What is digital journey?
A customer journey is the aggregate of experiences that a customer has when interacting with your organization. Rather than looking at each touchpoint separately -- like their experience in your store, their experience on your website, or their experiencing chatting with a customer support agent -- a customer journey details the end-to-end experience from the customer’s perspective.
So what is digital journey? A digital journey is focused exclusively on the digital channels available and used by your customer during their buying journey. These include your company’s website, social media channels, mobile apps, SMS messaging tools, and live chat.
Designing a digital journey
To design a digital journey that will delight your customers and keep them coming back for more, put yourself in their shoes. Define and understand each category of customer that interacts with your company. What are they trying to accomplish by purchasing from your organization? With a deep understanding of your buyers, now consider what content and offers appeal most to the customer. When, where and how should you deliver this information to them?
Additionally, you’ll want to design a digital journey that encompasses all stages of the buying cycle. Typically, these stages are awareness or browsing, filling an online shopping cart, and making a purchase. It’s also important to consider the buyer’s post-purchase needs and wants, whether that involves interacting with customer support or encouraging them to make another purchase from your company.
Benefits of creating an outstanding digital journey.
Focusing on your customer’s journey through a digital lens and ensuring it’s best-in-class can create value in several ways.
Grow revenue
By leveraging the rich at-your-fingertips data available through the technologies that fuel a buyer’s digital journey, you’re able to intelligently offer additional products to the customer. If 80% of the other customers who purchased decorative pillows also purchased a new table lamp, ensure that your digital journey displays your top-selling, in-stock offerings.
Improve customer experiences
As customers continue to embrace digital channels, companies have an opportunity to improve interactions and deliver improved customer experiences. Digital experiences are typically simpler and faster to use. Would you rather stroll aisle after aisle of a home goods superstore searching for a seasonal throw pillow? Or would you rather enter a few words into a search box and find the perfect item for your living room couch at home in your recliner?
Reduce costs
Lastly, a well-designed digital journey can help your company lower costs. By maintaining an easy-to-use help center on your website and leveraging chatbots in your contact center, you’re able to easily answer some of the most common questions a customer has without engaging live agents.
