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  • Writer's pictureZeynep Burcu Yenipınar

Sustainability in Digital Experience

In the digital era, customer interactions are all taking place online and as more customers turn to digital platforms for their needs, they expect the same behavior from brands to follow them across different platforms offering them a frictionless customer experience.

Digital experiences are considered a part of technology that let companies expand beyond digitizing paper processes and create services that can only be conducted via the internet or using today’s other technological advancements. Digital experiences have two key elements; 1. Using digital technologies 2. Providing interaction between a user and a company. The most used digital experience mediums include mobile apps, websites, and smart devices and they help customers, employees, and/or partners to interact with companies. Organizations can think of digital experiences as processes that can do what physical processes cannot achieve. A good example is that a scanned piece of a document can only show you written information, whereas a pdf document (digitally enhanced) can offer to cross-reference, right-click options, online simultaneous collabs, and digital signatures.

Digital experience vs. Digital Customer Experience

Digital experience is a pretty broad category that widely includes many digital channels that they businesses are managing in today’s business world, but we need to make sure to understand that digital experience is different than digital customer experience. Let’s explain the difference as such; Digital experiences are single interactions, on the other hand, digital customer experience is all digital interactions combined for a single user.

Digital Experience is Important…

Especially with all the digital advancements in today’s business world, a customer’s journey begins and ends digitally, so creating a contextual, frictionless, and all-inclusive customer experience that addresses a customer’s needs is extremely vital for businesses to succeed. As technology has evolved, the number of digital touchpoints has also increased and it’s been getting harder to manage digital experience these days. If your company found the right strategy regarding digital experience management though, you’re on the right track to differentiate your business, bring in new users that will turn into recurring customers, and boost customer loyalty. Understanding and interpreting the digital experience data allows your company to be more proactive and adaptable when it comes to creating the right personalized experience for the appropriate target audience to engage them better with your brand’s products and services.

All in all, as a business, if you want to be successful by differentiating yourself from the competition, you need to offer a frictionless digital experience for your customers, your employees and your potential targeted consumers all at the same time. A ‘perfect’ digital experience is not going to happen overnight and it’s a long-term haul with a lot of trial and error, but in the end, you will be able to find and apply the most appropriate digital experience according to the feedback you get, so pay attention to what your customers are saying at all times and try to keep them satisfied as much as possible :)


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