What is digital customer experience?

Just as customer experience (or CX) is the sum of all interactions between a customer and an organization, digital customer experience (also known as DCX) is focused on the interactions a customer experiences through digital technologies. And whether “old school” or cutting edge, each interaction a customer has with a company shapes their impression of the brand. 

Customer experience encompasses all interactions, from non-digital -- like an in-store display, mailed postcard, or printed coupon -- to modern-day digital interactions. But digital customer experience is exclusively focused on touchpoints driven by digital technologies. Examples include visiting the company’s website, placing an order through an online app, and chatting with a customer service agent.

When focusing on digital customer experience, companies need to consider everything that makes up the interaction. For example, focusing only on your website’s design and content may result in overlooking your site speed or the results delivered by your site’s search engine which also shape a customer’s digital experience with your firm.

Why is digital customer experience important?

Ensuring an outstanding digital customer experience is important for the growth and success of your business. By offering online customer support, like email and chat, companies can help customers get answers and resolve their issues more quickly. And when your company delivers a better digital customer experience than its competitors, customer loyalty soars.

Therefore, some of the most important ways to deliver a positive customer experience through your digital channels include:

  • A fast-loading, well-designed website
  • Easy and intuitive navigation
  • A quality site search engine
  • Clearly written content 
Ways to win at digital customer experience.

In order to ensure your digital customer experience is best-in-class, follow these steps:

1. Implement consistent touchpoints

When a customer moves between your online shopping experience, your self-service support, and live chat with an agent it should all seamlessly connect with consistent, on-brand touchpoints.

2. Allow customers to provide feedback

Whether it’s a single question asking, “Did this resolve your question” at the end of a self-help document with a chance to provide additional feedback or a survey at the end of a customer support chat session, give your customers an opportunity to provide feedback.

3. Identify and resolve issues impacting the customer journey

When you uncover a touchpoint that is difficult for customers to move past, understand and resolve their issues to improve your digital customer experience.

How to improve your digital customer experience.

Although your agents’ number one goal is helping customers, their biggest challenge is struggling with hard-to-use tools. So, if you want to improve your digital customer experience, give your agents better tools. In this webinar, we’ll show you how agents can improve the support they give customers when they have better tools, customer data, and analytics.

Any digital channel

Your customers are trying to reach you for service on digital channels – even if you’re not there yet. How many SMS text messages go to your call center phone number with no response? Who’s trying to find you on Facebook, Twitter, or WhatsApp and not finding you? Now with CXone it is easy to provide digital-first omnichannel service in all the channels your customers expect.

  • Personalized digital interactions: deliver native experiences in each of 30+ messaging channels, such as rich media, emojis, and other collaboration tools.
  • Simple to Activate: pre-integrated channels make it easy to offer to customers and agents.
  • Easy to Say “Yes”: simple packaging removes barriers to offering all channels to customers and agents.
CXone digital channel
Empowered agents

CXone empowers all your agents to deliver a true digital-first omnichannel customer experience by simultaneously combining all customer interactions in one intelligent inbox across multiple digital channels and voice for agents to select ("pull"), while dynamically prioritizing the most time-sensitive or real-time interactions according to service levels ("push"). All delivered in a single application – complete with full customer context, journey history, and sentiment.

  • Single Interface: one inbox for all digital messaging and real-time (voice/chat) channels – retaining native experience of each messaging platform.
  • Agents in Control: ‘pulling’ work in natural flow, while dynamic prioritization maintains SLAs – and prevents ‘cherry picking’.
  • Customer Card: full customer context, journey and conversation history, plus sentiment.
Holistic management

With CXone, omnichannel interactions are managed holistically, from agents to supervisors and beyond. Integrated workforce optimization, analytics, automation and artificial intelligence across digital and voice interactions ensure complete management across contact center operations.

Related resources
Customer Stories

Advanced Chat and Cobrowse for ESCI (PDF) | Call Center Software

Students love chat. Agents love chat. Abandon rates and stress levels dropped. Productivity soared, and satisfaction rose on all fronts. That’s what ECSI, the nation’s largest student loan servicer, found when it moved to NICE CXone’s CX cloud CX platform and implemented its Advanced Chat for CXone, among other products.  


The Cost-Benefit of a Digital-First Contact Center

Customers and agents are clamoring for digital channels! With a digital-first strategy, contact centers can overhaul the customer experience and create a more intelligent and frictionless customer journey. Digital-first will also help right-size costs and positively impact the bottom line.  

Customer Stories

Best Practice: The Power of a Digital First Contact Center

Your customers have different preferences in how they want to contact your business. Hear from NICE customer, ESCI on how opening digital channels transformed their contact center, improved agent productivity and drive down costs for their contact center.