Digital challenges for the customer experience

Today, digital technology is a powerful growth lever for companies in all sectors, playing a central role in the consumer buying experience. But what are the real challenges and benefits of digitalisation for the customer experience?  

The place of digital in the customer experience

The health crisis saw French consumption habits evolve significantly. According to FEVAD (Federation of e-commerce and distance selling) figures, the e-commerce sector generated 112 billion euros in 2020, an increase of 8.5% in one year, and online product sales grew by 32%. While e-commerce accounted for 9.8% of retail in 2019, it now represents 13.4%. For consumers, digital is a way to save time and enjoy ease of purchase, without the time or travel constraints associated with in-store shopping. Digital access is also essential for comparing offers and checking reviews. For example, a survey conducted by IFOP for Semji estimates that 88% of individuals consult online consumer reviews before making an online purchase. Faced with these new behaviours, companies must put new technologies at the forefront and offer an optimal digital customer experience. Indeed, a positive customer experience has a direct impact on a company’s sales and profitability. A satisfied customer will be more loyal, and more likely to recommend the product or service to others. Customer satisfaction is therefore a real performance driver for a company.  

How can digital technology improve the customer experience?

A variety of digital tools are available to companies today to improve the consumer experience. These include:

• Big data and CRM (Customer Relationship Management) tools that enable companies to gain a better insight into customers and to build adapted and personalised offers through the analysis of customer data.
• Forms, surveys and polls that help identify consumer expectations and needs.
• Communication tools such as chatbots and social networks that facilitate interaction and offer optimal customer service on different channels.
• The creation of an omnichannel purchase path, including a digitalisation of points of sale (click & collect system, interactive terminals, digitalised cash registers at the points of contact, etc).
• An ergonomic, fast, user-friendly and multi-media e-commerce site that simplifies the purchasing process, as well as the implementation of KPI (Key Performance Indicators) and statistical analysis tools (bounce rate, evolution of traffic, visits and sales, abandonment rate, etc.).
• Content marketing, emailing and marketing automation that inform, promote and propose personalised offers and promotions.

  As well as enabling companies to offer customers an experience adapted to their needs and consumption habits, digital transformation is indispensable for strengthening competitive advantage, boosting visibility, and attracting and retaining customers.