How to create a digital-first customer experience journey

Perhaps you’d like to try out that new on-trend restaurant in the city. Or maybe you’re interested in buying that jacket you saw in your favorite influencer’s social feed. It’s likely that first you’ll ask a friend or check online reviews before you commit. It’s also likely the review will influence your decision on whether or not to visit the restaurant or buy the jacket. A customer’s experience, and what they have to say about that experience, can have a huge impact on the success or failure of a brand. Let’s take a look at the importance of creating a positive customer experience online.

Customer experience journey

Why create a meaningful customer experience?

In today’s digital-first world, it is important to learn how to build and deliver a meaningful customer experience in order to create a deeper connection with your clients and foster a loyal and long standing relationship between your brand and your customers.

A successful digital customer experience interacts with users through digital media that reflects the brand values of the company. It's not just about creating content or platforms, but rather considering the user throughout the entire development process.

Creating a positive customer experience is vital: according to live chat software company Drift, almost 90% of consumers are willing to pay more for a good customer experience. It starts from the very first moment they learn about your company and continues through every interaction with your business—from marketing and product to sales and customer service. These interactions must be warm and cordial and as human as possible. Users don’t want to be treated as potential clients but as people.

How to create a successful digital-first customer experience journey mapping?

As the market continues growing, customer expectations are also getting higher. It's important to be present in every moment of the customer journey so the information and the brand message can be delivered successfully and create an impact. The best way to accomplish this is by understanding the individual user so you can predict their next move. As challenging as this may sound, users shouldn't even be aware that they are on a journey. Your customer experience should be personal and seamless; there should never be two exact customer journeys.

Choosing the right tools and the right technology to create and deliver the customer experience journey is almost as important as the experience or product itself. With that in mind, your customer approach should not be the same as it’s always been. To align with your customers’ actual needs, your digital CX strategy should focus on data, content, and architecture.

Expresia provides functionality, freedom, and agility for the customer journey while allowing customization and modular content to be reproduced on all kinds of platforms and their contexts.

Data-driven customer journey

What is a data-approach?

A data approach allows your brand to build an image of the customer so the customer journey model can predict the future interactions of the user based on previous customer decisions. With the user’s data, your brand will know exactly which content the user has engaged with the most, along with the social media metrics. The hardest part is getting the tools and learning how to execute this digital CX strategy the right way.

Expresia provides tools that ensure clients receive total visibility on every aspect of their digital strategies. Expresia’ Customer Data Portal (CDP) unleashes the power of data and analytics so your brand can use it to create relevant content for the right segments you want to engage. Tracking and understanding your customers' behavior while creating personalized experiences is the right approach to drawing a customer path.

Modular content

Why modular content?

Content modularization is the process of creating small blocks or modules of content that can be repurposed across channels and devices in different formats depending on the needs of the user.

Modular content is built around the user experience. It makes content optimization possible for social media and any other channel where the brand needs the information to be displayed.

By using this type of content, you’ll be able to deliver a message using different voices that align with the tone of a wide range of audiences—all without losing the main objective of the message when applying it to any media or format.

Brands interested in modular content should look for technology that can leverage it. With content playlists, Expresia brings together the developers and creators into an efficient workflow without interruptions. Expresia provides functionality, freedom, and agility for the customer journey while allowing customization and modular content to be reproduced on all kinds of platforms and their contexts.

Expresia’s content playlists allow brands to publish content once and then distribute that content to multiple places, such as different areas of a website, and customize it for each specific context.

How to stand out from the market?

As competition increases so do the number of digital customer experiences, making it more important than ever for brands to connect with customers in meaningful ways. In this increasingly saturated market, your most important competitive advantage will be speed. How fast you are able to launch a digital experience and reach your target market will determine your success. That's why Expresia will be your best ally. With Expresia, you’ll have the chance to work our CDP capabilities work right in your browser.