Digital Engagement

Digital Experience is Customer Experience

Today, the digital experience a company creates often comprises their customers’ experience. Here’s why.

by Allison Williams

Tablets, smart phones, personal computers, laptops, television, ATMs – consumers are integrated everyday in every way with a digital world. Each interaction that a customer has with a screen defines their digital experience and, in turn, their customer experience. Today, the digital experience a company creates often comprises their customer experience, for a number of reasons.


The digital marketplace is the brick and mortar superstore of today. In the past, companies could focus on one product, one channel for distribution, a few options for marketing and do a decent job of guessing their competitors' next steps and strategy. Picture a dad going to buy a lawn mower at a hardware store using the sales assistant as his product guide. Today, that same dad would first research the product on the internet prior to making the purchase and in many instances would buy the product and ship it to his front door. Today’s consumer landscape has evolved as research within the digital arena has become prevalent, occurring in 80% of US transactions and often ending with a purchase or solution. For a majority of purchases, the digital channel involved in research and product or service acquisition makes the customer experience directly reliant on a customer’s digital experience. In the past, the customer experience would have relied directly on the interaction with a sales associate, but today, digital experience aligns directly with customer experience.

Digital Strategy

It’s the buzzword of today’s corporate culture. Banks, retailers, manufacturers are all diving into the digital world, using the boom in the digital marketplace as a way to grow business. As companies begin to focus on the vast opportunities within the digital arena, digital strategy has become a hot topic. In the past, customer experience was viewed as separate workstream when constructing a digital strategy. Today, digital customer experience is the key pillar on which to begin the construction of an agile and competitive digital strategy.  A customer’s digital experience will determine whether a digital strategy is successful.

Time to Market

With the introduction of the digital age, momentum has shifted and barriers to enter into markets have changed. Companies no longer need to set-up shop in traditional terms as the introduction of a website facilitates a company’s quick entrance into the competitive scene. The differentiation in a company’s service offering is advertised, promoted and realized in the digital market. No longer is a nice building or newspaper ad the first line of enticement; it is a website or web ad created based on direct customer feedback. Again, here, a previous customer’s experience and feedback becomes the foundation for a customer’s digital experience.

Speed of Product/Service Receipt

Adaptability of a company to their competitors has become more imperative in the digital age. Consumers want items/services, quicker, faster and cheaper than in the past. In order to achieve this, digital interaction is key to obtaining products quickly (think Amazon), information quickly (think WebMd) or services quickly (think Wells Fargo on-line banking). Here, all interactions are conducted with a screen, in turn creating a customer experience via a digital medium. When speed is a factor customer experience is digital experience.

In today’s market, almost all companies must have a digital presence to remain a key competitor in their industry. From credit card issuers to clothing designers, the digital market is the key to growth and success. Customer experience in the digital market (digital experience) is the key competitive edge in a consistently evolving and growing digital footprint.  

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Allison Williams
Allison Williams
Senior Consultant
Contact Allison

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