The Importance of Digital Customer Experience in Modern Marketing

Digital customer experience is important in every business. No brand can exist without customers, and those customers won’t patronize you if you don’t give them a good online experience.

In this post, we will explore the significance of the customer experience and how it influences marketing strategies. We’ll also delve into various aspects of digital customer experience and highlight effective strategies to level up your marketing game.

Yaniv Masjedi
CMO, Nextiva

Their expertise has helped Nextiva grow its brand and overall business

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Defining Customer Experience

Customer experience entails more than just the aesthetics or design of a website or product design. It encapsulates the entire journey and interaction a customer has with a company.

It involves how customers discover a brand, find what they are looking for, make purchases, and whether they feel satisfied and valued throughout the process.

graphic showing all the different ways customers can find a brand online (paid media, seo, social media, etc.)

This will look different for every brand, as every company’s audience is going to have different standards of quality. Customer experience happens throughout every step of the way in your funnel, from first contact with your brand to post-purchase support.

From Acquisition to Retention: Building a Trusting Audience

While customer acquisition is vital, retention marketing is equally crucial.

The acquisition-focused mindset of the past has evolved to emphasize the significance of retaining customers and reducing churn. Without a solid retention strategy, all marketing efforts can be rendered futile. A holistic marketer understands the importance of both acquisition and retention, paving the way for long-term business success.

A holistic marketer understands the symbiotic relationship between customer acquisition and retention. While acquisition brings in new customers, retention ensures their continued engagement, repeat purchases, and advocacy for the brand.

It is a strategic approach that recognizes the lifetime value of customers and the impact they can have on the overall success of the business:

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Building a trusting audience starts with delivering exceptional customer experiences. From the moment customers interact with the brand, it is crucial to exceed their expectations and provide consistent value. By delivering on promises, addressing their needs, and actively listening to their feedback, businesses can foster trust and loyalty.

Adapting Your Offer and Presentation to the Customer’s Needs and Wants

Customer experience is no longer confined to traditional channels. In the digital realm, platforms like SEO demand adaptability to user preferences. High rankings, numerous backlinks or social metrics alone do not guarantee a positive customer experience.

Platforms like Google prioritize providing relevant results that fulfill user intent. To excel in the digital landscape, businesses must optimize their channels and content to deliver what customers truly want. For instance:

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Dive Deeper: 9 Ways to Deliver the Best Digital Experience to Your Customers

Experimentation and Continuous Improvement

To truly enhance the digital customer experience, businesses must embrace a mindset of constant experimentation and continuous improvement. The dynamic nature of the digital landscape demands agility and adaptability.

It is no longer sufficient to rely on static strategies or assume that what worked in the past will continue to yield success. Instead, businesses must actively seek opportunities to delight and attract their potential customers:

buyer interaction with a brand

Experimentation serves as a powerful tool in this pursuit. However, it is crucial to approach experiments with a customer-centric perspective. The primary goal should not be limited to gaining more traffic or boosting engagement metrics, but rather to genuinely delight users.

Ask yourself the following questions when introducing customer-centric improvements:

  • Will this change make the quality of life easier for my customers?
  • Will this change show them the value of my offer better?
  • Will this change make their presence on my site more impactful or meaningful?
  • What kind of impression am I trying to leave them with?
  • How is my brand’s site greeting visitors when they first land on the home page?
  • How is the checkout process?
  • How are we staying in contact post-purchase?

By putting the customer at the center of every experiment, businesses can uncover valuable insights and make informed decisions to enhance the digital customer experience.

Analyzing and Enhancing Customer Experience

An effective approach to improving digital customer experience involves a blend of qualitative and quantitative analysis. Qualitative feedback, such as customer surveys, provides valuable insights into how customers perceive the experience:


By paying attention to both positive and negative feedback, businesses can make informed improvements across various touch points, including websites, podcasts, videos, social media platforms, and more.

Quantitative Data

Quantitative data gathered from analytics platforms provide a solid foundation for experimentation. Analyzing metrics such as website traffic, conversion rates, click-through rates and user engagement can offer valuable insights into the performance and effectiveness of various digital touch points.

These quantitative measures serve as objective indicators, helping businesses identify areas that require improvement or optimization:

circular graph showing the digital customer experience, with both qualitative and quantitative data

Qualitative Data

However, to truly understand the customer experience and uncover actionable insights, businesses must also complement quantitative data with qualitative feedback. Qualitative feedback can be collected through surveys, user interviews, focus groups, or social media listening.

These sources of feedback provide rich, contextual information that goes beyond the numbers, shedding light on customers’ preferences and pain points.

Dive Deeper: Top 8 Tools to Improve Customer Experience Using Heat Maps, Feedback and Links

The Role of Core Values in Delighting Customers

Core values play a pivotal role in shaping the culture and operations of a company. They serve as guiding principles that define the organization’s identity and mission.

When core values are centered around customer satisfaction and a commitment to improvement, businesses are primed to excel in every aspect.

One of the key drivers of customer delight is an unwavering focus on improvement. By continuously seeking ways to enhance products, services and the overall customer journey, businesses can stay ahead of evolving expectations and deliver experiences that exceed customer desires. This commitment to improvement reflects a culture of continuous learning and adaptability, ensuring that customers receive the best possible experience at every touch point.

Feedback, whether positive or negative, plays a crucial role in this process. It serves as a valuable source of insight into the customer’s perspective, highlighting areas of strength and areas that require attention. When a company’s core values prioritize customer satisfaction, feedback is seen as an opportunity for growth and improvement rather than a mere evaluation.

Last Word on Digital Customer Experience in Marketing

If you prioritize the digital customer experience of the entry and exit points of your marketing funnel, you’ll be able to build long-lasting relationships with your audience members. Leveraging analytics, qualitative feedback, and UI/UX experimentation will allow you to continuously refine your strategies and deliver exceptional digital customer experiences.

Remember, customer satisfaction is the driving force behind successful marketing campaigns, and investing in digital customer experience is the key to achieving marketing excellence in the ever-changing digital landscape.

Your aim should be to constantly strive toward making things easier and more enjoyable for your target audience through every step of the buyer’s journey. When you marry those two things together, you’ll be set up for a powerful sales funnel that will attract more people to your brand and keep them coming back for more.

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Repurposed from our Marketing School podcast.

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