Digital technology is now a powerful growth lever for companies in all sectors, and holds a central place in the consumer buying journey. But what are the real challenges and benefits of digitalization for the customer experience?
The place of digital in the customer experience
During the health crisis, the consumption habits of the French have been greatly disrupted.
According to figures from the FEVAD (Federation of E-commerce and Distance Selling), the e-commerce sector generated 112 billion euros in 2020, an increase of 8.5% in one year, and sales of products on the internet increased by +32%. While e-commerce accounted for 9.8% of retail in 2019, it now accounts for 13.4% of this industry.
For consumers, digital is a way to save time and benefit from ease of purchase, without the time constraints or travel constraints associated with in-store purchases. Access to digital is also essential for comparing offers and consulting reviews. For example, it is estimated that 88% of individuals consult online consumer reviews before making a purchase on the internet, according to a survey conducted by IFOP for Semji.
Faced with these new behaviors, 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 sales and on the profitability of the company. A satisfied customer will be more loyal, and they will also be more likely to recommend the product or service to those around them. Customer satisfaction is therefore a real catalyst for performance for the company.
How can digital improve the customer experience?
Many digital tools are now available to companies to improve the consumer experience, such as:
- Big data and CRM (customer relationship management) tools that allow you to develop a better customer knowledge, and to build adapted and personalized offers, through the analysis of customer data.
- Forms, surveys and polls to better identify consumer expectations and needs .
- Communication tools such as chatbots and social networks to facilitate interaction and offer optimal customer service on different channels.
- The creation of an omnichannel purchasing journey, including the digitisation of points of sale (click and collect system, interactive terminals, digitised checkouts at points of contact, etc.).
- An ergonomic, fast, user-friendly e-commerce site, and multi-media, to simplify the buying process. As well as the implementation of KPIs (performance indicators) and statistical analysis tools (bounce rate, evolution of visit and sales traffic, abandonment rate during the transaction, etc.).
- Content marketing, emailing and marketing automation to inform, promote and provide personalized offers and promotions.
For the company, digital transformation therefore makes it possible to offer customers an experience adapted to their needs and consumption habits. But it is also an essential step to strengthen your competitive advantage, boost your visibility, and attract and retain customers.
