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Digital Technology & Customer Experience


25 March 2021

6 minute read

Delivering a great customer experience is crucial for any business, especially online retailers. With the evolution of digital technologies, the capabilities of these have made it easier for businesses to manage and improve the online customer experience. If you're looking to improve your customer experience, discover four digital technologies that can help you.

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Technology has given you countless ways to communicate with your customers. Whether by phone, email, social media, or through messaging apps, every customer has a slightly different experience when interacting with your brand.

This is what is known as the customer experience, and it's the sum of every interaction a person has with your brand. Delivering a positive customer experience is crucial because it has the ability to directly impact your business's bottom line and reputation.

Using digital technology to manage the customer experience

Do you ever consider how your customers feel after interacting with your business? That feeling, the customer experience, can make or break the potential for a customer returning and continuing to interact with your business. It's especially important right now as there's a huge and growing demand for eCommerce, and online retailers are vying for customers and aiming to provide the best experience.

In 2019, Australia hit $32 billion in eCommerce sales, which was up more than 20% from a year earlier. Then the pandemic hit in 2020, and the demand for eCommerce skyrocketed. Customers were forced to stay home and do the majority of their shopping online.

By June of 2020, eCommerce sales were already up by 11%, and these positive trends will likely continue to grow in the coming years. But, as the demand for eCommerce grows, your customers will continue to have more options to choose from, and accept only the best service.

Creating a positive, personalised experience will help you build customer loyalty, increase your revenue, and make more of an impact. Just one interaction that doesn't live up to expectations could have a huge impact on your business's reputation and trading.


The capabilities of digital technologies continue to evolve and make it easier for businesses to manage and improve the customer experience. These four technologies will help you provide improved customer experience in 2021.


Chatbots make it easy for your customers to receive immediate answers to their questions when visiting your site. In fact, 69% of people prefer to use chatbots because they offer immediate answers to simple questions.

It's essentially software that can initiate a conversation with a user on your website or social media channels. Instead of waiting for customer support to get back to them by phone or email, your customers can use a chatbot for instant help.

Chatbots are one of the best places to start if you're looking for ways to improve the customer experience and interaction with your business.

While chatbots may not entirely replace customer support agents, they can offset some of the workload by answering basic questions. Chatbots can also help to gather relevant customer information and explanations of a problem, meaning that when an agent does interact with the customer, they can refer to information already captured and quickly get to the root of the problem and assist in solving it for the customer.

The feedback and data you receive from chatbots will help to continue to improve the customer experience in the future, too. Any repeatedly asked questions or observed problems can be remedied, or relevant assistance can be provided via the chatbots.

Video chat support

One of the most frustrating experiences for customers is when they contact a company and can't get an actual person on the phone. They have a question but find themselves trapped in an automated phone system or have to wait for more than 20 minutes to talk to a support representative.

More than half of customers prefer to talk to someone in realtime as opposed to waiting to get a customer service agent on the phone. That's why video chat support is an excellent way to offer personalised customer support. With video chat, an agent can answer a customer's question in realtime and help to resolve issues immediately.

Video chat makes it easier for customer interaction and can be the perfect way to answer more technical questions that can sometime be difficult to explain over the phone or via email.

Video chat improves customer satisfaction levels by 73%, and since you'll have a recording of each conversation, you can monitor each video chat to improve the quality and consistency of your customer service.

Location-based computing

Location-based computing uses geographic locations from mobile devices to provide information for customer support, allowing your business to provide more personalised service and support to your customers. It's a growing market that's projected to reach $138.1 billion by 2027, which is a compound annual growth rate of 26.3% from 2020 to 2027.

For instance, personalised promotions based on a user's location, can be used to enhance and promote businesses, especially when operating both online and in-person shopping experiences.

By using geographical locations, customer engagement can be enhanced by encouraging users to visit a local store, potentially to receive discounts or other special incentives. Location-based computing can also make it easier for customers to navigate your store and find what they're looking for.

Artificial intelligence (AI)

Although AI is not new, it continues to gain popularity with businesses. It's fast becoming an essential tool though, allowing you to create a dynamic experience for your customers.

When you combine AI with machine learning, you'll gain an in-depth understanding of your customers. Unlike traditional analytics, AI is constantly learning from the data it collects, so it can actually anticipate customer behaviour. This information will allow you to provide more relevant content, answers, product information and enticing offers to customers.

AI is also able to collect and analyse large amounts of data in a relatively short period of time. When you combine that with predictive analytics, you can gain realtime insights to guide a variety of interactions with your customers.


As eCommerce continues to boom in 2021 and beyond, it's never been more important to focus on the online customer experience. As the landscape becomes increasingly competitive, you must deliver an exceptional experience - every visit.

This means showing up for your customers through every step of the process, from the moment they visit your site, to when they place their first order. Ensuring their information is secure and their path to payment is seamless is just as important. For more information on the all important checkout experience, get in touch with us today and learn how we can help.