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How do you track Digital Customer Experience?
CloudCherry | Featured | September 21, 2016
Smartphones and tablets are changing the way people shop – right from clothes and groceries to cars and trucks. Most of the research before entering a store/showroom now happens on a smartphone or a tablet. The rest use a laptop or a PC. But the point to be noted is that digital engagement between customers and businesses is on the rise and is becoming common norm.
In this situation, the digital experience you provide your customers is as important as the
in-store experience. A lot of predominantly brick and mortar stores are starting to invest in digital experiences for their customers and that is because online platforms not just drive seamless engagement but are the hub for valuable customer data/insights.
For instance, many automotive dealers now have online showrooms with the exact inventory positions of all models at any given time. It is also possible to take appointments for after-sales service through the official website. Given the importance of online customer experience, constant improvement through user feedback becomes imperative. How can CloudCherry help you do this?
Some of the key questions that come to mind regarding online customer experience are: –
– Do you have a mechanism to monitor whether or not your website is working well without issues all the time?
– Are your customers getting a seamless experience online (through PC and mobile), over the phone and on visiting the showroom?
– Do you know if your customers are able to navigate your website easily?
– Do customers like your website’s aesthetics?
– When you add features to your website do you know if users like them?
– Do you know if customers are able to find things they need on your website easily?
– Do you know if customers feel there is something missing on your website? Are you giving them the opportunity to express themselves?
– Are you proactive in offering help to online visitors who are struggling a bit?
– Do customers find your online showroom attractive?
– Are customers happy with the online purchase process offered by you?
– Do you know why customers leave your online showroom without buying?
To answer the above questions, we suggest that you split the universe of users into the following segments; based on their objectives.
1. Information Seekers: Visiting for seeking data or information. Usually, this is for research purpose before visiting the showroom.
2. Potential Buyers: Visiting online showrooms or e-commerce websites for shopping.
3. Specific Requirement: Visiting for a specific purpose like booking appointment, asking query etc. This activity can also be done along with the above two activities.
For each of the above type of online user, we suggest that you solicit the following types of feedback. For all visitors, the recommended channel is an online survey. For quick feedback, we recommend MicroCherry; it’s fast and easy (pop-up window).
The type of online user needs to be identified through intelligent algorithms; based on the type of content they view. Another option is to ask one single question to the user on the kind of value they are looking to get from their online experience. This question can ideally be asked on a landing page from where the users can be directed to the relevant team/webpage.
While the quantity of online customer feedback should be generous in order to derive tangible customer insight based on online behaviour, it is important to ensure that the feedback you capture is relevant. Only if you ask questions dynamically – by knowing in real-time what users are looking for – can any business truly understand the nuances of customer aspirations, needs and expectations in the digital world.