The secrets of digital customer experience, a business ally

The digital transformation of recent years has demonstrated the necessity of being able to rely on digital channels. While online sales have exploded, it's important for brands to think digital without ignoring online customer relations. Consumers, increasingly equipped with connected tools and digital objects, search and compare product and service offers on the web. As a result, prospects have real expectations when it comes to thedigital customer experience. When it's right, it translates into sales growth and customer loyalty. So, where do you start? Enter the world of digital customer experience.

What is the digital customer experience?

The digital customer experience is none other than the customer journey deployed across a company's digital channels. For example, it takes into account the customer experience from start to finish of a visit to a website or application consulted from a tablet, mobile or computer.

This new way of consuming has given rise to invaluable tools for tracking and analyzing customer behavior. Personalization is at the heart of thedigital customer experience. Data collection provides useful information to better understand consumer habits. And, where a few years ago, digital showed a cold image, now real relationships are being forged by exploring the powers of the digital experience.

The emergence of service omnichannel customer

Digital transformation is overturning the codes of customer relations. It's not surprising that we're moving towards an omnichannel customer experience, where all actions taken on different channels are linked together. The aim is no longer to slow the user down, but to provide a rapid response to his or her request. Information is transmitted automatically, regardless of the point of contact, as consumers multiply their actions. They search for a product on Google, compare reviews on social networks, order on a mobile app and have it delivered to a retail outlet. The whole purchasing process is being rethought.

The digital customer experience, the hidden face of the stakes

To be enhanced, thedigital customer experience must take into account a number of parameters that change with new technologies and consumer expectations.

Mobile first

The digital experience is no longer confined to the website. Consumer buying patterns have evolved considerably. According to a survey carried out by OpinionWay in 2021, almost one French person in two will make purchases on a cell phone. The smartphone has become a daily ally for shopping and payment. Ensuring a mobile presence is no longer an option, but essential to business growth. The big challenge for businesses is to offer an optimized digital experience across all channels. Websites and applications must be ergonomic and responsive to adapt to all screens and offer enhanced interactivity.

Capturing attention with user-friendly tools

To guarantee the most effective user experience, it's imperative to scrutinize both website and application. All you need to do is analyze how users appropriate the channels and improve browsing comfort. Beware of untimely slowdowns. In a digital environment, users don't have the same patience as in the physical world. They will leave the page if they have to wait too long, or if they don't find what they're looking for quickly, thus increasing the bounce rate. Design must be as interactive and intuitive as possible.

Direction for the act of buying

The challenge of thedigital customer experience is to convert the visitor into a buyer. The aim is to bring prospects to the point of purchase by providing them with relevant information in the various phases of the sales tunnel. By working on the digital customer experience, potential obstacles can be overcome.

This is the challenge that FNAC-DARTY has set itself by extending videoconferencing to all its stores. The principle remains to offer users the same service as in-store: personalized advice from a professional. On the group's e-commerce sites, it is now possible to be put in touch with a specialized salesperson and obtain details of an item. As a result, it is service that triggers the act of purchase.

Loyalty and referrals

How do you create a bond through the screen? When it comes to retention, digital customer experience is everything. Gathering feedback, signing up for newsletters, sponsorship, competitions, marketing automation, social networks, personalized promotional offers... There are many ways to build a relationship and stay in touch with post-purchase web users at contact .

The Body Shop, a leading brand in the vegetarian cosmetics sector, automatically sends an e-mail to its customers several months after the purchase of a product. It estimates when the item should be sold out by making an appearance in the consumer's mind.

The widespread adoption of the digital customer experience implies a complete restructuring of all stages of the purchasing journey and acquisition channels.

Personalization and satisfaction: the pillars of the digital customer experience

Thedigital customer experience begins with an in-depth understanding of consumer personas and behaviors. Knowing how users arrive on your website or application, by which channel and how they appropriate the tools, and how they use your brand is essential. This is what will enable you to offer a unique, personalized experience based solely on the interests of your prospects and customers.

Another key issue is customer satisfaction and problem resolution. Even on the digital front, responsiveness and fluidity must remain at the heart of customer relations to avoid any risk of frustration. To answer their questions and remove barriers, users will appreciate having an accessible solution. Online help desks and complementary tools such as voice search, chatbots, FAQs, instructional videos, tutorials and instant messaging are all tools that can be integrated into an online customer experience strategy.

Digital customer experience at the heart of physical stores

When physical and digital customer experiences meet, they give rise to phygital. Phygital refers to the way in which a brand can link its point of sale to its online site. It blends two worlds into one, enriching the overall consumer experience. Phygital is part of an omnichannel approach. This means not only ordering online, but also discovering and testing products and services in person, and vice-versa.

When an item is missing in store, it's important to be able to find it online. The physical and digital customer experience is designed to retain consumers, so that they don't leave for the competition. As a result, the digitalization of sales outlets is set to increase in the years to come.

Many companies are testing phygital. In spring 2021, Décathlon and Thunderstone have teamed up to offer their customers a hybrid experience. In one of its stores, the two brands set up a digital corner to showcase the young start-up's products. Customers were able to discover the collections in real life, try them on, then place orders from touch terminals and receive the items directly to their homes.

Digital signage: an innovative digital solution

At the point of sale, to capture the attention of visitors or enrich their experience, retailers can rely ondigital signage in-store. Digital screens are a novel communication solution that adapts to new customer buying behaviors. They make it possible to create interactive scenarios by opting for digital.

Digital signage bridges the gap between the online world and the physical brand. It also serves to gather information and arouse the interest of prospective customers. Positioned in the window, it improves in-store traffic, and helps reinforce the brand's image or inform the customer.

If you're thinking about developing your customers' in-store or out-of-store digital experience, Cenareo can help you define your project and implement digital signage at your points of sale.

In the age of connectivity, thedigital customer experience is the focus of particular attention. Today, it's a necessity if we are to remain competitive, and build relationships and engagement with prospects and customers. There are a number of ways and tools to activate this transformation. However, this does not mean totally abandoning the physical world. On the contrary, digital completes the customer experience and revolutionizes the way we approach points of sale.

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