The digital revolution forced many businesses to adopt the multichannel experience approach. They had to combine their brick-and-mortar store with an online retail channel or get outcompeted. However, 2020 made the customers more inclined towards digital channels. As a result of lockdown, they distanced themselves from the physical experiences. Therefore, just a multichannel experience isn’t enough to please this present-day digitally-conscious customer.
Today’s customer demands a consistent channel-agnostic experience. In other words, they want the same experience, whether they are on the app, website, social media, or any other platform. Irrespective of the channel or mode of accessing the business, they want the same experience everywhere. This is where omnichannel digital experience comes into play.
Let’s dig a little deeper to understand the digital experience. We will also find out why businesses need to adopt an omnichannel experience, especially in 2021.
Understanding Digital Experience
Before jumping into adopting digital experience, one needs to understand what this term means. And for that, we need to understand customer experience first.
In Gartner’s terms, customer experience is the “customer’s perceptions and related feelings caused by the one-off and cumulative effect of interactions with a supplier’s employees, systems, channels, or products.”
In simpler terms, customer experience or CX is the experience a customer has while establishing a connection or interacting with your brand. It could be through your sales rep, your physical store, your support employees, your products/services, your mobile application, your website, or any other means. Essentially, CX is formed via a customer’s interaction through any physical, human, or digital channel.
But analyzing today’s customer, he is more likely to interact with a brand on digital channels like a mobile app, website, social media page, online chat, or something of that nature. Why digital customer experience or digital experience is important is not a mystery, considering the behavior of the present-day customer.
Businesses today are dealing with digitally-conscious customers. They want to be served with ultra-personalized experience across all digital channels. Whether it is through content, ads, recommendations on the online store, marketing messages, or any other thing, they want it consistent. No wonder digital experience management and digital experience platforms have become the latest buzzwords.
Why Omnichannel Digital Experience?
By omnichannel digital experience, we mean offering the same frictionless experience to customers across all digital touchpoints in their buying journey. And it’s not just the consistency that brands need to offer, it’s also the same level of personalization to each individual customer on each digital channel. No matter where they come across or interact with the brand, the digital experience should be no different from what they expect.
Here are some stats to prove the importance of omnichannel digital experience:
- An Accenture survey reveals that 83% of customers have no issue sharing their data provided they get a personalized experience.
- Google research shows that over 98% of Americans switch between devices every day.
- Omnichannel campaigns had a 287% higher purchase rate compared to single-channel marketing campaigns.
- As per a PWC report, there has been an increase from 20% to 80% in the number of companies investing in an omnichannel experience since 2020.
- As per a Harvard Business Review article, 73% of customers are omnichannel customers that use multiple channels during their buying journey.
- A Clickz report states that customers that use more than three channels while interacting with a brand are 250% more likely to make a purchase compared to single-channel users.
- The same study also revealed that the customer retention rate is 90% higher in brands that used an omnichannel strategy than a single-channel strategy.
Successful Business With Omnichannel Experience: An Example
Take the example of the Neiman Marcus store. It has an omnichannel experience that is lined with advanced technology for unmatched customer experience. They have an app that connects shoppers with human reps via chats, calls, emails, and even FaceTime. Their website offers a personalized shopping experience by integrating the data from the app like size, preferences, etc., on the website for customizing the same. It even caters to the physical store experience by using geolocation to tell if nearby stores have the products that a customer is looking for online.
Such an experience would make the glue to the brand, no matter what channel they shift on. This is where omnichannel digital experience comes to play. It helps customers recognize the brand on all channels and increases customer retention, leading to loyalty.
Crafting The Omnichannel Digital Experience Strategy: The DXP Way
We know the importance of omnichannel digital experience by now, but the next important question to ask is “how do we craft an omnichannel strategy?”. Considering the number of channels and touchpoints in a digital customer journey, it won’t be easy for any business to strategize its omnichannel experience strategy. However, with a digital experience platform, one can handle all the digital touchpoints on a single platform.
The most effective step in offering an immersive omnichannel digital experience is to shift your business to a digital experience platform (DXP). This is the next level of CMS that businesses are adopting now to build an omnichannel digital experience.
So, what exactly is a Digital Experience Platform?
Going by Gartner’s definition, “A digital experience platform (DXP) is an integrated set of core technologies that support the composition, management, delivery, and optimization of contextualized digital experiences.”
A digital experience platform has everything that a business needs to elevate its customer experience and make it more unified and customer-oriented. Its core components include content management system, marketing campaign management, experience components, enterprise system integration, web analytics, commerce services, and much more. With a DXP, you get a single platform to monitor and manage all siloed platforms like mobile device management (MDM), product information management (PIM), customer data platform (CDP), eCommerce, web content management (WCM), etc.
- A DXP allows any business to control each and every touchpoint in the customer journey.
- DXP offers a consistent and unified customer experience across all stages to make the customer stay and convert.
- Businesses can connect any tool they have with the DXP using APIs to make their process comprehensive and all at the same place.
- DXP collects data from all channels and helps you sketch a 360-degree clear picture of the potential customers.
- With the data provided from the DXP platforms, you can make data-centric decisions regarding your marketing campaigns or other campaigns.
- DXP provides the one-stop solution to keep a track of every touchpoint in the customer journey. It could be on an app, website, PWA, social media, or any other channel.
- DXP identifies the immediate needs of the customers through bottlenecks, loopholes, and pain points and notifies the desired team to take swift action.
- A DXP comes with several functionalities to automate business operations like scheduling social media, tracking data, and much more.
Simple Tips & Hacks For Omnichannel Digital Experience Management
For businesses planning to adopt an omnichannel digital strategy, some tips can always come in handy. These tips ensure you formulate the right strategy. Further, they can ensure a seamless and frictionless digital experience across all channels.
Data is a treasure trove for today’s businesses. That’s why you should collect data from all platforms: CRM system, social media, online search behavior, app data, etc. This will help you identify their buying patterns and online behavior. You will know what platform they are using for what action. This data can help you craft the best digital strategy across all channels.
Always make sure you have the buyer personas for your business ready, which are segmented based on different demographics. The data you collect can be put to great use for segmenting the customers. Once users are segmented, it’s easier to personalize the customer journey for each of the buyer personas.
All businesses want to deliver an omnichannel experience. And for this, it needs to be extremely customer-centric. Every digital presence, be it on social media, via ads, or any other digital channel, should have a customer-focused message.
Content is the power tool today. It keeps your customer glued to your brand. Measure and analyze every piece of content you put out. This will help in knowing what type of content works on which platform.
Rethink Your Business With Omnichannel Experience In Center
Today, the digital experience is integral to any business’s success. Whether it is for research, purchase, support, or post-sale feedback, customers demand a consistently perfect digital experience. And when we are talking about omnichannel digital experience, you need to rethink your marketing strategy. You can build your own omnichannel marketing campaigns that deliver the same message across all channels. You need to ensure that your customers get the same message across all touchpoints.
A digital experience platform is something that can help you rethink your business. It can help you deliver a consistent message and experience across all channels. Remember, DXP is no more a buzzword. It is the need of the hour. businesses need it to gain an edge in the age of digital transformation. They need it to cater to the increasing need of their digitally-conscious customers.