Digital Customer Experience
Term from the CRM Lexicon
Definition
The term digital customer experience (DCX) describes all experiences customers have when interacting with a company via digital channels such as websites, apps, social media, or self-service portals. The focus is on the customer journey – the path from initial contact to long-term loyalty – which is characterized by digital networking and information processing.
The goal is to create exceptional experiences throughout the entire customer lifecycle. Positive digital experiences promote satisfaction, loyalty, and recommendations, directly impacting revenue and growth. A negative experience, however, can lead to frustration and churn.
Features
- Quality of Service: The Digital Customer Experience prioritizes the service concept. Behind every product is a service that influences customer experiences and thus brand value.
- Omnichannel Customer Experience: Various dialogue channels are connected through a seamless customer journey. Customers thus benefit from a secure and convenient brand experience. Inconsistency, however, leads to frustrated users and decreasing loyalty, which in turn negatively impacts customer retention.
Aspects of the Digital Customer Experience
| Digital Touchpoints | All online contact points through which a customer interacts with the brand, such as the company website, a mobile app, or a social media profile. | |
| Digital Channels | The specific digital paths a customer uses, e.g., desktops, mobile devices, or social networks. | |
| Emotional Perception | The feeling the customer has during the interaction and how positively or negatively they perceive the company. | |
| Holistic View | It considers the entire digital customer journey, from initial contact to customer loyalty. |