4 Tips to Fast-Track Your Digital CX Transformation
Albert Einstein once said, “If you always do what you always did, you will always get what you always got.” Those words have never been more true than for brands competing in this unprecedented era of digital disruption. Evolution is mandatory in order to succeed.
In fact, according to Accenture, 87% of organizations agree that traditional experiences are no longer enough to satisfy customers. From voice assistants to augmented reality, customers are engaging with brands in new channels, in new ways every day. And, in order to win, you need to be there every step of the way.
This means having an ever-evolving understanding of your digital customer experience (the sum total of digital touchpoints with your customer). And, then, constantly optimizing those interactions to increase positive brand perceptions, build loyalty, collect data, and drive revenue.
For many organizations, this is a drastic shift in day-to-day operations. It requires a strategic digital transformation. But, it doesn’t have to be a long, complicated process. You can fast-track meaningful change to your digital customer experience with these four tips.
- Listen, document, and analyze your customer’s purchase journey.
- Identify customer-facing stakeholders and create connection points.
- Optimize your tech stack for efficiency and consistency.
- Create a continuous feedback loop with your customer.
1. Listen, document, and analyze your customer’s purchase journey
According to Harvard Business Review, 73% of consumers use more than one channel during their shopping journey. Do you know what channels your customers use? Or when, why and how they’re using them? Answering those questions is the first step to successful digital transformation. Get started with these three simple steps.
- Listen. Leverage market research, social listening tools, website behavior, CRM data and other resources to identify where, when, why, and how customers are interacting with your brand. Keep note of what’s working and what’s creating friction.
- Document. Identify several core customer groups and create personas outlining their demographic and psychographic data. Then map out the touchpoints each persona has with your brand—all the way from awareness to advocacy.
- Analyze. Review personas and touchpoint maps to identify gaps in your strategy. Are there channels on which you can focus more (or less)? Are experiences personalized by persona, or even by individual? Then, prioritize initiatives that will provide the highest impact for the smallest effort.
2. Identify customer-facing stakeholders and create connection points
Not only will your journey-mapping process reveal a lot about your customer, it will likely reveal the number of (sometimes siloed) teams that are all attempting to communicate with one voice to your customer. So how do you ensure you’re all on the same page without a massive reorganization?
That’s where a Digital Center of Excellence (DCoE) comes in. A DCoE brings together key players from every function that touches the digital customer experience—like customer service, marketing, and IT—to remove the corporate red tape and put the customer first. A best-in-class DCoE will support digital transformation through:
- Sharing knowledge on digital communication best practices.
- Educating on customer insights and messaging strategies.
- Developing cross-channel communications plans.
- Identifying and implementing shared technology solutions.
3. Optimize your tech stack for efficiency and consistency
The ultimate digital customer experience allows customers to have a personal interaction with a brand whenever, however, wherever they want. But, little do customers know about the tech needed behind the scenes to make this a reality. Use the following as a checklist to ensure your tech stack is setting you up for success when it comes to digital transformation.
- Speed. customers want instant connection and resolution across all channels at all times. To keep up, consider technology that leverages sophisticated AI via chatbots and self-service tools to drive quick, automated interactions.
- Personalization. More and more, customers expect hyper-personalized engagement. That’s only possible when you’re working from a centralized hub for customer data. Look for consumer engagement CRM software that brings together a single source of truth for every customer.
- Consistency. From Facebook to Alexa, your customer wants to hear one voice from your brand. Help give them the seamless experience they crave with a tool that manages all communication channels in a single interface.
- Flexibility. Don’t try to boil the ocean all at once. Look for a technology provider with the flexibility to meet your immediate needs and offer a scalable platform for future digital customer experience projects.
4. Create a continuous feedback loop with your customer
Digital transformation isn’t a one-and-done exercise. It’s an ongoing dialogue with your customer about how you can improve their experience. Ensure your teams and tools are continuing the conversation by:
- Deploying surveys to gather feedback from customers on their experience with your products, locations, or people.
- Detecting issues early and reducing the impact of adverse events with threshold reporting and real-time alerts.
- Making ongoing adjustments to your customer personas and touchpoint maps to proactively identify and address gaps in communication.
Need help putting these quick tips into action? Astute specializes in helping customer brands have engaging, meaningful, and useful interactions with customers across channels to drive value and competitive differentiation. Get in touch today to leverage decades of customer care expertise.