Digital Experience is Key to Customer Loyalty, Research Suggests

June 4, 20193min

Nearly three quarters of marketers and CX professionals (74 percent) are investing in Digital Experience (DX) in an effort to foster long-term loyalty and build better relationships with their customers.

Research from experience analytics company Clicktale, which surveyed 200 marketing and CX professionals across the US and UK, found customer loyalty to be the number one priority for those building a DX strategy. This was followed by a need to understand customer behaviour (67 percent) and a desire to create a clearer Customer Experience vision (67 percent).

For those at a managerial level (CX and marketing managers) improving customer lifetime value was also identified as an important driver of DX strategy.

Speaking of the findings in Clicktale’s Defining Digital Experience report, the firm’s CEO, Sara Richter, said: “As ever more customer interactions are completed via digital channels, marketers find themselves faced with a ‘switching economy’ – in which consumers regularly flit between different brands when they’re dissatisfied with a particular experience. Given this fact, is it any wonder that so many marketers are looking to secure long-term customer loyalty through their Digital Experience approach?

“To achieve such loyalty, however, we as marketers need to think about what it is that our customers need, and to do that requires a strong understanding of customer behaviours. This is where the other key objectives come into play. In order to drive loyalty, marketers must improve their digital experiences. But to do that, they must have a clear vision and the behavioural data needed to back it up. None of these factors can exist in isolation – they must all form part of a single, unified DX strategy and be supported with the right behavioural technologies.”

The 2019 UK Digital Experience Awards will take place in London on July 12. Click here for booking details.

Paul Ainsworth

Paul Ainsworth

Experienced Irish journalist and former newspaper editor now helming executive editorial duties with Customer Experience Magazine, the UK's premier online source for Customer Experience news, features, and opinion, along with its sister site, CXM World.

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