Digital experience: optimally addressing customer needs
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What's the ‘digital experience’?
The digital experience (DX) encompasses all digital interactions between a company and its customers, from the initial search for information to the completion of a purchase. An optimal digital experience is intuitive, efficient and personalised. User-friendliness of websites plays a decisive role, especially in the B2B sector. Purchasers want to interact with their suppliers and partners as easily and quickly as possible, because time is a valuable commodity.
Best practices for your digital experience
According to a consumer study by Qualtrics*,
consumers are 2.7 times more likely to
return after a positive experience
with digital support.
*Source: Study “Qualtrics Consumer Trends 2024”, p. 19
A strong digital experience is therefore crucial to the success of a modern company, as most customer interactions today take place digitally.
- In the B2C sector, emotional customer experiences are paramount
In the B2B sector, efficiency, functionality and clear structures are key.
The requirements are high. Companies expect platforms and systems that function smoothly, deliver relevant content and can be seamlessly integrated into existing processes.
The following tips will show you how you can improve your digital experience strategy:
Tip 1: Get customer feedback
Nothing can replace the voice of your customers, and it should be a top priority in the digital experience of your online shop. The digital experience makes the difference between a customer who feels frustrated by an opaque process and one who is delighted by a seamless process. Digital feedback allows you to find out what your customers expect, what they value about your brand, or which interactions on your site can lead to losses.
Automated processes help you collect, actively obtain and manage these valuable insights from customer data,
for example through:
- contact forms
- email campaigns
- online chat features
- a survey when someone wants to leave your shop
- online surveys
Important: Whenever you manage user data, remember to comply with the General Data Protection Regulation (GDPR)!
Tip 2: Data analysis as a basis
Quantitative data from analysis platforms and internal operating systems can help to draw valuable conclusions.
These include, for example:
- website traffic
- orders
- sales
- customer behaviour
You can use these insights to further develop your pages. This will tell you how your pages are being used, which design works, what your front end needs to deliver, and what requirements your content management system (CMS) must meet. It may be possible to add specific components to the design of the pages or functions in order to significantly improve the functionality of your website.
In this way, you can secure a competitive advantage through clever personalisation. After evaluating the data, you can tailor product recommendations and user interfaces to your customers. Optimising content and user experience motivates customers to interact more with your brand.
Tip 3: Create touchpoints with your customers
The B2B customer journey is significantly more complex than in the B2C sector and therefore requires a more comprehensive service. While purchasing decisions in B2C are often made quickly, B2B buyers need detailed information and conduct intensive research before making a purchase decision.
To overcome this challenge, you should take advantage of the countless opportunities offered by digital touchpoints with your customers. From websites and social media to interactive product configurators. The more relevant touchpoints you offer, the better you can reach your target group. Digital touchpoints are essential for a successful customer experience and should be optimised to meet the specific needs along the customer journey. A well-integrated configurator, for example, can optimise product presentation and the ordering process.
For example:
A service provider for terrace solutions can present its products with high-quality images, but many customers lack the imagination to picture what the finished terrace will look like in their own garden. A digital configurator offers the ideal solution by making the planning process clear and interactive.
With a high-quality 3D representation of the terrace, your customers can view the product with the following features thanks to the realistic visualisation:
- plan every detail – from the flooring to the lighting
- move freely
- view from different perspectives
- integrate a technical drawing of your garden
Tip 4: Consistent omnichannel marketing
our customers use various digital channels, which you should take into account to create the ideal digital customer experience. An omnichannel strategy connects all interactions across different platforms and ensures a consistent brand experience. To create a truly seamless omnichannel experience, it is essential to understand the entire customer journey across all touchpoints. The goal is to ensure that customers have a consistent experience regardless of whether they interact with your brand online, offline or across various digital platforms.
Strategies for a successful omnichannel experience:
- Integration: Software platforms, processes and team members must be interconnected to enable smooth transitions between the various channels, from customer service to sales and marketing.
- Consistency: A coordinated brand message and a uniform concept across all channels strengthen brand identity.
Conclusion: Strategically optimising digital customer experiences pays off!
Customer expectations and, consequently, the requirements for a successful digital experience are constantly growing and evolving. Technologies that focus on virtuality and augmented reality, or even work with artificial intelligence, are playing an increasingly important role in this context. A functional, well-designed online configurator can be an essential part of a successful digital experience strategy. It creates personalised touchpoints, optimises the customer journey and increases interaction with your brand. Rely on digital platforms and solutions that advance your business and increase customer satisfaction.
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