Your guide to digital customer experience: How to deliver a cohesive omnichannel DX

Close up of a person using their smartphone to leave a customer review, with frowny, neutral and sad faces floating over the image. If you’ve arranged for food delivery through an app, bought household essentials or gifts online, or bantered with a corporate account on social media, you’ve had a digital experience (DX). Every interaction between a customer and a business that takes place thanks to technology like the internet counts as a digital experience, according to the creative agency SMACK.

In today’s increasingly online world, many of our encounters with corporations take place virtually rather than in-person. Instead of visiting a store to discuss the merchandise with salespeople face-to-face, for instance, many choose to peruse products online. Worldwide retail e-commerce sales grew from approximately $4.25 trillion in 2020 to $4.94 trillion in 2021 and are expected to balloon to $7.39 trillion by 2025, according to Statista.

Subsequently, companies seeking to stand out from the competition by delivering a great customer experience (CX) must focus on providing a consistent and memorable digital customer experience across all channels.

What is digital customer experience?

While a digital experience involves just one interaction, the digital customer experience refers to every DX a client has with an organization across all channels and platforms (e.g., websites, apps and social media), SMACK explains. Internet of Things (IoT) devices can also contribute to the digital customer experience, according to Qualtrics.

Overall, your goal should be to achieve a personalized, unified CX across all touchpoints and digital channels. Succeeding in this area can significantly impact your overall success: Qualtrics’ research has found that more than 65 percent of consumers consider app or website experience a “very important factor” influencing whether they would recommend a company to others.

Improving digital customer experience: How to unify and enhance DX across channels

You know that you must deliver a consistent and memorable experience across the digital universe. However, that task can seem daunting if you’re not sure how to get started. Here are some steps you can take to enhance your digital customer experience, according to Qualtrics and Bynder.

    • Get to know your clients. The best way to figure out your customers’ digital preferences is to survey them. Which technologies and platforms do they prefer to use, and what level of support do they expect?
    • Personalize it. Consumers today expect brands to adapt to their individual wants and needs. An example of this is how Amazon recommends other products based on your personal purchase history.
    • Ask for feedback. Make it easy for end users to send feedback from within your app or website and be sure to respond to complaints about negative experiences.
    • Prioritize consistency across platforms. Your app, website and other touchpoints should have the same look and feel to create a single digital customer experience.
    • Leverage technology to track and improve your performance. CRM and CX software can help you deliver high-quality personalized service by tracking interactions across channels.

If you’d like to learn more about improving DX and CX, our trusted advisors can help you identify advanced software and solutions that support better customer service. Based on an assessment of your requirements and objectives, we’ll leverage cutting-edge tools and our extensive IT solution experience to pinpoint products and services that make sense for your business.

To learn more about our advisory services, please call 877-599-3999 or email

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