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5 Reasons Why Your Digital CX Strategy Isn’t Working

Today’s customers are navigating an increasingly digital landscape, where seamless experiences and personalized interactions are the benchmarks of exceptional service. As businesses strive to meet these evolving expectations, a well-crafted digital customer experience (CX) strategy becomes paramount.

While many brands recognize the importance of engaging with their customers digitally, they often struggle to adapt their strategies effectively to meet evolving consumer preferences and technological advancements. Let’s explore five key reasons why your digital CX strategy may not be delivering the desired results, and what you can do to improve it.

1.  The Over-Reliance on AI 

It’s no secret that artificial intelligence (AI) plays a pivotal role in streamlining processes and improving efficiency. In fact, 63% of retail organizations use AI to improve customer service. However, an over-reliance can diminish the human element that many customers depend on. Striking the right balance between AI and human interaction is crucial for a successful digital CX strategy.

AI excels at managing routine inquiries, such as: 

  • Checking order status
  • Tracking shipments
  • Confirming product availability

However, there are instances where human intervention is pivotal in ensuring a nuanced and personalized experience to instill confidence in a customer’s purchase decision.

For example, consider a customer who’s looking for expert advice when purchasing a high-end handbag for their spouse. While automated systems may showcase product features and availability, a human specialist can offer personalized assistance with recommendations tailored to the spouse’s aesthetic, preferences, and lifestyle. 

While AI has its place, it should not overshadow the human touch of empathy, understanding, and personalized assistance, especially when considering nuanced situations. Integrating automation alongside human interaction in your digital CX strategy creates more meaningful experiences for customers, fostering stronger relationships and increasing brand loyalty.

2. Failing to Understand Customer Needs

When a business neglects the needs and expectations of its customers, it may struggle to meet customer expectations, resulting in decreased satisfaction, retention, and overall business success.

Understanding your customers’ needs, preferences, and pain points forms the foundation of a successful digital CX strategy. Here are a few methods: 

  • Satisfaction surveys: To further enhance your understanding of customer satisfaction and engagement, consider incorporating satisfaction surveys at the end of every customer interaction. These surveys offer a valuable opportunity to gauge both the probability of customers recommending your brand to others and their satisfaction with specific interactions or experiences.
  • Data and analytic tools: Utilize analytics tools to gain insights into customer behavior, preferences, and purchasing patterns. Look for features that analyze sales and marketing metrics, agent productivity, product insights, conversion rates, average order value by channel, and more.
  • Put a human in the loop: Integrating human agents in the feedback loop helps capture customer commentary, allowing your brand to gain a better understanding of customer needs and expectations.

The best digital CX strategy is iterative, continuously monitoring satisfaction to refine and adapt based on customer insights and expectations. 

3. Customers Trapped In A Perpetual Chatbot Loops

When chatbots in a customer service system are not equipped to handle diverse queries or provide the relevant information that the customer is seeking, customers may find themselves stuck in a loop of unhelpful responses. 

To combat this, it’s essential that brands implement a system that seamlessly routes customers to human support when the answers required go beyond the capabilities of the chatbot. This approach ensures a comprehensive and effective resolution to customer queries, breaking the loop of dissatisfaction.

Take Eastern Bank’s approach as an example. Heather Allen, Director of Customer Service Center, SVP, stated, “People are thinking about bots being all-encompassing, life-changing, corporate changing, ‘this is going to change the face of everything’. But, if you think about what’s really taking up time, creating friction for employees, creating friction for the customer, those customer journeys are what you go after.”

In deploying their chatbot, Eastern Bank struck a harmonious balance by integrating the bot to efficiently manage routine inquiries (and saw a 33% reduction in the time to resolution!). Meanwhile, they retained human support channels for addressing more complex queries or situations that demand empathy and nuanced understanding.

4. Limited Support for Complex Digital Processes  

Limited customer support during complex digital processes can significantly impact the customer experience by causing frustration, confusion, and ultimately, dissatisfaction. 

When customers encounter difficulties while navigating through intricate online tasks, such as completing forms, making purchases, or troubleshooting technical issues, they often seek immediate assistance. Unresolved issues can result in abandoned transactions, lost sales opportunities, and ultimately, customer churn.

In response to these challenges, businesses are integrating innovative solutions like co-browsing into their digital CX strategy. By enabling customer service representatives to visually guide users through the online interface in real-time, cobrowsing empowers agents to provide personalized assistance and resolve issues more efficiently.

With cobrowsing, agents can see exactly what the customer sees on their screen and interact with the interface directly, offering step-by-step guidance, clarifying instructions, and assisting with complex tasks. This hands-on approach not only enhances the customer experience by reducing friction and confusion, but also builds trust and loyalty by demonstrating the brand’s commitment to customer satisfaction.

5. Disconnected Digital and In-Store Shopping Experiences

A disjointed customer journey, where the online and in-store experiences feel disconnected, can lead to frustration and abandonment. Customers expect a seamless transition between channels, with their preferences and interactions seamlessly integrated across touchpoints.

To address this challenge, forward-thinking businesses are embracing innovative solutions that bridge the gap between digital browsing and in-store shopping. One approach involves empowering customers to discover products online and seamlessly connect with a sales agent in the store via video chat for a deeper, more personalized consultation. 

Consider the example of DFS, a leading UK furniture retailer. When faced with the disruptions caused by the global pandemic in 2020 and considering the surge in online buying, DFS recognized the need to offer a person-to-person, visual shopping experience virtually. Enter “virtual viewing” – an innovative service that enables customers to explore products online and then seamlessly transition to a video call with a sales agent in the store. 

During the video call, the agent can showcase products up close, present complementary items on the showroom floor, and even co-browse detailed product specifications on the website. As a result, DFS has seen a significant increase in average order value (AOV) following the implementation of video support, with a notable 15% rise.

Future-Proof Your Digital CX Strategy With Vee24

It’s clear that the path to your digital CX strategy success lies in the fusion of innovation and human connection. 

At Vee24, we understand the importance of providing engaging experiences that cater to customers’ preferences, regardless of how they choose to engage. Our suite of tools, including Video Chat, Co-browsing, Chatbots, Text Chat, Online Appointment Scheduling, and more, empower brands to connect with customers on a deeper level while delivering personalized support and guidance throughout their journey.

From higher conversion rates to increased order values and enhanced customer loyalty, leading e-commerce and B2B brands are harnessing Vee24 to redefine the digital landscape.

Contact us to discover how Vee24 can help you unlock the full potential of your digital CX strategy.