emotion will allow you to group all these comments from each channel on a single platform in order to identify actionable insights and provoke the emotion you want to provide to your consumers.

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For example, in this screenshot, we can see the points of enchantment experienced by customers represented by "warm" colors, in this example represented by the Quality of service and Ambience & Atmosphere. Conversely, irritants are represented by cold colors, here with Proactivity or Welcoming Attitude.

It is thanks to all of this data that you will be able to identify the expectations around your brand and offer a unique customer experience on your site and thus boost your sales.

On our platform, it is possible to represent the customer journey in a very simple way, step by step, which facilitates the identification of the blocking points in each of them and will help you prioritize the actions to be taken.

Do not neglect the physical experience.

On the other hand, if you also have physical stores, it is essential to understand that this digital transformation also concerns them. The customer experience won't be just physical or just digital, it has to be a mix of the two. This can, for example, take the form of an application that can be used in-store for a benefit or exclusivity for example, so the customer will feel considered and it will strengthen the image of your brand.

The shopping experience is improving not only thanks to the digitalization of the customer relationship but also thanks to good times in store.

We can take the example of Amazon which opened in the United States "Amazon Go" which is a cashless store.

Thanks to numerous cameras and sensors, the previously downloaded application will automatically fill the online customer's basket according to what he has taken from the shelves and it is when he goes through the gates that the payment will be made. automatically, which saves the customer a significant amount of time.

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The digital transformation of the customer experience is undoubtedly a big challenge that has started in recent years and which will constantly evolve in the near future.

Adopting this digitalization will strengthen your brand image and allow you to boost your sales thanks to the satisfaction provided to your customers whatever the channel, you will thus reduce your attrition rate!

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