Digital customer experience has moved far beyond just creating digital content across touchpoints; instead, it encompasses a plethora of innovative approaches that organizations implement for an enhanced customer experience throughout their journey.
Organizations can now prioritize their plans and agendas based on their position in the digital transformation roadmap. Hence, the entire digital experience is governed by the quality of service offered through various digital touchpoints, which is essentially optimized with innovative backend application software, used by various functional teams to deliver seamless customer journey. Thus, the focus has been increasingly shifted to these backend applications to create enhanced customer experience with the consistent message being communicated across various channels. Moreover, it is crucial for organizations to acknowledge that the digital experience is not just under the purview of the marketing department but a cumulative responsibility of the entire organization.
It is practically impossible to incorporate every tool to control the digital customer experience within a single large suite. However, it is vital to encapsulate various internal and external entity performance metrics and ingested onto a dashboard for constant evaluation of the digital journey. So, some of the key points to remember for an effective digital experience for a customer include:
- Know the customers
- Optimized internal workflow
- Efficient enterprise-wide workforce collaboration
- Create omnichannel experience
- Personalized campaigns
- Compliance and risk assessment
- Supply chain management
- Robotic process automation and digital assistants
- Gamification – AR/VR or Simulation (enhanced digital experience)
– Shiladitya Chaterji,