How Can a Digital Experience Platform Help Businesses in Scaling CX?

The lines between physical and digital seem to be getting increasingly blurred. Customers are switching between these two channels effortlessly and do not seem to differentiate between them. Businesses need to take this development into account and look at enhancing personalized customer experiences across all digital channels. Such an omnichannel approach toward driving digital customer experience is likely to retain customers irrespective of their journey. A digital experience monitoring strategy should encompass multiple channels to deliver customer satisfaction. The parameters for monitoring CX would include convenience, ease, and speed across channels. Any business needs to scale and expand while keeping costs at a manageable level. Scaling should not be conflated with growth as it includes keeping costs low to improve profitability and efficiency. However, any scaling strategy can only be successful if it is looked at through the prism of customer experience, or CX. The customers should be provided with top-notch support.

What is Digital Customer Experience?

Digital customer experience encompasses the way a customer feels or perceives a brand when he or she journeys through various digital touchpoints, including websites and apps. It is critical to foster customer loyalty, wherein a customer will be willing to recommend a brand. The success of a digital customer experience assurance platform depends on three parameters:

Success: Did the customer complete the tasks expected of the website or application? Did he or she face any hassle in doing so?

Effort: Was the process of completing the tasks easy and smooth?

Emotion: Did the customer feel good after completing the task?

According to a study by XM Institute, around 92 percent of customers who give a high rating for ‘emotion’ are likely to buy more from the brand. Businesses should nurture an omnichannel mindset while creating a digital customer experience assurance platform. Also, the Global CX Trends states that many customers are yet to be convinced about the experiences that are being delivered by businesses. According to them, businesses haven’t yet caught up with the pace at which customers have adopted the omnichannel approach. In fact, there is a crying need for businesses to eliminate silos to deliver seamless and cohesive omnichannel customer experience assurance.

How Can a Digital Experience Platform Support the Scaling of CX?

Scaling can get easier provided the CX is top-notch. Let us find out how good CX can help scale up the portfolio and journey of a brand.

Accelerate the time to market: In a continuously changing digital landscape, businesses need to adopt a next-gen approach to deliver a better customer experience and speed to market. They need to develop and deploy quick and robust digital touchpoints and campaigns to give teeth to their digital marketing efforts. This can often mean the difference between success and failure. An omnichannel digital experience assurance tool with an easy-to-use interface can help them configure and manage the digital touchpoints across locations. This can assure stakeholders that the digital touchpoints and other portfolios are safe and compliant with regulatory standards.

Be transparent: Customers do appreciate it if a brand works towards improving the overall digital experience by implementing several measures. These may include leveraging a digital experience platform. Hence, a business should communicate the same to its target customers using the marketing channels. And when customers learn that the business is working on their feedback, they get the feeling that they matter. This may enable customers to realize the values and priorities of the business, thereby encouraging them to connect with it more.

Improve continuously: Before implementing a digital customer experience platform, businesses ought to test the end-to-end customer journey and any associated digital interactions. They should pursue different paths to understand the customer journey, especially the common pain points. Thereafter, credible action should be taken to resolve such pain points throughout the customer journey and drive a seamless CX. Further, once the customer experience assurance platform goes live, its performance should be analyzed continuously. For instance, A/B testing on various layouts can help businesses improve the quality of CX.

Lower costs: Businesses need to optimize their existing stack of marketing technologies and channels and look at areas that can deliver better outcomes. It is important that they invest in a next-gen digital customer experience assurance platform to achieve a slew of objectives. These include eliminating multiple silos, combining data and content, providing a cohesive CX, driving value, and achieving greater ROI.

Conclusion

A digital experience platform provides significant opportunities for businesses to delight their target customers. It offers them deep insights into the customer behavior and journey thereby enabling a successful digital transformation.

Stark is a software Tech enthusiastic & works at Cigniti Technologies. I'm having a great understanding of today's software testing quality that yields strong results