REPORT Forrester's Now Tech Digital Asset Management For Customer Experience, Q2 2021

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Definition: Digital Experience (DX)

What is Digital Experience (DX)?

Digital experience (DX) is the collected responses a user or customer has when interacting with a brand. This includes digital experience platforms such as the company website, apps, social media, and chatbots. In a world that increasingly operates online, marketers must ensure they deliver a great digital customer experience across all touchpoints. This means providing a seamless user experience, fixing any issues quickly, and understanding and adapting to user behaviors. Brands must also ensure that all tools and platforms are secure and customer data is never compromised.

As with customer and user experience, providing a good digital experience helps to build trust, increases customer loyalty and satisfaction, and gives brands a significant competitive advantage. Digital experience management also provides an opportunity to get real time customer feedback and data insights so brands can respond to issues and improve services.

Creating a cohesive digital experience across all marketing channels is a challenge but using digital experience solutions such as DAM (digital asset management) and CMS (content management systems) can help smooth the journey.

How to create a great digital customer experience

Take the time to understand your customers

Getting a thorough understanding of your customer’s digital preferences and behaviors is a key element of your success when creating a great digital customer experience. Think about what level of support or intervention they might need, which marketing channels they use most and why, what technologies they are comfortable with and vice-versa.

Think about the customer journey in its entirety. Remove any obstacles, make sure moving between platforms is seamless and offer feedback mechanisms so you can rectify any issues and capitalize on successes.

Make it personal

Where possible, and appropriate, try to personalize your digital customer experience. This could mean sending special offers based on a customer’s behavior or in-session loyalty promotions that are relevant to your user. You might also consider adapting offers based on a customer’s location, or the time of year or day. Anything that makes them feel they are valued as an individual.

Be consistent across all devices and channels

Every digital device and marketing channel you operate must provide a high quality and cohesive user experience. The transition between each element must be fluid and seamless. This helps build confidence in your brand and increases loyalty, brand recognition and customer satisfaction.