Today’s customers are digital – DCX experience
Today’s customers not only use digital technology; they are digital. Customer service is broad, covering the whole expanse of seller/buyer enterprise. However, today online transactions have grown exponentially. Christine Reyes[1] posted an article in Liferay (n.d), What is a Digital Experience?[2]in which she distinguished between “digital experience” and “customer digital experience.”
Digital experiences are single interactions, whereas digital customer experience is the sum of all digital interactions that a person has with an organization. Both focus on customer expectations.
Liferay posted another separate article What is digital customer experience?[3]
Digital customer experience is the sum of digital interactions between a customer and a company and the resulting impression that a customer walks away with. … DCX (digital customer service) focuses on the digital interfaces that people use to interact with companies.
Both digital experience and digital customer experience are geared to meeting the expectations of the customer. Though customers care about digital, they want the conveniences and relevance of how companies satisfy them whether on- or offline. This means “culture outweighs strategy” – customers look for the company’s customer-centric response to customer needs, meaning “consumers want access to information” freely wherever and whenever. Companies must maintain their human-centered finesse regardless of digital or non-digital customers, because through the internet, “the power of connectivity,” whether by an iPhone or iPad or computer, consumers “want a brand that will provide them with the most comprehensive experience from beginning to end regardless of what channel they use.”[4] This white paper lists Three Key Strategies for Consistent Customer Experiences.
The first strategy is – Customers take a multi-device path to purchase, and they do it on the go as well as on a whim walking out the door with a mobile phone in hand. Companies must design their pitch for small devices such as iPhones or iPads.
The second strategy companies must provide is the “single platform approach” – a dynamic interactive platform that can “hand-off contacts from platform to platform,” giving the customer a consistent experience of connectivity. Customers want to make a single call, one-stop shopping, to have their questions answered without being “handed off” to another agent or two or more.
Finally, customers want to be recognized as being “regular customers.” This is termed “Single View of the Customer” as a key strategy of the customer experience (CX) whether on- or offline.
It is inextricably linked to the omnichannel experience and the interactive platform of the company’s ability to capture holistic and relevant data about its customers. This is also known as a single customer view; companies are quickly discovering the power of having access to their customers’ digital personas.
This means that companies must have the data of each customer readily available that customers leave at every purchase … like a “paper trail” that profiles each customer who calls again. It is the customer’s identifying “algorithm” paired with every purchase. This is a genuine digital transformation the company is using to retain its repeat customers.
Take-away: Customers using digital technology become themselves.
Sources:
[1] Reyes, Christine: Linked-in. com; holds expertise in digital media, coordination, customer service, and teamwork, from administrative assistance to executing marketing campaigns …
[2] Reyes, Christine (n.d); https://www.liferay.com/resources/l/digital-experience.
[3] https://www.liferay.com/resources/l/digital-experience (no author nor data).
[4] Liferay white paper: https://www.liferay.com/resources/whitepapers/Three+Key+Strategies+for+Consistent+Customer+Experiences
