6 minute read
By Shannon Latta
Posted in Customer Engagement
Digital transformation. Digital leadership. Brands, marketers and CX experts have been talking about these concepts for what seems like living memory.
And with good reason. More and more of our interactions now occur online and this is a trend that continues to gather momentum yearly, monthly and even daily.
But, when it comes to digital customer experience, you need to remember two key points:
With all this being said, how can you harness digital customer insights to become a leader -- both digitally and from an omnichannel perspective?
What we know:
Every day, we see new examples of digital driving customer interactions and business growth. Nordstrom's digital sales now account for more than a third of total sales. AT&T says 76% of its wireless customers prefer to resolve issues through self-service digital channels. PNC, a regional bank, reports that 80% of its bankers visit a retail location only once or less a year.
Our own research shows that tech brands currently lead the way for digital experiences, as ranked by Net Promoter Scores (NPS) and customer satisfaction. Call it whatever you want -- the Amazon effect or the Uber of "x" -- but these and other companies have disrupted customer expectations forever.
Survey vehicles range from random sampling to always-on and opt-in (offered by OpinionLab), from long-form to short-form. Even the type of feedback companies capture is diverse, from NPS to star ratings and emojis, images, video, voice -- what have you.
And that's just what feedback we ask for.
The world of indirect feedback includes what can be inferred through what customers say in social media or call center interactions, or through behavioral data collected from digital analytics, such as web and mobile clickstream or session replays.
There's a massive and largely untapped opportunity to harness that insight to improve customer experiences, with greater repeatability, scale, and prediction.
The real opportunity will be in using AI and ML to serve up deeper insights faster, optimizing customer experiences in the moment.
What kinds of use cases do we see for AI and customer experience? Plenty, including text, speech, image, and video analytics, anomaly detection, conversational surveys, and journey orchestration.
How to Become a Digital Leader
Extraordinary digital experiences are not a "nice to have." They're a must-have that will very likely give you a competitive advantage and a springboard for future business growth.
Yet 84% of consumers say digital experiences fall short of their expectations.
To transform your digital experiences, we recommend three road-tested strategies for making the most of these trends.
Designing and ensuring great digital experiences requires a disciplined approach to understanding customer attitudes and perceptions.
When your digital intelligence includes attitudinal data, you get the fullest picture of your customers. You understand what they did, why they did it, and how it made them feel. Throw in operational data, and you have the holy grail of digital CX intelligence.
Unfortunately, digital analytics still live in one team in many organizations, while voice-of-the-customer insights live in another. Bringing together these data sets requires commitment from leadership, data integration, and articulation of the WIM (why it matters) to every stakeholder in the company.
Verint ForeSee research shows digital standouts in every category, including retail, banking, health, and government. But don't stop there. Customers see the best and worst in digital every day, and they know what "good" looks and feels like. And that's who they are comparing you to.
CX and digital leaders need to measure, manage, and improve customer experience in ways that track with that complexity. Specifically, a holistic CX strategy must start with a listening program that can enable three levels of action: tactical response, operational improvement, and strategic prioritization.
Be warned: Not all listening posts are created equal. The right mix of listening posts needs to include feedback that's proactive and reactive, transactional and relationship-based, and solicited and unsolicited, to name just a few requirements.
So digital should also be a component of a bigger puzzle. We are hurtling at breakneck speed into a new era of Customer Experience. You need to think about how you can bring all the data we've talked about -- surveys, text, speech, behavioral, operational and direct, indirect and inferred from across different channels -- together into a single program.
However, this should not downplay the impact digital can have on your capability to deliver excellent omnichannel experiences. Think about it: feedback captured via digital VoC mechanisms can be your route to critical insight not only about digital but also other channels integral to your CX, such as the contact center or face-to-face interactions across your branch or store network.
True digital leadership is a CX program that exploits digital at every level of CX action in the context of omnichannel excellence: tactical response, operational improvement, and strategic prioritization.
Customer Value, Business Value Great CX has always been at the intersection of customer and business needs. Digital delivers the convenience, responsiveness, and personalization that customers want, and the customer satisfaction, repeatability, and scale that companies need to grow. It can be the centerpiece of a bigger CX package and tie everything together.
Customers get value. Companies get value. It's a win-win.
A version of this blog originally appeared on CMO.com.
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