What are the best methods to evaluate the impact of digital strategy on customer experience?

1 Define your CX goals and metrics

Before you can evaluate the impact of your digital strategy on customer experience, you need to define what you want to achieve and how you will measure it. Your CX goals should align with your overall business objectives and reflect your customer needs and expectations. For example, you may want to improve customer satisfaction, retention, loyalty, advocacy, or lifetime value. To track your progress and outcomes, you need to identify the relevant metrics and indicators that reflect your CX goals. For example, you may use net promoter score (NPS), customer satisfaction score (CSAT), customer effort score (CES), customer churn rate, customer lifetime value (CLV), or customer advocacy rate.

2 Collect and analyze customer feedback

One of the most effective ways to evaluate the impact of your digital strategy on customer experience is to collect and analyze customer feedback. Customer feedback is the information that customers provide about their perceptions, opinions, feelings, and preferences regarding your brand, products, services, or interactions. Customer feedback can help you understand what your customers think and feel about your digital strategy, what they like and dislike, what their pain points and needs are, and how you can improve their experience. You can collect customer feedback through various methods, such as surveys, reviews, ratings, testimonials, social media, online communities, or customer service interactions.

3 Monitor and optimize customer journey

Another important method to evaluate the impact of your digital strategy on customer experience is to monitor and optimize customer journey. Customer journey is the path that customers take from their first contact with your brand until their final purchase or beyond. Customer journey mapping is the process of creating a visual representation of the customer journey, identifying the key touchpoints, channels, actions, emotions, and pain points along the way. Customer journey mapping can help you understand how your digital strategy influences customer behavior, engagement, and satisfaction at each stage of their journey, and how you can optimize it to deliver a seamless and consistent experience.

4 Conduct A/B testing and experiments

A/B testing and experiments are another powerful method to evaluate the impact of your digital strategy on customer experience. A/B testing and experiments are the methods of comparing two or more versions of a digital element, such as a website, landing page, email, or ad, to see which one performs better in terms of a specific goal or metric. A/B testing and experiments can help you test different aspects of your digital strategy, such as design, content, layout, functionality, or personalization, and measure how they affect customer experience. By using data and evidence, you can make informed decisions and optimize your digital strategy based on what works best for your customers.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?