— May 4, 2018
Digital experiences are the new norm for customers as they interact with and experience businesses through computers and mobile devices. The wave of technological advancements over the past decade has caused a major shift in customer expectations. Phone and direct mail surveying has become more of a “niche” approach to data collection, while email campaigns have taken center stage. However, customer expectations are shifting again, requiring the CX industry to develop data collection channels customers are willing to use (e.g. web intercepts, in-app surveys, text feedback, etc.).
To ensure your company is receiving the most accurate view of its customers along with the highest possible response rate, you must employ a digital CX strategy. Consider the best practices listed below as you begin to use digital channels in your CX programs:
- Identify Digital Touchpoints
- Implement Web Intercept Surveys
- Use Digital Channel Measurement
Identify Digital Touchpoints
Before you implement a comprehensive digital CX strategy, complete a journey mapping exercise to assess the digital channels your customers use. A journey map will narrate your customers’ experience with your business from initial contact through process engagement and continued loyalty.
A journey map will capture all the customer interactions: what your customers are doing, thinking, and feeling. As you map out each interaction, you will find digital touchpoints across the entire customer journey. Lock in on the digital touchpoints specific to your business and begin thinking of ways to invest CX initiatives into those outlets.
Implement Web Intercept Surveys
With the shift in customer expectations, your organization should consider implementing web intercepts to expand opportunities for data collection. It is critical for your organization to carefully manage and conduct web intercept surveys through the right techniques and governance framework. Many companies survey customers without the proper software, creating a less than optimal online customer experience. Consider the following best practices as you determine next steps for web intercepts:
- Determine the right invitation option: modal, interstitial, dynamic layers, feedback buttons, in-page questions.
- Govern and manage all web intercept research as a strategic effort.
- Capture feedback in ways that do not interrupt the site visit.
- Limit the number of times individuals are asked to provide comments.
- Offer short, intelligent surveys that capture and analyze information from the site visit.
Use Digital Channel Measurement
As you expand your digital data collection strategy, assess and measure your current digital channels. Start by measuring your digital channels of direct control. Measure how customers interact with your big browser, mobile browser, online services (e.g. phone service or chatbots), and corporate applications. How long are customers interacting with each channel? What pages are they visiting? Is each web page easy to use with responsive templates? Optimize the digital channels you can control and own every digital touch point your customers will experience with your online presence.
Your organization will also need to measure digital channels of influence. This includes social media and review sites, where your company will appear, but you cannot directly control. Assess how you can influence these channels. For example, make your customers feel as though their voice was heard by responding to any positive or negative feedback. Use a software provider that collects this data and provides reports on the customer experience. Your audience may not be responding to email surveys, but they are providing feedback through other digital channels.
Implementing a digital CX strategy will improve the success of your CX program and ultimately, the business results of your organization. Find a CX partner that can provide the tools, processes, expertise, and technology to combine your traditional and digital CX touchpoints/data in a complete and unified view. This will give you the most accurate view of your customer’s voice, journey, and experience.