Enhancing Digital CX with NPS

Here's a question for you: just make a guess based on your intuition. How many customers do you think can shift to another brand for just a single unsatisfactory interaction with a brand? If you have said at least 50%, then you are absolutely right.

However, many brands fail to think over 10-20%, and that's where they underestimate the importance of CX. And as soon as it comes to brands operating online, the ignorance of Digital experience of a customer is even more.

So, the summary is that if you deliver a single unsatisfactory interaction, you'll be losing the revenue, profits and expected CLV in one of two such instances. Hence, it is important that you take your digital experience seriously. But what exactly is digital CX, and how can you enhance it by integrating NPS and other metrics to benefit from it instead of losing customers? Let's find everything out in this blog. 

Understanding Digital Customer Experience

So, what is it, or what casts a digital experience? To make you understand it better, here's what customer experience means. This is the overall experience of a customer, which is created and affected by every interaction with the brand. Now, if you take out all the digital interactions then these digital interactions are what create a digital customer experience.

It can be anything like shopping online with the brand on their website or app, their promotional emails, or even customer support. So, basically, it's when a customer is interacting with the brand digitally.

It is important to clarify because many times, people misinterpret it for only online interactions like shopping or browsing the app or website of a brand. So, let's now shift our focus to the importance of digital experience. 

The Significance of Digital Interaction

Online brands deal with customers mostly online, which is why it becomes crucial for them to know how efficient everything is that they offer to their customers. And since they are online, a big part of their overall customer experience is the digital CX. It has a direct relationship with many factors of the business, such as lead conversion, sales, profits, etc. That's why it affects the performance of a brand a lot.

For instance, 60% of customers choose one brand over another just because of good CX, while they primarily purchased something from both brands. Moreover, it's 2.4 times more likely that a brand will get loyal customers if it resolves issues faster. So, for a brand with many digital interactions or a brand who is only online, the digital customer experience is what’s more important. Why? Because their customer experience will depend on how good their online interactions are, such as the website experience, check out experience which lie under the digital CX. These stats establish the fact that it has a great role in attracting customers to buy more.

In fact, it is crucial to maintain a great DCX because if you don't then it can harm you as well. For example, 49% of customers leave a brand they were loyal to for a year because of lacking CX. So, it's not that you will only miss out on the benefits of a good digital experience, but you may also harm your brand if you do not maintain the digital CX well. 

Effective Strategies for Enhancing Digital Experience

So, improving digital experience is crucial, but the question is how? What's the process of improving it if you have to start from scratch? Let's look at it.

The process starts with evaluating where you are standing right now. How is your customer experience currently so that the changes can be made? While the changes are mostly different for different brands, the process of evaluation is similar for everyone. You have to evaluate your business with the help of customer-centric metrics like CSAT, NPS and CES. But what will these metrics help you with? Let's find out:

1) Customer Satisfaction Score (CSAT) 

CSAT is a straightforward metric that measures the satisfaction of a customer with your offerings and other processes like customer service, delivery, etc. This metric can help you look at the overall satisfaction level of your customers. 

2) Net Promoter Score (NPS) 

NPS is one of the most important metrics that businesses need to deploy when it comes to measuring the CX. This metric not only gives you an overall score but also allows for a detailed look into every interaction. So, it can let you distinguish between different things like customer service, support, product and website or app performance based on the customer's experience. 

3) Customer Effort Score (CES)

CES, on the other hand, is about how effortlessly a customer can do business with you. So, it evaluates the ease of any process in your business, like buying the product, returning a product, talking to the customer support agent, etc.

Together, these metrics help you cast your current digital experience. With CSAT and NPS, you get to know the customer satisfaction with your brand and different parts of your brand. And with CES, you can learn how easy or difficult it is to toggle with you for a customer. Based on the result, you can work on improvements. For instance, if you learn that your customer support process is so long that customers quit halfway through, then you can work on making it shorter and better.

Once you implement changes, you again need to measure the metrics and see if the scores are better or not. In addition, the channels are also important to take care of. Since we are talking about the digital experience, it's crucial to send these services to all the touchpoints that are not offline. Let's have a look at the channels where you can send surveys digitally to assess your digital customer experience.

Best Channels to Send Surveys to Assess Digital Experience

Now, let's answer the question of where to send your surveys to measure the Digital CX. Thanks to our well-developed technologies, we today have access to not one but many channels to assess the DCX. Here are some of these channels:

1) SMS

Sending your surveys via messages opens up the doors to a large number. You can primarily use SMS to reach out to the customers for their experience with the recent talk they had with your customer support team. 

2) Email 

Emails are also a great way to communicate feedback from customers. You can keep this channel specifically for product NPS surveys and if you are a B2B SaaS brand then it also reflects professionalism. 

3) In-app and Website Surveys 

Now the most important channel for online brands is the in-app and website popup surveys. It is important because it focuses on one of the most crucial elements of digital experience which is the interaction with the app or website of the brand. These surveys help collect feedback for the app or website's experience, navigation and the shopping experience.

Final Thoughts

In conclusion, the digital customer experience (DCX) is not just a passing trend; it's a critical component of modern business success. As more interactions between brands and customers move online, the importance of DCX will only continue to grow. 

Brands that prioritize and continuously improve their digital experience will find themselves better equipped to retain customers, drive sales, and foster long-term loyalty. By leveraging key metrics like NPS, CSAT, and CES, you can gain valuable insights into your digital interactions and make informed decisions that enhance the overall customer experience. 

Ultimately, investing in DCX today is an investment in your brand’s future, ensuring that you stay competitive and relevant in an increasingly digital world.