Importance Of Customer Experience In Digital Marketing

Priya Tandon

In a world full of competition and fastest-growing technology if you want your business to survive and reach its highest level then you must know every advantage and disadvantage of digital marketing.

Digital marketing forces companies to change their working model and adapt to the new marketing strategy. Now in the new business model, the customers are the priority in every kind of business and the most interesting thing about this is that it’s not the companies that are driving the change instead, this change is being driven by the customers. Putting the customer first is already at the centre of any organization’s strategies.

According to the research from IDC, two-thirds of the CEO’s of Global 2,000 companies will shift their focus from traditional, offline strategies to more modern digital strategies to improve the customer experience before the end of the year — with 34% of companies believing they’ll fully adopt digital transformation within 12 months or less. Which explains the increase in digital spending?

The growth in spending on digital transformation technologies and services in 2019 was 17.9 percent. And in 2020, The industries expected to see the strongest growth in digital transformation spending in 2020 are construction (16.3 percent) and healthcare (15.7 percent), both of which will see spending grow more slowly than last year.

COVID-19 has wiped off almost $500 billion of worldwide DX technology investment between 2020–2023 from the pre-COVID-19 forecast. The basic and the most important part of every business to achieve their goal is to help and establish a long-term relationship with individual customers.

Each customer’s relationship with an organization is a sum of all their experiences starting with initial brand awareness and lasting through to their post-purchase level of engagement, said Dutta Satadip a CX thought leader who has built customer experience organizations at Pinterest and Google.

Before we go into more details in customer experience and why customer experience is too important for digital marketing lets first discuss what is the actual meaning of customer experience?

What is the customer experience?

Customer experience is the impression your customer has of your brand throughout all aspects of the buyer’s journey. The two primary points that create the customer experience are the people and products.

Customer experience is how a customer perceives their interaction with your company. A successful strategy should be useful, usable, and enjoyable from the customer’s point of view. Today the customer has the power, not the seller, and who gave them the power? Us- with the help of the world wide web.

That is why it’s so important to provide a remarkable experience and make them want to continue doing business with you as the customer is the best resource for positively growing your brand awareness.

Investing the time and efforts into customer experience is usually the main focus of 70%of marketers. Let’s look at the main reasons why looking after your customer’s happiness is still essential right now.

• Customer satisfaction is the first priority for any organization

Customer is not just an important but also an initial part of any organization. Customer experience is the key to exceeding your customer’s exception. Your business brand has to be accurate, dependable, and provide the service they granted. You always have to try to provide some extra care and support to your customers. A totally satisfied customer contributes 3 times as much revenue as a somewhat satisfied customer and 14 times as much revenue as a somewhat dissatisfied customer.

• Customer loyalty

Customer loyalty is the key to measure customer’s likeness to do repeat business with a company or brand. It is a result of customer experience and customer satisfaction and the overall value of the goods or services a customer receives from a business. Customer loyalty is the act of choosing one’s company’s product or service consistently over its competitors. The loyalty of the customer towards the brand in the market is the main essential focus area to deal with.

• The community of customer advocates

Marketers today face a huge obstacle when trying to reach young consumers: according to a recent study ,84 percent of Millennials don’t like traditional advertising nor do they trust it. People are seeing third party validation when making an online purchase. And that’s why customer advocacy is more important.

By focusing on customer experience and customer loyalty you are creating an advocate out of every consumer. Customers should be the main spokesperson of your brand to increase the value in the market and become a market leader. Customer incentives are also one of the main key areas that can be focused to achieve the required market presence.

• Don’t forget about the quality you provide to your customer

Customer experience is based on the quality experience of your product and service you provide. It’s getting harder and harder to differentiate yourself from other businesses when everyone is sharing the same product or service online. When a product or service does meet the customer requirement, then the customer experience is poor, and no matter what action is taken to remediate the problem. More than 90% of the customer reads reviews before deciding to purchase that product or not. Quality is the most important thing for customer experience in digital marketing.

• Making your customer feels special

Always try to do something special and give your customers extra care and support for making them feel special. Making each one of your customers feel special and unique will help you in building a strong relationship with the customers. They are cared for and important to your business. By doing so, you have a better chance of building trust with them, creating a strong and long-lasting relationship.

In every business, the first and the most important aspect is to know your targeted audience and then always try to do something extra to make them feel special and don’t forget about the quality of your product or service you provide, always try to make a positive customer experience and customer loyalty. Organization turning to CX management must first define what CX means to the organization and then decide how to measure it. Measuring customer experience is the most important thing nowadays in digital marketing.