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Why digital communication is key to a good customer experience

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By Brent Haumann , Document Strategy, 19 Februuary 2019, photo credit: Indulge Express

Over the past few years, companies have started to pay an increasing amount of attention to their customer experience (CX) strategies. While the idea of businesses improving customer loyalty through a good customer experience is hardly new, it’s becoming more and more of a science. In fact, in-depth analysis has shown that digital communication is a core element of such a strategy. Done properly, it can foster long-lasting and profitable relationships. However, no organization can hit that sweet spot right away. It takes time, effort, and a commitment by the entire organization to embrace digital maturity.

When you think about it, the relationship between digital communication and customer experience is pretty obvious. Your customers want to be able to interact with your business on the device and channel of their choice. In the digital realm, you might think that means your website or your app, but do consumers really feel that you’re building a relationship with them by simply visiting your site or launching an app? Probably not. It’s important to remember you can’t build a relationship in silence.

The real relationship-building comes in the shape of the ongoing messages (promotional and transactional) that you get from the organization. The latter, in particular, are important for building trust between a business and their customers. Therefore, it should hardly be surprising that companies who embrace digital communication also see higher levels of engagement from their customers, according to Publicis Sapient’s customer engagement agency Rosetta Consulting.

These highly engaged consumers are six times more likely to try a new product or service from their preferred brand, four times more likely to refer a brand to their friends, family, and connections, and twice as likely to make a purchase with their preferred brand, even when a competitor has a better product or price.
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