How To Design a Digital Customer Experience Program
Today’s business leaders are positioned to capitalize on immense opportunity – but with that opportunity comes often complex challenges. Decision makers across industries must keep a constant pulse on their well-informed and price-conscious customer base – a base that exists across many channels and numerous digital touchpoints.
There’s no question that today’s customer has the power and they have endless options at their fingertips – competition is local – and true product exclusivity really is a rarity. Because of this, customer experience has arguably risen to a point where it is the one remaining sustainable differentiator and a proven path to stronger competitive positioning.
And because it’s 2018, an increasing majority of these key experiences are digital. As our friends at Temkin describe, “Digital will become the loyalty backbone. As more customers interact with companies more frequently over digital channels, these interactions will become the foundation of their relationships with these firms. If organizations are unable to make an emotional connection online, then they risk diminishing customer loyalty.”
Unfortunately, too many corporations, brands, and employers fall short of providing a top-notch experience for their target audience. When organizations don’t prioritize experience management, they end up being reactive. They are forced to put out fires rather than have conversations and capture insights that help them build the next big thing.
There are of course many other trends that speak to the importance of digital when it comes to getting the customer experience right. There is the obvious prevalence of mobile as 72% of US mobile shoppers used their smartphone to inform a purchase decision (Nielsen, 2016). Deloitte echoes a similar message, noting that 56% of every in-store purchase is influenced by a digital device. And according to Forbes, we see that of firms working to improve customer experience, 53% are improving online experiences.
So how should business leaders get closer to their digital customers and reveal those key moments of truth? While there are seemingly endless streams of what, when, and where data that surround consumer decision making, we are often left wondering about the “why” behind shopping cart abandonment rates or the “how” to go about fixing unexpected drop off when searching for an online discount code. This is where human feedback makes all the difference for companies that prioritize digital.
How To Create A Digital Measurement Model
At Qualtrics we have developed a very successful Prescriptive Approach and maturity model that has been implemented across customer industries. Our goal with the program is to help our customers build, grow and scale their digital feedback program to drive insights and action to enhance the website and app experience for their customers.
- The first step in our prescriptive approach is known as track and diagnose.
This phase is all about laying the foundation for actionable digital research. We most commonly recommend an overall site or app experience survey alongside always-on persistent feedback.
- The next phase of the prescriptive approach is around that of the journey deep dive.
Here, the goal is to gain actionable insight into how you can fix problematic journeys. It’s also important to keep a pulse on positive journeys so as to ensure that they continue to stay successful.
- And finally, some of our customers will take it one step further with digital closed-loop management.
This is where ticket management and real-time reporting are key to truly empower the genuine voice of the customer and enable real-time action planning.
For more specifics on this 3-phased measurement approach, tune in to our Designing a World-Class Digital Customer Experience Program Webinar.
As described above, our goal at Qualtrics is to help our customers move beyond traditional surveys to combine human feedback or experience data with operational data. When creating our digital feedback programs, we want to leverage principles that contribute to great customer feedback. We have identified 3 pillars of CX that really come to life in the digital space.
3 Pillars of Digital Customer Experience
Apply your efforts to these 3 pillars to maximize your impact
1. Be Personal
The first pillar is to “Be Personal” – always prioritize the human on the other side of the data point – figure out what matters to your customer and capitalize on that. The world will continue to evolve, but digital voices of customers and prospects will only become louder and more pervasive. Think of the digital experience as the primary case, the first and integral touch point that will ultimately make or break a product or a brand. Engage in conversations that show that you care versus simply striving for one-way feedback capture. Integrate your brand’s experience and messaging into your customer’s lives in a meaningful and cohesive way. This is what fosters a lasting relationship.
2. Be Predictive
The second pillar is to “Be Predictive” and remove roadblocks to insight. Operational and experience data can combine to give you a holistic view of site and app visitors. Such a comprehensive view enables predictive capabilities.
3. Be Embedded
And finally, we encourage our customers to “Be Embedded” and activate the organization. Embedded activation requires a platform that can guide the organization towards action to deliver a stellar digital customer experience. Organizations are almost always enabled by operational clouds – CRM, HRIS, Marketing clouds. Therefore you need a platform that was designed to become embedded within a company. Qualtrics is the experience management cloud to deeply compliment operational clouds.
Our three-phased approach that emphasizes these core principles will allow you to get as close as possible to those “moments of truth” when and where the customer is making a decision. When multiplied out across the masses, these moments of truth will improve your bottom line. Digital experience leaders will continue to capture mind and market share. Those who master the key nerve endings of digital today — those who optimize and engage at the first moment of truth and continue to gather feedback in a conversational way — will dominate experience management tomorrow.