#7 | DCX - Perspectives and insights on digital customer experience
Developing your Digital CX Strategy; The 2022 State of DCX Report - Summary; Do you have a fixed mindset or a growth mindset?; DCX Thought Leader Linkedin Profile of the week
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Developing your Digital CX Strategy
Digital Customer Experience (DCX) is the next frontier in the customer service world. It’s a huge opportunity to improve the way your customers interact with your brand, and it can be done at a fraction of the cost of building a physical store or hiring more personnel to handle customer service calls.
The goal of a DCX strategy is to provide an outstanding experience for every customer across all channels, no matter where they choose to interact with your brand — online or offline — or when they choose to do so (daytime or night). It’s the playbook that informs every decision you make around the customer experience. It encompasses everything from the customer journey and content to your website, mobile app, social media, email marketing, and more.
It's important to note that a DCX strategy is not a replacement for traditional customer service or support but it should be used in conjunction with it. It is also not just about technology. It's about understanding the customer's journey and ensuring that every touchpoint is consistent and seamless.
A well-executed DCX strategy can help you stand out from the competition, increase customer satisfaction and loyalty, and grow your business. But what does it take to build a DCX strategy?
A successful digital strategy requires planning and commitment. It also requires executive buy-in, employee engagement, and development along with collaboration, effective tracking and monitoring, and an expert strategy. Collaboration with all departments will help identify what's working and where there are gaps that need to be filled. Having a DCX Champion can be extremely beneficial as they will be able to assess your current customer experience and identify areas where you can improve.
A digital CX strategy focuses on how your business delivers its products or services to customers across all digital channels. It includes the following:
A holistic view of the customer experience. A good digital CX strategy starts with a clear understanding of how your business interacts with customers at every point in the buying cycle. This means you'll need to look at everything from product development and marketing through to support and service — all from their perspective.
Data and Research. A solid understanding of your customer's experiences with your brand, products, and services is vital to understanding how they want to interact with you. It also helps you understand which channels they prefer to use when communicating with your brand. And finally, it allows you to understand what kinds of experiences they want from your brand and where those experiences fall short.
A roadmap for implementation. Once you've identified where improvements are needed, it's time to create a plan for implementing them. This may include changes to technology infrastructure (such as upgrading your website or e-commerce platform), changing internal processes (for example, adding new forms of communication), or improving internal skillsets (including training employees on best practices).
A way to measure success. There are a variety of ways to gauge the success of your DCX strategy. One is to measure Net Promoter Score (NPS), which studies online and in-person customer experiences to find out how likely customers are to recommend a business to a friend or colleague. Another is Customer Effort Score (CES), which measures the effort it takes for customers to complete an action within an organization's website or app.
The benefits of a Digital CX Strategy are vast.
Improved customer experience – Customers today have many options to choose from, and they want to feel like they’re valued. A digital CX strategy can help you provide an exceptional experience for your customers across every channel. The world is changing very fast, customers are demanding more and more digital experiences from businesses. In fact, we live in an era where customers can switch brands within seconds based on their digital experiences. As businesses compete for attention in an increasingly noisy marketplace, creating compelling digital experiences has become essential for success.
Better alignment of teams – Defining the Digital CX strategy needs to be a company-wide approach that helps you create seamless experiences across all digital channels and devices. When employees across the company - from product to marketing, business intelligence to technology, and the call center are aligned with the company DCX goals, they are more likely to work together driving an increase in sales, reducing costs, and improving customer satisfaction. If you want employees across departments to work together towards a common goal, they need to understand and buy into the vision, expected outcomes, and what role they play.
Improved efficiency – A Digital CX strategy will help you improve efficiency by standardizing processes across teams and departments ensuring that each interaction with the brand is consistent, relevant, and personalized — no matter where or when it takes place — so that customers can easily find what they're looking for and get help fast.
Reduced costs – As your business grows, it’s essential that you don’t just add more people but also make sure everyone has the tools they need to do their jobs well. When you have a seamless experience across all channels, it costs less to operate as there will be fewer manual processes involved in each interaction between your company and its customers or clients.
DCX is proudly supported by:
AI increases productivity, saves time, effort, and cold, hard cash. In this economy, it could be the secret to staying alive in a ferocious market.
But how can you quickly implement it to drastically reduce ticket volumes and decrease time to first response ? Join our webinar, What CX Directors Wish They Knew About AI Implementation, on August 25 at 11:00 AM PST, with AI training legend Spencer Parsons and AI strategist Hanna Stanhouse from Thankful to learn:
How AI automation functions within your customer support ecosystem
The costs of implementing AI automation
How to launch AI for customer support without the hassle
Tech stack requirements
The 2022 State of Digital Customer Experience Report
Verint’s 2022 State of Digital Customer Experience report analyzes the changing customer preferences and behaviors that impact digital-first engagement strategies for enterprise brands. The report provides a comprehensive overview of how consumers communicate—or at least prefer to communicate—with brands. They also analyze the top priorities for large enterprises regarding digital-first engagement initiatives and strategy.
Sharing some key findings I found interesting.
76% of leaders believe that customer engagement challenges will increase in 2022
59% cite digital-first customer engagement as one of the top priority initiatives over the next 12 month
Key Finding: Delivering Great Customer Service Experiences Is Your Best Form of Marketing
In this year’s findings, they’ve gained insight into what constitutes a good customer experience versus a bad one. Customer expectations are clear: they want a swift and effortless customer experience on the channel of their choice—an experience that does not make them wait on hold or direct them to an endless phone menu.
Once a customer becomes loyal to a brand, the most important factor in maintaining that loyalty is providing great CX (28%). In fact, exceptional experiences rank higher than both price (24%) and product (23%), according to the consumers they surveyed.
DCX Personal Development Moment
Do you have a fixed mindset or a growth mindset?
There are two ways of thinking about your intelligence or skills: a fixed mindset (“I'm not good at math because I have less natural talent”) or a growth mindset (“I'm bad at math but if I work hard at it, one day I'll get better).
The benefits of having a growth mindset are clear: It leads to greater achievement over time because people believe their basic qualities can be developed through dedication and hard work—brains & talent just being the starting point.
Fixed mindset is a belief that your intelligence, personality and creative ability are static givens and you can't change them much.
People with a fixed mindset often believe that anything that happens to them is the result of their own abilities or lack thereof. For example, if someone has a bad day at work, they'll attribute it to not being good enough rather than seeing it as just one of those things that happen sometimes. They may also believe that if they get rejected by someone romantically or professionally, then they aren't attractive enough or capable enough in some way. People with fixed mindsets tend to be very self-critical because they're constantly trying to prove themselves worthy of praise or success—and failing constantly because there's no such thing as perfection!
1. Don't bother trying
2. Don't put yourself out there
3. Experience feedback as criticism
4. Feel intimidated by other's successes
5. Think you can't learn new skills
With a growth mindset, you believe that your abilities can be developed through hard work, good strategies and deliberate practice. You also have the ability to learn from failures or setbacks and make changes in your behavior or thinking.
Growth mindset people tend to see failure as an opportunity to learn something new rather than as a reflection of their ability. For example, if you give an answer in class that’s wrong, it doesn’t mean you are stupid; it means that you need to do more work on understanding the topic. People with this attitude will often put in extra hours studying for exams and seek out additional information about topics that interest them most so they can improve their grades further still.
1. Believe your skills can be developed with consistency
2. Keep your mind open to alternative perspectives
3. Step out of your comfort zone
4. Practice understanding the perspectives of others
5. See mistakes as learning opportunities
Being aware of how you may be thinking can help you make changes to improve your lives.
If you have a fixed mindset, then you believe that most people are talented in certain areas. You might think that some people are just better at math than others, or that some kids will never be good at sports.
If you have a growth mindset, then you believe that everyone has an opportunity to succeed with hard work and effort. You might think that everyone can learn anything they put their mind to, or that everyone is capable of doing well if they try their best.
The good news is that we can change our mindsets. We can adopt a growth mindset and focus on learning, improving and growing from our mistakes. This will help us achieve more in life than ever before.
DCX is proudly supported by:
The Narrative Playbook is a modern remix of career coaching & collaborative learning. Part masterclass, part mastermind, we help individuals own their narrative. We provide our narrators with the coaching (providing a safe environment for growth), content (challenging you to grow), and community (supporting your growth) to help them own their narrative.
Links to Industry news, thought leaders, and ideas of interest
This research outlines the four high-stakes threats to a CX initiative. Executive leaders supporting CX initiatives should leverage this research to create action plans and adopt preventative measures to reduce the severity of these threats.
The coronavirus pandemic and the need to avoid person-to-person interactions has pushed us further into a digital world. The crisis will have lasting effects on the way we work, do business and interact with each other.
Transformative customer experience is table stakes these days — and high-quality, usable data and machine learning are the foundation of products and services that deliver. On the opening day of VB Transform 2022, Molly Parr, the VP of product and digital customer experience at Capital One, spoke with VB’s senior editor and writer, Sharon Goldman, about how the company is delivering on that demand.
DCX Thought Leader Linkedin Profile of the week
Each week, I share the profile of someone I am connected to on Linkedin that I think will bring value to your life and career.
Darcy Feuerstein | LinkedIn – Darcy is one of my most favorite people in this space and I highly recommend following and connecting with her. Darcy is a true experience professional, customer-focused, and an expert at bringing a wide variety of people and teams together to find and build solutions that make a difference. She leads with empathy and is focused on her team's development. Anyone working with her is made the better for it. She recently joined JPMC to lead their Secure Web experience, product team.
Digital product lead with a passion for transforming customer experiences.
Years of experience in large organizational settings, with specialities including: empowering customers via digital experiences, growing & developing product talent, digital strategy & transformation, revenue management, testing & optimization, solving complex problems, stakeholder management, roadmap management, analytics & KPI analysis, agile, SEO strategies, testing & optimization and privacy & security best practices.
I’m also a 200-hour certified yoga teacher always seeking to bring the practice and mindfulness to the workplace.
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