How Can a Domain’s Reputation Impact One’s Digital Customer Experience?


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Today’s consumers are more empowered than ever. The digital revolution allowed them to take better control of their choices, and this is a huge factor when deciding what brand to follow or use. Since they now have access to information, they can make informed decisions between competing brands.

As such, marketing professionals have to deal with the challenges associated with promoting brands online. They now have to bring their A-game, especially when it comes to enhancing customer experience (CX). It has become a necessity for marketers to embrace and understand the concept of digital customer experience (DCX) if they want to edge out the competition.

What Is Digital Customer Experience and Why Does It Matter?

Customer experience has become a “broad” term, in that it relates to both conventional customer service methods and the digital platforms they use to connect with companies. DCX, on the other hand, mainly focuses only on the latter but encompasses back-office optimization and front-end customer services.

DCX requires a deep understanding of how customers react to and interact with brands online. Marketers who want to pique the interest of their target audiences must come up with strategies that allow them to create connections that they can convert to sales.

One of the critical factors that marketing professionals must consider is mapping the so-called customer journey. They have to identify critical moments of consumer and brand interaction, which they can exploit to instill brand perception and loyalty.

Many companies now realize how important it is to deliver the desired DCX to remain competitive. One brand that has been reaping huge benefits from enhanced DCX is Adidas. In recent years, Adidas shifted its focus to deliver the best online experience for its customer base. In fact, when the brand realized that most of its customers bought goods online, it worked toward creating data-driven strategies to provide customers with the user-friendliest online experience. That included making sure their clients enjoyed threat-free digital experiences stemming from, among other factors, a good domain reputation.

What Is Domain Reputation and Why Should You Care About It?

A quick way to enter the market is to go online. Sometimes, however, in their haste to provide products and services, companies forget to shield their customers from nasty cyberattacks.

Brands need to remember that good DCX and cybersecurity go hand in hand. You can’t gain loyal customers no matter how great your site is if it puts them in danger. One effective way to maintain a user-friendly yet threat-free site is by maintaining a good domain reputation on different levels. Doing so can help you carry out regular audits on your website, making it safe for any customer to access. This include:

Monitoring your site’s safety: Sites, especially those that allow financial transactions, must always be threat-free. Their settings need to be correctly configured to ensure that cybercriminals can’t hijack customer data (e.g., credit card details and other personally identifiable information [PII]) entered into built-in forms. Sites should also be constantly patched so they don’t have gaping security loopholes that cyber attackers can exploit.

Vet third parties: Connections to any suspicious or malicious activity, including persons, sites, and IP addresses, can negatively affect your domain reputation. That’s why it is of utmost importance to scrutinize every file and link that makes it to your site. You can do so by integrating domain reputation processes into your content management system (CMS) and configure it to instantly check every site’s or IP address’s reputation before it gets connected to your own website.

A site that provides the best DCX is no good if it puts customers at risk of cyberattacks. Don’t let all your marketing efforts go to waste just because malicious individuals dragged your domain’s reputation in the mud.

Alexandre François
Alexandre Francois is Head of Content at WhoisXML API and interested in aspects related to cybersecurity, brand protection, and online reputation.


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