Digital CX Needs A Brand New Toolbox | USA
Digital CX Needs A Brand New Toolbox

It’s already the end of Q1 so I am surprised to see that some lists of trends to expect in 2019 are still being published. One that I noticed from Customer Think was only published this month so they clearly want to be the best at spotting trends in the next nine months, rather than the year ahead.

Although I was surprised to see another list, I did like some of the points on this one. In particular how the need to manage digital customer experience (CX) requires a completely new toolbox. In fact, I would argue that it needs a completely different approach to governance and corporate structure – your business needs to change to survive in a digital environment.

Take a look at this quote from the Customer Think article: “Many companies are hamstrung by their own siloed organization and will need to retool their approach to keep pace with the digital customer experience. Too often, communications pushed to one channel are not consistently promoted on others. As a result, efforts get duplicated and customer engagement may be lower. In other words, more cost, less impact. Companies need to take a holistic view of their marketing and customer communications, and develop cost-efficient strategies to repurpose content across channels to maximize exposure while lowering costs.”

Here is one of the most fundamental problems we face when planning a CX strategy today. When the customer journey was more controlled and stepped clearly from learning about a product to purchasing it and possibly contacting the brand about a problem, each step of the customer relationship was managed by a different corporate function. Marketing, sales, and customer service were all different teams with different metrics and management expectations.

In the present environment where customers expect to build a relationship with a brand that lasts many years – not just make a 2-minute phone call now and then – this approach to customer-facing functions looks very dated. Your sales and marketing team are now also a part of the customer service team and vice versa.

Designing how you can compete in a digital environment with emerging technologies and new competition can feel like a major challenge, but it can be almost impossible if you don’t plan for a single coordinated approach to managing the customer experience. Any teams that are involved in customer interactions need to be either blended into one or at the very least coordinated so they are aligned and work closely together.

Digital CX needs a new approach and a new toolbox. Designing services that work inside the modern customer journey requires more than just the same old people and processes using new technology.

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