As more customers favor websites and apps, improving the digital experience has become business critical. With digital feedback and digital experience analytics, brands can increase customer loyalty, engagement, and satisfaction by capturing online signals and behavioral data.
With a digital-first mentality among shoppers that’s here to stay, websites and apps are quickly taking over as the face of nearly every brand. With customer expectations seemingly rising with every visit, improving the digital experience is becoming business critical. And if brands don’t make it a priority, customers will notice:
Now, brands can’t afford to ignore, miss, or mistake customer signals on websites and apps –– or your first impression could be your last. To truly get into the minds of every customer and prioritize improving digital experience, brands must utilize digital feedback and digital experience analytics. Whether on-site or in-app, digital feedback and digital experience analytics help make sense of every customer engagement and behavior. They can provide insights into every customer, whether they’re vocal or not. But to maximize insights from both together, it takes a thorough understanding of the use cases for each and how they complement each other.
With customers gravitating toward websites and apps, the personal touch of in-person retail environments is getting lost in many cases. In-store staff can’t check in with customers to monitor experiences and ensure those journeys unfold without a problem. While that human-to-human engagement is lost online, digital feedback offers a way to replicate it.
Digital feedback refers to the voice-of-customer data captured on websites and apps. While you have customers on site or in app, it’s just as crucial to engage them in the moment as a store manager or associate might in person. Digital feedback enables this via two primary ways:
As websites and apps welcome millions to billions of customers, it’s nearly impossible to capture digital feedback from every single session. Customers not sharing feedback doesn’t mean they aren’t telling you something about their experience. In fact, the digital body language of those customers can reveal just as much about their experience as direct feedback –– and digital experience analytics uncovers those insights.
Digital experience analytics refers to sophisticated technology that helps brands measure, quantify, and improve customer experiences on websites or apps. Automatically measuring every user behavior and interaction, digital experience analytics can expose exactly what’s happening throughout the online customer journey and help pinpoint experience issues. This happens through a few key functionalities:
On top of those core functionalities, digital experience analytics also offer capabilities like experience issue prioritization, journey analysis and visualizations, extensive segmentation, plus crucial integrations with other technology.
While both digital feedback and digital experience analytics work well on their own, they’re more powerful working together. By blending voice-of-customer data with behavioral data, you can gain a complete view of every digital experience. As a result, insights become much more actionable, helping uncover clear-cut opportunities to improve the digital experience.
The way you utilize these solutions in unison depends on the use case. Here are two primary ways to leverage them together in real-life examples:
Without one or the other, digital experience data can be hard to act on with any confidence. But by combining digital feedback and digital experience analytics, brands can see the full digital picture, making it easy to understand, react to, and improve the online customer experience.
Curious how your digital strategy compares to other businesses? Get your copy of The State of Digital Experience and Conversion in 2021 for a closer look at how your peers approach customer experience on websites and apps.