3 Types of Digital Customer Experience

Brian Cooney Picture

by Brian Cooney | Last Updated: Jun 29, 2022

The digital customer experience (CX) is how a customer perceives their interactions with your brand through digital channels such as your website, social media, or mobile app. It's how you make them feel during and after those interactions. There are three main types of digital CX: functional, emotional, and social. Each type has its own unique set of benefits and challenges to making digital experiences. Functional CX ensures that your digital channels are easy to use and meet your customers’ needs. This type of CX is often measured by conversion rates, website uptime, and customer satisfaction scores. Emotional CX is about creating a positive emotional connection with your customers. This can be done by creating an engaging brand personality, delivering personalized experiences, or offering outstanding customer service. Social CX is about using digital channels to build relationships with your customers. This can be done by creating a community around your brand, interacting with customers on social media, or providing helpful content that solves their problems. No matter what type of digital CX you're looking to create, keeping your customers' needs and expectations in mind is essential. By understanding what they want and delivering it in a way that exceeds their expectations, you'll be on your way to creating a positive, lasting relationship with them.

Why is functional, emotional, and social digital customer experience needed?

The world is increasingly digital, and customers expect their experiences with businesses to reflect that. They want to be able to engage with brands on their terms — when and where it’s convenient for them. This means that businesses need to provide a digital experience that is functional, emotional, and social. Functional customer experience is all about ensuring the website or app is easy to use and provides the information or functionality that the customer is looking for. Emotional customer experience goes a step further by creating an engaging and positive experience that builds loyalty and brand affinity. Finally, social customer experience leverages social media and other online platforms to create two-way interactions between businesses and customers. Digital customer experience needs to be seamless across all touchpoints, from the initial interaction to post-purchase follow-up. By providing a consistent and positive digital customer experience, businesses can build trust, loyalty, and advocacy among their customer base.

What is functional customer experience and how do you create it?

The first step in creating a functional digital customer experience is understanding what customers want and need from your channels. This can be done through customer surveys, focus groups, interviews, and more. Once you understand customer needs, you can start creating an experience that meets those needs. Some ways to create a functional digital customer experience include: Creating a functional digital customer experience requires close attention to detail and a focus on the customer. By keeping the customer in mind at every step of the process, businesses can create a valuable and user-friendly experience.

What is emotional customer experience, and how do you create it?

Emotional customer experience goes further than functional customer experience by creating an engaging and positive experience that builds loyalty and brand affinity. The key to creating an emotional digital customer experience is understanding what emotions your customers are trying to evoke through their interactions with your brand. Once you understand the desired emotional state, you can create content and experiences that elicit those emotions. Some ways to create an emotional digital customer experience include: Creating an emotional digital customer experience requires a deep understanding of your customers and what they want to feel when interacting with your brand. By crafting experiences that evoke positive emotions, businesses can build loyalty and brand affinity among their customer base.

What is social customer experience, and how do you create it?

Social customer experience leverages social media and other online platforms to create two-way interactions between businesses and customers. Social customer experience aims to build relationships with customers and create a community around the brand. To create a social digital customer experience, companies need to be active on social media and other online platforms where their customers are spending time. Some ways to create a social digital customer experience include: Creating a social digital customer experience requires a commitment to interacting with customers regularly by engaging with customers on social media and other online platforms. Looking for more information about creating Digital Customer Experiences? Be sure to check out Lumavate’s Complete Guide to Digital Customer Experiences.
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