The emergence of new digital channels and the explosion of social media have made a substantial impact on the customer journey. Since consumers are more connected and autonomous, they use several means to interact with brands. So companies must adapt by offering a digital customer journey, using a multichannel marketing strategy. Let's discover now the four critical points for your brand to approach the digital customer journey.
What is the digital customer journey?
In digital marketing, we use the term digital customer journey to say all the possible or real steps customers go through during their interaction with the brand. Indeed, whether during their purchase journey or relational experience, the company creates a point of contact with clients with the use of different digital channels: e-mail, telephone, SMS, chat, applications.
1. The importance of refocusing on the client
From searching for products or services to buying at the point of sale, customers do not behave in the same way. The diversity of digital channels makes the omnichannel client more versatile, meaning that they uses multiple devices to interact with the brand such as smartphones, tablets, and computers.
While interacting with your brand, the consumer expects to experience a personalized customer experience that will bring him/her positive feelings towards the brand. Each brand or e-commerce should adopt a customer-centric approach. It comes down to becoming multi-channel in its interactions with a significant concern in responding to the specific needs of the customer, regardless of the tool you are using to interact.
In other words, the company should not only think regarding quality products and services but instead put the customer at the heart of its marketing strategy to optimize its long-term satisfaction by all points of contact.
Thus, by becoming more interested in customers through their personality, their purchasing preferences and the motivations of their purchases, the company can have a better knowledge of its consumers and offer them a more personalized customer experience.
2. Innovate in your customer journey
The emergence of digital has made consumers more connected than ever. The expectations and needs have also changed significantly. Indeed, successful brands know it and do not hesitate to include more digital solutions to simplify and streamline the digital customer journey. A study shows that companies that have adopted an omnichannel strategy retain on average 89% of their customers, compared to 33% for those who have not taken this kind of approach.
Brands must adapt their interaction channels according to their target. For example, the younger generation Y and Z are more receptive to messaging than the older generation who will appreciate e-mailing.
The majority of customers are also frustrated with customer service that is poorly equipped and therefore unable to help them immediately. Therefore, it becomes necessary for the brand to promote the autonomy of the customer throughout its interaction. The aim is that the consumer finds the information they want more easily and available at any time. This method requires putting in place the appropriate tools.
3. Adopt the right tools
The digitalization of the customer relationship is a growth driver for companies. Adopting the right tools means taking over relationship management solutions such as those offered by Agendize: Online Appointment Booking, Customer Relationship Management (CRM), or Dynamic Forms.
- Online Appointment Booking: It allows customers to book an appointment with you according to their convenience. It is an easy-to-use tool that can be easily integrated into your website and that you can customize to your liking.
- CRM: As for the CRM, it allows you to centralize your customer knowledge to make the most of the data collected about them.
- Dynamic Forms: It targets real-time expectations of your customers regarding negative or positive feedback from social networks and other channels to be more proactive.
4. The benefits for the company and its customers
For the company and its customers, understanding the digital customer journey brings significant benefits to modernize and remain competitive. Take the example of the tools developed by Agendize, if we summarize them, they allow businesses to:
- Enrich the customer journey
- Boost team productivity
- Facilitate the organization internally
- Get real-time feedback from your customers concerning satisfaction or difficulties
- Save time
- Have better knowledge of your customers and prospects
- Offer the best customer experience
- Build customer loyalty and engage them in the long term with your brand
The digital customer journey is, therefore, essential for companies to use the "customer centric" strategy along with an omnichannel strategy with the right digital tools. It allows companies to offer a unique customer experience and to secure the long-term loyalty of your customers.
Want to learn more about the benefits of a complete business calendar solution? Click here to contact Agendize today or download our e-Book with the full best practices for the client relationship.