Feb 14, 2018

What is Digital Customer Experience and Why is it Important?

by Watermark
Web Design, Inbound Marketing

In the world of faltering brick-and-mortar shops, companies quickly realized it’s not enough to just sell a product anymore, they have to provide an experience as well.

That same statement rings true for online businesses in the overcrowded digital marketplace and companies are pouring millions into optimizing their digital customer experience.

Although it sounds simple enough, the digital experience is much more than an alternative route to direct consumers towards purchasing your products online. The ideal customer experience is seamlessly blended within their overall experience and works to supplement and enhance a traditional purchase. 

In this article, we’ll go over the what the digital customer experience is and why it’s important, as well as provide a few examples of companies who have flawlessly integrated digital into the lives of their customers.


More than just how a user navigates your website, the digital experience encompasses every interaction a potential buyer has with your company on an internet-capable device.

This includes the research process, viewing your content and advertisements, interacting with your website and ultimately deciding on purchasing your product or service. This also includes any additional interactions your customer takes after purchasing, such as leaving a review or discussing your brand or product on social media.

Just like the traditional approach, the digital experience can be influenced by a number of factors such as environment and perceived reputation. How others interact with your website—whether or not they’re leaving comments and reviews—can have a huge impact on a potential customer’s decision to buy, or not to buy.


Having a negative experience with a company’s online elements can dramatically decrease the likelihood of a visitor converting into a lead, much less a customer.

Audiences have been proven to spend up to 92.4% less time on a website if they aren’t met with the experience they were expecting, according to one study.

With so little time spent on your page, users are very likely to forget your company as an option when compared to other alternative companies whose websites did not disappoint them.

If your customers are disappointed with what they find online pertaining to your brand, it often times, results in a large obstacle that you will need to overcome.



Almost every week, I order from the nearest Subway location using their mobile app. It’s quick, simple and saves me a ton of time, which means I can devote more of my time to playing Cookie Crush on my phone at lunch.

The app also provides additional information such as deals, nutritional values and a rewards program. Each store does a fantastic job of showcasing the displays that promote the app and in my mind, it’s become incorporated with the overall experience.

Although neither Google nor Apple publicly share an app’s data, you can be sure that if one of the world’s most successful fast-food conglomerates is using the technology, they have the ROI to back it up. The same applies to other widely-successful chains with fantastic online ordering alternatives, such as Domino’s and Starbucks.


Not only does Disney provide unforgettable experiences for thousands of children every day, they also provide online resources such as trip planners and travel information to make the process easier for the parents scrambling to make sure their visit stays within budget.


Although this company is online only, Amazon’s legendary customer service can’t be praised enough when it comes to discussing their customer experience. Their dedicated representatives, understanding policies and willingness to flat-out eat a revenue loss, in some occasions, have left customers extremely confident when buying from their website.

This ‘customer satisfaction guaranteed’ way of doing business has played a huge role in the company’s global domination and leadership within the online marketplace.

In the last five years alone, technology’s role in our lives has grown exponentially—and it’s not showing any signs of slowing down. Consumers and businesses alike, more times than not, turn to the internet before deciding on a purchase, which makes having a fantastic online experience crucial to your company’s success.

Want to learn more about providing a fantastic digital customer experience? Check out our digital marketing services and learn how to improve your customer’s first impression of your company.