DIGITAL MARKETING ASSIGNMENT

“HOW TO ENHANCE CUSTOMER DIGITAL EXPERIENCE MARKETING

STRATEGY?”

By: OLIVIA SANDY 3303018011

INTERNATIONAL BUSINESS MANAGEMENT

FACULTY OF BUSINESS
WIDYA MANDALA CATHOLIC UNIVERSITY SURABAYA
YEAR 2020
 CHAPTER 1
INTRODUCTION
1.1 Background
Customer experience is how customers perceive their interactions with your company. A successful
strategy should be useful, usable, and enjoyable from the customer’s point of view. In today’s uncertain
climate, customer experience and customer service are becoming two very hot topics. As countries start
going into lockdown, closing all shops and businesses, people are forced to stay at home and are doing
all of their shopping online. As much as consumers understand that times of crisis mean it’s not
business as usual, communities coming together and word of mouth travelling much faster are likely to
keep consumers’ expectations at a high level. In 2020, purchasers are empowered like never before,
and delivering great customer experiences now can help businesses drive loyalty and revenue in the
long run. Downplaying the importance of customer experience and customer service in difficult times
is no longer an option for businesses out there, as the voice of the customer continues to get louder
every day. Investing time and effort into customer experience is usually the main focus of 68% of
marketers. As much as we understand it might not feel like the biggest priority right now, it is - here are
five reasons why looking after your customers’ happiness is still essential right now.
Customer experience generally defines how a customer perceives interaction with your company or
brand. Each and every single interaction contributes to the customer experience whether a customer
coming in contact with your brand via in-store or online. In today’s world customer is highly educated
and empowered. They have multiple options to switch to other brands if your brand or company
doesn’t fulfill the needs which they are seeking. Products and services alone are not sufficient to create
brand recognition or to gain competitive advantage. Competitors can deliver product parity in terms of
quality and prices. The thing that makes you stand out of the crowd is the customer experience which
you provide to your customers.
1.2 Formulation
- Why customers experience is important in today business?
- How to enhance customer digital experience marketing strategy?

1.3 Objectives
- To know why customers experience is important in today business?
- To know how to enhance customer digital experience marketing strategy?
 CHAPTER 2
CONTENT
2.1 Why Customers Experience is Important in Today Business?
1. Customer satisfaction is more important now than ever before
Companies across the world have an average customer satisfaction rate of 86%.Customer experience is
key to exceeding your customers’ expectations. Brands have to be accurate, dependable, and provide
the service they guaranteed. The opportunity lies in the ability to deliver what you promised and
surprise your customer with extra care and support. A totally satisfied customer contributes 2.6 times as
much revenue as a somewhat satisfied customer, and 14 times as much revenue as a somewhat
dissatisfied customer. The main goal is to create a consistent customer experience across all
touchpoints to exceed your and your customers’ standards. By keeping an eye on the entire customer
journey, you’re making sure that the promise of a positive experience is kept and that you’re offering a
superior service.
2. New shoppers are more likely to turn into loyal customers
Creating an experience really impresses purchasers and ensures that they will keep doing business with
you in the future. A superior experience becomes a valued and unique asset for any type of business.
Acquiring a new customer costs 7 times more than maintaining an existing one. Investing in your
existing customers will pay off and it’s only a matter of time until you see positive results.
What if your customer is unhappy?
There are a few things that impact a brand’s reputation more than the way it responds to complaints.
Customer service is an important part of developing brand loyalty, and the way you respond to
unhappy consumers will determine what they say about you afterwards. Ideally, every business would
rather have exclusively positive feedback, but unfortunately, that’s a pretty unrealistic goal. The key to
handling negative feedback is to respond politely and assure them that you’re trying your best to find a
solution to their issue. Make your customer feel heard and cared for and you’ll find it will pay off in the
long run. In fact, did you know that 95% of people who had a bad experience are willing to give the
brand another go if they know their issue has been dealt with correctly?
3. A community of customer advocates is such a powerful tool
Word of mouth is one of the most powerful tools a company can wish for today. The truth is, 84% of
consumers do not trust adverts anymore. People are now seeking third-party validation when making
an online purchase. And that’s why customer advocacy is so important. By focusing on creating
amazing customer experiences and embodying the desire for your business to go above and beyond,
you’re creating an advocate out of every consumer. For example Lululemon makes good with their
Instagram account by asking customers to share photos of themselves in their outfits. This campaign is
a huge success because it’s built from the active brand lifestyle, showing potential customers that the
sportswear brand is great for both exercise and casual use, and that existing customers support the
brand. Using advocates and user-generated content is an amazing way to engage customers, reinforce
brand loyalty and recommend the brand to other consumers. Here's how Trustpilot can help you out
with brand advocacy

4. Standing out is no longer an issue

It is getting harder and harder to differentiate yourself from other businesses when everyone is sharing
the same thing online: great content. But a competitive advantage is huge, and customer experience is
the perfect tool to help you stand out from your competitors. As Jerry Gregoire, CIO at Dell, says, “The
customer experience is the next competitive battleground.” This way, your consumer will no longer
compare only products and prices, but also service and user experience. Customer feedback has
become an invaluable tool. If customers couldn’t openly access other people’s experiences with a
brand, they would need to look elsewhere quickly to build confidence. 88% of consumers read reviews
to determine the quality of a business’s customer experience. Embrace a customer-centric strategy, and
stand out from your competitors by making sure today’s customers become tomorrow’s brand
advocates.
5. Trusted relationships are so important in uncertain times
In a world where we are being touched by hundreds of brands and adverts every day, how can you
build a strong relationship with your consumers? Personalized content and experiences are key. Making
each one of your customers feel special and unique will send a positive message: they are cared for and
important to your business. By doing so, you have a better chance at building trust with them, and
therefore at creating a strong, long-lasting relationship.
2.2 How To Enhance Customer Digital Experience Marketing Strategy?
1. Well-thought out and seamless web design across all devices
Your website should be accessible and highly adaptive to all devices, whether your customer is using
desktop or a laptop, a tablet or a smartphone. Your website should also be easy to navigate with the
fewest unnecessary mouse clicks and scrolling, or finger swiping. Amazon is best at this and here are
examples of its website using a desktop, smartphone, and their app:
2. Fast loading website
Remember that popular saying, “Time is gold”? Well, this is so true and relevant today. Try to keep
your website’s load time to a few seconds across all devices, and this will help keep your customers
tuned in and keep their attention. “Today’s online customers want the information they need when they
need it, at the click of a mouse or a swipe of a tablet or smartphone,” says Ari Weil, vice president of
Yottaa, a cloud-based automation platform. “And retailers have only milliseconds to grab their
attention and complete the transaction. Amazon, for example, has shown that every 100 milliseconds of
latency cost them 1 percent in sales, while Walmart reports conversion rates rise 2 percent for every
second of reduced load time.”
3. Great high quality photos
Customers love seeing high quality photos which gives them almost the virtual feel of seeing a product
in real life. The Four Seasons Hotels and Resorts provides a good example of high quality photos that
emphasize luxury and an unforgettable stay at one of their high-end hotels.
4. Add customer reviews
Customers love to hear from other customers and so let them! Encourage them to write comments
whether on your website or through one of your social media channels. “Customer reviews are trusted
12 times more than a marketing piece from an organization,” says Hunter Montgomery, CMO,
HigherLogic, which provides community management services. “So let them do the talking.” Adding
your social media feeds to your website is also a way to increase audience trust like what Encore! has.
5. Self service support
Another way to provide a great online experience for customers is to provide the means for them to
find the answers for themselves before actually contacting you. Thus, having a robust site search
engine is a must have and will enable them to quickly gather the information and make the decision to
purchase the product, initiate a return, or whatever it is that they’re trying to find an answer for. Also, if
possible, offer a live chat to your customers. This is another way to instantly interact with them and
answer any question or concern they may have.
6. Make it easy for customers to contact you
Nothing frustrates a customer more than to dig into your website to find your email address, phone
number, or any other way to contact your company quickly. Ensure that your contact information is
displayed in your web page, and as a link. Also, personalize your customer response, on email,
Facebook, or Twitter so as to cater to his/her individual needs.
7. Small gestures matter
Whether it’s thanking your customer for his/her glowing recommendation on Facebook or following up
with a customer’s email complaint, these things help exceed customer’s expectations. These things add
up and foster customer goodwill and loyalty in the long run.
As you can see, enhancing customer experience online is vital for any business in today’s digital world.
Follow these digital marketing strategies and you will succeed. Who knows, you might be the next big
thing!!
 CHAPTER 3
SUMMARY AND CONCLUSION
3.1 Summary
Customer experience is defined by interactions between a customer and an organization throughout
their business relationship. An interaction can include awareness, discovery, cultivation, advocacy,
purchases and service. Customer experience is an integral part of Customer Relationship Management
and the reason why it’s important is because a customer who has a positive experience with a business
is more likely to become a repeat and loyal customer. A business cannot exist without its customers,
and this is why companies are focusing on how to win new customers and perhaps more importantly,
retain existing customers. At the top of every business’ goals list is to exceed its customers’
expectations in order to retain them as long-term loyalists. That is the surest way of increasing your
business revenue. As you would already know, a satisfied customer is actually in the front line when it
comes to advertising your business through both the word of mouth and online reviews. That is why
you must invest heavily in improving your customer experience, particularly with the modern customer
who is very informed and who wants nothing short of a speedy, convenient, and “cool” shopping
experience. In order to gain customers experience in this era, company should try to go to digital
marketing that will help them to gain their customers experience that can lead to customers satisfaction
and customers loyalty. The homework for the company is how to enhances their customer loyalty using
this digital marketing.
3.2 Conclusion
There are many thing to enhanced customers loyalty and digital marketing is one of important factors.
It is getting harder and harder to differentiate yourself from other businesses when everyone is sharing
the same thing online: great content. But a competitive advantage is huge, and customer experience is
the perfect tool to help you stand out from your competitors. As Jerry Gregoire, CIO at Dell, says, “The
customer experience is the next competitive battleground.” This way, your consumer will no longer
compare only products and prices, but also service and user experience. Customer feedback has
become an invaluable tool. If customers couldn’t openly access other people’s experiences with a
brand, they would need to look elsewhere quickly to build confidence. 88% of consumers read reviews
to determine the quality of a business’s customer experience. Embrace a customer-centric strategy, and
stand out from your competitors by making sure today’s customers become tomorrow’s brand
advocates.
References:
Klaus, Phil & Maklan, Stan. (2013). Towards a Better Measure of Customer Experience. International
Journal of Market Research. 55. 227-246. 10.2501/IJMR-2013-021.
Yogesh K. Dwivedi ,International Journal of Information Management,
https://doi.org/10.1016/j.ijinfomgt.2020.
https://xtendly.com/7-digital-marketing-strategies-to-enhance-customer-experience/
https://business.trustpilot.com/reviews/learn-from-customers/5-reasons-why-customer-experience-is-
the-pulse-of-every-business