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How to Improve Your SMB's Digital Customer Experience

Mehmood Hanif
Mehmood Hanif

Ensuring that you offer a stellar online experience for customers is critical to success.

Digital customer experience management refers to the interaction between a brand and customers through a digital interface such as a tablet, phone or computer. It is customers' overall level of satisfaction with your brand on channels that include your website and social media pages.

The factors that influence the customer experience for offline (brick and mortar) customers differ significantly from those of online customers. Customers tend to be more critical in digital platforms. They immediately fault the company for any unfavorable online experience and move to your competitor fast. 

For instance, while a customer in a physical store would be fairly comfortable with a small queue, an online shopper may quickly become agitated by a page taking too long to load. The good news is that digital customer experience management can be improved using effective tools. 

Today, almost every company has an online platform. The fact that there's no face-to-face interaction can cause some brand owners to make incorrect assumptions about their digital customers' experiences. These assumptions can lead to major market losses.  

A single frustrating event can break a business relationship. A satisfactory experience, on the other hand, can lead to customer retention, higher customer acquisition and customer loyalty.  

Excellent customer experience management is necessary for the growth of any brand.   

To improve the experience your customers have on your website, you must point out the main pain points. This can be done through website session recording. It can help you spot broken links, slow pages and unpopular features. Most website session recording tools come with solutions to improve on your digital customer experience.

Provide your customers with a platform to give feedback. Make it easy for your users to give their opinion through a chat function or a feedback tab. When you implement their suggestions and correct the problematic areas, it shows you care. This, in turn, builds customer loyalty.

A mistake you can make as a company is expecting your customers to always bring their frustrations to your attention. While some customers may voluntarily give feedback, some require direct questions. The key is asking the right questions. A quick survey directed to your regular customers can inform you of your shortcomings and improvements that can be made.

Create consistency for the customers who use multiple channels. Adopt a system that connects online services with offline services. For instance, a customer who uses a company's website to book a conference room should not have to repeat every detail they fed on the website to a physical attendant.

In conclusion, get to know what your customer is going through by using a website session recording tool. Know exactly how their experience was and whether their needs were met by providing them with ways to give feedback. Finally, develop an effective system that creates consistency in your online and offline platforms.

Practice effective digital customer experience management to keep your customers loyal. Your customers are your brand ambassadors; you must keep them happy. What they say out there about your online services can attract or repel new customers.

Image Credit: Antonio Guillem/Shutterstock
Mehmood Hanif
Mehmood Hanif Member
Mehmood Hanif is a digital marketer and works for a cybersecurity company as a Senior Digital Marketing Strategist.