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            Customer Experience

            What is Digital Customer Experience (CX)?

            3 Min

            Business is at a crossroads...

            For years, we’ve heard the warning calls about how businesses need to adapt and embrace cloud-based technologies to remain competitive.

            We’ve seen retail and other traditional industries struggle as giant digitally native organizations deliver new levels of convenience and customer service through the digital storefront in every consumer’s pocket.

            And we’ve also witnessed a paradigm shift away from old-fashioned sales operations and towards subscription-based, customer success business models. These approaches require more initial investment but result in higher adoption rates, increased customer loyalty, and significant increases in revenue possibilities over the medium to long-term.

            In the digital age, the key to success is customer experience.

            In fact, as of 2019 over 80% of customers now consider their experience with a company to be more important than the product or service.

            But many organizations still haven’t devoted the resources or attention towards learning and adopting a customer experience mindset.

            So let’s break it down...

            What is Customer Experience?

            Customer Experience (CX) is the sum of ALL interactions between a customer and an organization—as well as the resulting impression that the customer walks away with.

            What is Digital Customer Experience?

            It is very similar—with one critical distinction.

            Digital Customer Experience (CX) is the sum of ALL (yes) digital interactions between a customer and an organization—as well as the resulting impression that the customer walks away with.

            Every interaction a customer or prospect has with your organization and its digital brand leaves a lasting impression. Whether it be with marketing, sales, service, or support—in the digital age—successful organizations tailor customer operations and processes to ensure that every interaction contributes to a positive long-term relationship.

            Successful organizations achieve this by leveraging technologies and digital strategies that empower teams to manage personalized relationships with their customers at scale. In this way, they’re able to deliver value and support customers via the mediums and devices each customer prefers. This also enables those organizations to engage and resolve issues faster while lowering the effort required by their customers.

            It doesn't happen all at once. It requires a long-term commitment and focus on delivering customer value.

            Why Does Digital Customer Experience Matter?

            Customer experience will overtake price and product as the key brand differentiator in 2020 and 2021 (Walker).

            Today, modern consumers have countless options to choose from for most products and services. Organizations that are able to differentiate their brand and continue to deliver on their core value and promises through increasingly digital means will have an enormous advantage over traditional organizations.

            And yet, many organizations—particularly small and medium-sized businesses—still haven’t allocated necessary resources or attention towards building resilient digital brands, marketplaces, and strategies for navigating this new normal.

            They continue to ignore the warning signs at their own peril.

            When COVID hit, businesses everywhere found themselves poorly equipped to transition to remote workforce operations and continue to deliver seamless customer service and support.

            The ongoing pressures of operating during the pandemic—combined with new pressures from more competitive and resilient digitally native organizations—will accelerate digital transformation trends.

            Benefits and Value of Digital Customer Experience

            Organizations that focus on Digital Customer Experience see significant benefits that include:

            • A cohesive digital strategy helps you align brand messaging, your purpose, and all downstream efforts
            • More efficient operations
            • Empowered remote workforce
            • Lower cost to serve through efficient tools and processes
            • Ability to reach greater audiences and manage relationships at scale
            • Better, more effortless customer experiences
            • Improved customer loyalty and brand recognition
            • A significant competitive advantage over traditional organizations

            Individually, these have powerful impacts on the success of an organization. Combined, they create entirely new possibilities and differentiate iconic brands from the rest of the pack.

            What Are You Doing About Digital CX?

            Whether you’re still in the early phases of your digital customer experience journey or well on your way—here are some critical questions you should be asking:

            • What is your organization doing to effectively manage change during these turbulent times?
            • What changes is your organization making in terms of technology and processes to empower your workforce (remote or not) for current and future efficiency gains?
            • Do you have a cohesive and well-communicated digital strategy?
            • Would every department and team member be able to identify how they can contribute to your Digital CX success?
            • Are your website and CRM strategies aligned to support your customer-facing teams, deliver value and customer service, and drive leads during this time?

            Some of the best starting places for successful Digital CX transformation include your company website, CRM, and sales operations software.

            Scott Flanigan

            Scott Flanigan

            Scott is a full-stack digital marketer (aka "markitecht"), solution architect, developer, and serial entrepreneur. He has over a decade of experience helping organizations in a variety of industries rapidly architect, implement, and scale new platforms. With a broad technical skill set and wealth of operations experience—Scott loves helping teams adopt and grow using new digital tools & workflows.

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