From healthcare to high tech, organizations have named the customer experience as their top strategic performance measure. Proven to increase customer loyalty, drive revenue and boost customer lifetime value, customer experience has become the competitive battleground for business and is predicted to overtake price and product by the year 2020.
With the number of connected devices rising, those experiences have become increasingly digital. In fact, businesses aiming to improve the overall experience of their customers are pouring the most resources into improving the digital customer experience (DX). This includes the systems that help them manage and connect brand experiences across the customer lifecycle — otherwise known as a digital experience platform (DXP).
From CX to DX: What does it mean?
Customer Experience (CX): The sum of all interactions a customer has with a company, across all touchpoints and all phases of the customer life cycle, including how customers perceive those interactions.
Digital Customer Experience (DX): A subset of the customer experience covering the digital interactions customers have with your company.
Digital Experience Platform (DXP): A platform that manages, delivers and optimizes digital experiences consistently across every phase of the customer life cycle.
Customer Journey Map: An integral part of DX strategy, this is a diagram that illustrates many of the interactions a customer has with a company, including buying stages, touchpoints, customer goals, motivations and feelings.
Step One: Keep Your Focus On the Customer
Digital experience platforms were designed to help you deliver customer experiences that set you apart from the competition. But if you’re not sure how your current experiences are performing, it’s difficult to know how to develop your DXP strategy. These tips can help ensure that you keep the customer at the center of all your digital experience initiatives.
Benchmark your customer experience maturity
Forty-four percent of organizations think customer experience is too hard. It’s true, there are a lot of moving parts to consider — from defining your customer experience team to making the most of your social media listening technology. And at the heart of it all sits your digital experience platform.
Getting your DXP implementation right is critical to delivering the best experiences to your customers. Once your platform is in place, you can pull all of your customer data together to provide seamless personalized experiences across devices and channels. This means higher customer acquisition and retention rates.
Using a DXP implementation checklist, you can identify gaps in your organization’s digital strategy, and resources to help guide your customer experience investments. At minimum, your checklist should cover three main areas required for a successful DXP implementation:
The customer journey
Here is a complete DXP implementation checklist:
Understand your customer journey
Forrester defines a digital customer experience platform as “software to manage, deliver, and optimize digital experiences consistently across every phase of the customer life cycle.” This emphasis on the customer life cycle makes mapping your customer journeys an important exercise in determining how to optimize your DXP to grow revenue and retain customers.
A customer journey map helps you understand the different ways customers interact with your brand, as well as their goals, motivations and feelings. You can use the map to identify and prioritize interactions that prevent customers from meeting their goals. Then, look for ways your DXP platform can help improve these experiences while adding value to your business.
The user experience of your digital channels and touchpoints is the most direct reflection of your brand. To achieve a seamless customer experience, you should be constantly evaluating your customer journey maps against the behavior of your customers to identify opportunities for improvement within your DXP.
Journey maps are the backbone of customer (hence, digital) experience programs.
Learn how to build a journey map in The No-Fail Guide to Digital Customer Experience Investment.
Prioritize areas of opportunity
Once you’ve mapped your journey, it’s time to decide which areas of the customer experience to work on first. Look at each touchpoint or interaction, along with all of its supporting data, to identify areas where you can help customers reach their goals, while helping your business meet its own.
For example, if you see that customers are consistently frustrated when dialing into your call center, try out some self-service options to give them more control over the process. This change not only helps your customers get resolution more quickly, but cuts down on the resources and costs needed to keep your call center staffed and running.
Your digital experience platform can help you connect the dots between all of the touchpoints in your customer journey, ensuring your customers have the best experience no matter which stage they’re in.
If you’d like to speak more about digital customer experience investment, contact us here. And join us for part two of this series where we will discuss the importance of organizational alignment around CX.