As consumers, we often have many “customer experiences” in one day. Purchasing your morning coffee, attending a doctor’s appointment, and picking up groceries each offer a unique experience. Your interactions with people at the drive-thru, check-in or checkout, how pleasant the environment is, how quickly you’re served, and whether the product you want is available are all parts of these experiences.
The digital customer experience (DCX) is a component of a customer experience. It’s the very same concept except that instead of in-person experiences, it’s specific to digital interactions. Things like ordering coffee ahead on an app, attending a telehealth conference with your doctor, and purchasing groceries online would be the digital components of the experiences referenced above. How well each of those touchpoints goes influences purchasing decisions, customer satisfaction, and brand loyalty.
The digital customer experience is fairly easy to understand for business-to-consumer (B2C) transactions. But how does DCX function for business-to-business (B2B) interactions? And what does that look like in the transportation and logistics industry?
DCX matters for freight shippers (even if they’re ordering a rail car instead of a latte). Here’s how it works and seven examples of improving railroad customers' digital experiences.
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