How to Assess Your Digital Customer Experience

Assessing your digital customer experience: from first search to after-sales follow-up

In Syria the customer journey often starts with a search on Google or Facebook, then a WhatsApp message, then questions about price, delivery and payment. Every point on that journey can win or lose the customer. Assessing the digital experience shows where customers stumble before they buy, and where they disappear after buying.

Digital maturity assessment 6 min read

By Nour Aldein Tleti. Updated 7 October 2026.

How do you assess the digital customer experience in your company?

Map the customer journey from the moment someone searches for you to follow-up after the sale, and try each step yourself as if you were a new customer. Measure reply speed, clarity of information and ease of ordering and paying, and check how many enquiries went unanswered. Then ask real customers what frustrated them and compare their answers with what you observed.

Stages of the customer journey to assess

Discovery: Can customers find you on Google Maps, Facebook and Instagram with correct details, recent photos and accurate opening hours?
First contact: How long does it take to reply to a first WhatsApp message or call, and is the reply clear, polite and actually answering the question?
Quote and order: Do customers get the price and details quickly, and can they confirm an order without a long back-and-forth?
Payment and delivery: Are payment methods clear, and do customers know the delivery date and their order status without asking several times?
After the sale: Do you check customer satisfaction, handle complaints quickly and remember customers when they come back?

Practical ways to gather evidence

Mystery customer: Ask someone the team doesn’t know to get in touch as an ordinary customer and record their experience from the search to receiving a quote.
Reviewing conversations: Read a sample of recent WhatsApp chats and note recurring questions, unanswered messages and quotes that were never followed up.
Asking customers directly: Call some current customers and some who stopped buying, and politely ask what could be improved.
Reading reviews: Go through Google reviews and Facebook comments; they reveal what bothers customers in their own words.
Measuring reply time: For one week, record when each message arrives and when it gets its first reply, so you know how long customers wait in and out of working hours.

Points specific to the Syrian market

Arabic first: Content, replies and order forms should be in clear Arabic, with English only where it is needed.
Prices when exchange rates move: Customers need a clear price and a validity period for each quote; without them, confusion follows and trust drops.
Customers abroad: A relative abroad may order and pay for their family in Syria. Can you serve them easily at a distance?
The company’s number, not the employee’s: If customers contact personal phones, their experience changes with each employee and is lost when that employee leaves.

What to measure at each stage

Stage	Assessment question	Evidence to collect
Discovery	Are our details correct where customers search?	A review of maps and pages, and the date of the last update
Contact	How fast and how good are our replies?	A sample of chats and the mystery customer’s experience
Order and payment	How many steps does a customer need to buy?	Tracking a real order from message to payment
After the sale	Do customers come back, and why do they leave?	Calls with current and former customers, and reading reviews

Read also

Digital maturity assessment

Frequently asked questions

What is the most important indicator of digital customer experience?

Speed and clarity of replies are among the most important in a market that relies on WhatsApp. A customer who waits too long will usually ask a competitor.

Do we need a dedicated customer management system?

Not at first. Start by organising WhatsApp Business on a company number with chat labels and quick replies, then move to a CRM when the volume of conversations grows.

How do we find out how many enquiries are lost?

Review conversations over a set period and count the messages that got no reply, no quote, or no follow-up after the quote.

Are negative Google reviews useful?

Yes, if you take them seriously. A polite reply and a fix show new customers that you care, and the same complaint recurring reveals a real problem.

Does ONE DIGITAL help improve customer experience?

Yes. It usually starts with a review of the current customer journey to find where customers are lost, then organising WhatsApp, improving your Google presence and connecting enquiries to a CRM.