Tips to Align Physical Customer Experience (PEx) & Digital Customer Experience (DEx)


    The alignment of the physical customer experience and digital customer experience requires an amount of strategies integration with the employee feedback and customer database.

    The Covid outbreak has made customers shift every aspect of their lives to digital platforms. Customers have learned how to substitute online behaviors for a broad range of physical transactions and in-person experiences from work meetings to grocery shipping to alternative forms of physical activity, leisure, and entertainment. The pressure on marketing companies to meet such expectations and assist customers in bridging the physical and digital customer experience, increases as a result of a large number of customers returning to physical venues. At this point, marketers find it difficult to keep customers engaged.  Below are some tips to align physical customer experience and digital customer experience:

    Also Read: Tips to Enhance Human Customer Experience in Business

    Buyer Persona

    While building buyer personas, marketers are required to take account of the entire customer journey. Sometimes, the buyer persona is inclined heavily toward the digital only experience. If only this is applied, customers who lack access to technology, are uncomfortable operating everything online or via an app, or are being restrained because of language barriers, suffer and lose out. To create a balanced buyer persona, brands are required to make a buyer persona library, involving all of the needs of the buyer to bridge the gap between physical customer experience and digital customer experience. Companies can define intangible characteristics of customers since personas are the key to comprehending individual traits for the purpose of developing and measuring empathic end-to-end journeys. Customer satisfaction, net prompter score, customer lifetime value (CLV), and other metrics must finally be used to determine whether the strategy is being executed properly in comparison to the well-defined personas.

    CMOs should employ buyer persona as a lens to build customer personas, checking whether the new experience has reached its final destination and accounting for the diverse needs of the customers set.

    Buyer Journey

    Companies are required to be extra cautious to the handoffs from digital to physical and vice versa. Often, the digital buyer journey and physical buyer journey are designed separately. This designing process of the buyer journey includes post-purchasing feedback, service, and support customer experience. While it is quite obvious that a great customer experience also depends on constant support for any issues, and this will also ensure customer loyalty and retention.

    Also Read: Leveraging Customer Intelligence for Enhanced Customer Experience

    Forecasting & Optimization

    Companies usually plan their inventory and forecast the demand based on the previous purchasing and, often integrate external data sets. By integrating foot traffic data into the strategy, businesses can identify better, capitalize on, and predicts upcoming trends. This serves to improve  the physical as well as the digital customer experience. When companies are armed with real-time data, they can optimize their strategy with the right products that can locate customers. Businesses can offer location-based coupons via geotagging apps both in-store and by the online store. This process will align both physical and digital customer experience in improving the brand image. Businesses must work on strategies where digital experiences are reflecting the physical realities of the audience. The tech-savvy customers who use mobile devices, laptops, etc. will expect companies to avail web experiences accommodating customer needs with features, blogs, demo videos, interviews, FAQs, etc., to learn about businesses along with the features as per the devices like if the user is browsing via mobile, the text size should be larger, bigger buttons, higher contrast, and other ADA-compliant functionality. The companies understanding and alignment with the customer needs to retain more customer loyalty.

    Customers’ thought patterns are affected by the conditions’ rapid transition, so businesses should reinforce all of their resources and make a commitment to providing the right products and services for each customer.

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    Nisha Sharma
    Nisha Sharma Tech Journalist at TalkCMO Nisha Sharma, helps businesses with her content expertise in business marketing to enable their business with smarter marketing decisions to enhance brand awareness. With 3+ years of experience in content writing, content management, Q, Nisha has put her hands on content strategy and social media marketing and worked for the News industry. Nisha focuses on working with OnDot on its publication to bridge leadership, business process, and technology acquisition. She combines her in-depth industry expertise into every article she writes to give her readers the most insightful content possible.