Types of digital experience

What types of digital experiences can organizations deliver — and how do transactional self-service, conversational AI, proactive engagement, and immersive digital journeys each require different capabilities, design approaches, and measurement frameworks to execute effectively?

Types of digital experience in customer service

Digital technology is creating new opportunities for businesses to delight their customers with unique customer service experiences. Often associated with convenience, speed, and ease of use, digital channels like chat and private social messaging offer consumers interaction options that fit with their lifestyles. Businesses have been leveraging this newer technology to create exceptional, satisfying types of digital experiences - ones that customers value and increasingly expect.

Competing on customer experience is the new battleground. No longer satisfied solely by low prices and great products, consumers now factor in "experience" when making purchase decisions. In fact, our benchmark research shows that 87% of consumers are more willing to buy products from a business that has provided them with an exceptional experience. Additionally, 55% of survey respondents were willing to pay more for great experiences.

This is no surprise to businesses, many of whom are prioritizing customer experience as a key focus area.

Here some examples of the types of digital experiences these organizations could create for customers seeking support:

Timely support

John is completing a very long mortgage application online. When he tries to submit it, he gets an error message. He searches the website's FAQs to try to solve his problem, to no avail. Next, he starts a chat session with a live agent, who asks for John's permission to co-browse so that he can see John's application. The helpful agent scrolls through what John has entered, quickly identifies the issue, and advises John about how to fix it. He stays on the chat session until he's sure John is taken care of. Problem solved! And unknown to John, his SSN that he entered into the application was masked so the agent couldn't see it, thus securing his personal data.

Improved outcomes with AI

Benny the Bot broadcasts a Facebook Messenger message to customers of Benny's Pizzeria to let them know about a fabulous new promotion. Mary opens the message and asks Benny the Bot if the promotion includes specialty pizzas. When she finds out it does, she places her order with the bot, which also cross-sells her some bread sticks and soda. Later, Benny the Bot messages Mary that the delivery driver is on his way. Chatbots like Benny can create many different types of digital experiences.

The best channel for the solution

Michael purchases a new garden shed that he has to assemble himself. Four hours after he starts, he has completed all the instructions but there are several unused parts. And the shed sure is wobbly! Michael uses his smartphone to access the manufacturer's website and sees there is an option to video chat with an agent. During the session, Michael shows the agent the leftover parts and the incorrectly assembled shed, and discusses his assembly process. The combination of discussion and visual evidence allows the agent to identify the issue and explain it to Michael. An hour later, the agent texts Michael to see how he's doing and Michael responds back with a photo of a successfully completed shed. Another satisfied customer!