5 min
In the business world, customer experience (CX) has long been the focus of many endeavors. From marketing to lead generation to business operation and even customer retention, brands know very well that the customer is the only part of the equation that can make or break their business in the blink of an eye.
Digital customer service and support have quickly become part of the landscape for businesses that are integrating omnichannel routing with support tools and strategies. This process is essential for the success of the customer journey, if it is managed correctly. To better understand the changing perspective of customers and what it means for brands, it’s time to get to know the world of the digital customer.
It’s also time to find a digital call center solution that can keep up with ever-changing customer experiences and demands. Choosing the contact center platform is choosing the future of the brand. With the right digital customer service solution, you can have an integrated omnichannel customer contact center that ensures you’re attentive to every step of the customer journey.
What Is a Digital Customer Experience?
You can’t tailor digital customer service until you understand user needs, which means it’s time to learn about the modern customer experience and the digital journey people take when interacting with a brand. First, you must understand how the digital customer is different from the old ones and why this new generation of consumers deserves a new customer service experience.
What Is a Digital Customer Like?
Today’s customers are more demanding than ever, but their demands are relatively simple. They are adamant about things like dedicated support, quality products and services, and brands that they can connect with on a more personal level. They also want access to a wealth of information and resources to help them make smart purchasing decisions.
Perhaps the single most important factor affecting digital customers’ shopping experience, and the biggest paradox, is that they want to go it alone, while at the same time having access to instant responses when they need to communicate.
Bringing Communication to the Customer
Since today’s consumers can use multiple devices to complete a single shopping journey, brands must be able to track these activities and respond in the same way. Retargeting and marketing efforts are good, but there are other factors to consider as well:
- Audience Mood: When you study customer behavior, you see different trends such as, for example, that people buy more online from home. This is something to think about in transforming your experience and what that behavior is among your target customers.
- Consistent Messages and Experiences: People expect to see the same user interface on the website, whether they are on their laptop, smartphone or tablet. Therefore, the company’s website must be responsive (adapted to all devices).
- Page Optimization: It seems the most common reason people leave a website is because of page load times. Therefore, the web must be designed with a focus on different devices, optimized for fast loading and easy navigation to help keep customers engaged.
- Origin: Where do customers come from? Are they more likely to visit or make a purchase through a smartphone or computer? Know what the sources of your web traffic are and make sure you have a diverse flow. If all the traffic comes from a single place, the course must be corrected by expanding the target, content or online presence.
What Makes Digital Customer Service Unique?
It may seem that digital customer service is just a virtual version of traditional call center support. However, the digital contact center must place customers in the right stage with the right agent to get the best results and influence that journey whenever possible.
What to Remember with Digital Customer Service?
- The call center is evolving into a customer experience center (or customer engagement center) focused on driving efforts and providing solutions to anticipate, nurture, engage and deliver the best CX. Not only does this increase retention, it can easily turn customers into brand advocates.
- The goal of digital customer service is to orchestrate processes across channels, functions, applications, and the overall infrastructure to ensure that users and support employees have all the resources, knowledge, and tools they need at their fingertips.
- The digital customer journey is not a linear experience. Therefore, there is a need to create a robust and connected digital customer support solution that provides assistance and peace of mind at every touch point in brand interaction.
- Most customers still prefer to interact with humans when there is a problem, but more than two-thirds of people appreciate access to self-service customer support, including AI (Artificial Intelligence) chatbots, knowledge bases and other support solutions.
- Personalized attention is in fashion. While scripts can be helpful in teaching and guiding the team, they are basically useless from the customer’s perspective. Users can spot them and can go to the competition.
Basically, it’s about knowing that users want a complete experience and not just a transaction. The digital customer explores various options and interacts with brands to get an idea of what they like the most, which companies have it and which one complies in all aspects, and not only in the product or service offered.
Transform Digital Customer Service
Companies that disagree with the digital customer experience will lose business. Today’s brands are making the switch and seeing the value of integrating tools to help with digital customer engagement from a holistic point of view, such as:
- Offer the ideal support that customers need, when they need it, in the desired format.
- Anticipate customer needs and deliver the ideal digital experience and shopping journey from the start.
- Improve the image of the brand through trust and responsibility.
- Identify key information and valuable consumer data to help drive business decisions for future growth.
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