Customer Experience (CX) expectations have shifted over the years as digital marketing has grown in popularity. With improved communication tools, customers have come to expect multi-channel engagement from brands across industries. Brands are expected to communicate simply and plainly across a variety of media channels, utilizing a variety of digital marketing technologies and strategies. Customer experience excellence enables brands to acquire new customers and retain existing ones. Customer data is critical to the success of this marketing strategy.
According to PWC, 63% of customers are more willing to share personal information with brands that provide a superior customer experience. Customer data enables you to personalize products and services to increase customer loyalty. Personalization, curated content, and enhanced customer service all contribute to a successful and engaging CX.
Businesses can use smartphone and IoT data to better understand customer behavior and purchase intent. These analytics help brands anticipate customer behavior shifts and plan their acquisition, development, and retention strategies.
However, when planning for improved customer experience, you must consider factors such as demographics, customer needs, and support level. This article will discuss how CX is changing the future of digital marketing.
1. Product Suggestions
If you’ve ever used Amazon to buy something, you’ve probably seen the product suggested by its recommendation engine. It is one of the best examples of an eCommerce giant using AI to improve customer experience. Similar strategies can be used for digital marketing campaigns to improve CX.
Consider a kid’s clothing company that wants to improve CX. It’s hard to get feedback from kids, who are the target market. However, you can use AI-based algorithms to create a gamified digital feedback system.
A small game that showcases your products and asks for feedback through gaming is now available to every child. This method can provide granular insights and help you improve your clothing’s comfort.
Empathy and compassion for your customers will help them understand your brand’s vision. At the same time, you must ensure that their data is secure and private.
2. NLP-based CX
NLP helps interpret human language and provides specific terms to improve customer experience. Every organization strives to better understand user intent and develop strategies to meet it. NLP aids these organizations in understanding user search intent.
Engaging content is another way to use NLLP to improve CX. Several NLP-based tools can help you write engaging copy for your customers.
A chatbot powered by NLP can provide powerful resolutions, answers to customer queries, and personalized recommendations. Digital marketing is also being driven by a new paradigm of recommended suggestions.
3. Non-Traditional Engagement
Digital marketing is constantly challenging traditional engagement channels. For example, McKinsey found that CX leaders believe survey-based measurement systems provide only 16% of granular insights into current strategy performance.
Many organizations still use online surveys to collect user data, but they should invest in advanced technologies and analytics. Consider voice commerce, where an intelligent assistant powers the entire eCommerce customer experience.
This has created a massive market that is rapidly growing and improving CX for many businesses. According to Marketwatch, the voice commerce market will reach $30.4 billion in 2020 and $1.377.0 billion in 2027.
But voice assistants aren’t the only new technology driving improved CX. Voice assistants use Natural Language Processing (NLP) and you can use it for marketing purposes.
4. Secure Experiences
Security is an important aspect of CX. Even the best digital marketing strategy is useless without secure platforms. The modern era of multi-channel interactions and the surge in social media integration for digital marketing campaigns has increased cyber threats. You can secure user data by enabling HTTPS protocols, integrating user authentication technologies, defining robust security policies, and more.
In addition to securing data, these measures enable compliance with major data regulations like GDPR For example; HTTPS protocol implements HTTP logic and secures data exchange. You can also buy SSL certificates from vendors who provide HTTPS-based security services and encrypt data.
By using SSL, you can ensure that all data sent between your device and the browser is encrypted and secure. That way, no MITM or man-in-the-middle attacks can reveal the data.
You can also use one-time passwords or an authenticator app for two-factor authentication. It protects your platforms by verifying the user’s identity. The bad CX cannot be caused by phishing attacks or malicious injections. Enhanced security will improve customer experience because users will trust brands more.