Move over customer experience. Digital experience is the new kid on the block. Digital experience has been a rapidly growing phenomenon among businesses over the last year or two. Moreover, for many, customer experience and digital experience are interchangeable. Today, digital experience is largely controlled by customer experience management systems. Some commercial customer experience management tools available in the market are Adobe’s digital marketing cloud, Oracle’s WebCenter, etc. Year 2015 can be, in the true sense, a watershed year for digital experience platforms and systems to take firmer roots in enterprises. According to Forrester, there will be leaders as well as laggards in such platform adopters. There are myriad of options available for enterprises, but the question that should be uppermost in the minds of enterprises is where to start their digital experience program. Successful integration of their existing systems with digital experience platforms requires well thought out planning and implementation.
Some of the considerations that enterprises need to take while planning their digital experience journey and to replace or co-exist with existing systems include:
- Responsive Web: Content or experience was only available for desktops but now we have responsive web design for all the experience. This means the digital experience is available irrespective of channel like smart phone, tablet, desktop etc.. For e.g, Airbnb revamped its desktop and mobile site, taking a move towards responsive design and making the web experience more attractive and usable for potential guests. Landrover’s website, yet another example of responsive web, is redefining the entire customer experience by increasing their website traffic through both users and non-users.
- Real-time Targeted Content: Personalization of content used to be based on profile of a user. Now, it is rather targeting content in real time which takes into consideration location, recent browsing history, links which got you into the site, climate etc.. With real-time targeting, conversation or ROI is very high. Targeted content is derived based on predictive analytics and business rules.
- Digital Marketing: Web and e-mail campaigning are classics. Now, digital marketing is all about social media marketing, especially on Facebook, Google+, YouTube, Twitter and other social channels. Newer markets are marketing on mobile, video gaming platforms, smart TVs and wearable devices like smart watch, glasses etc.
- Registration: Registration used to be using e-mail as username, password and a lot of forms to fill but now it is simple and easy with Open authentication and ID. This also helps marketers to know more about user and their social circle. Additionally, it amplifies user activities to their social circle and helps invite more users to digital channels. For instance, some of the world’s leading websites like Food Network and Pinterest use registration based on social media integration. This not only provides users with more flexibility but also helps clients understand their customers better.
- Customer Service: Online chat and phone based customer service are classics. The in-thing is social based customer service. They engage customers and provide service through social/mobile channels. For e.g., British Telecom leverages different social media channels like Twitter, YouTube & Facebook for customer service. Their real-time customer support on social media has reduced time-to-resolution drastically and enhanced the overall customer experience.
- Gamification: Gamification is being combined with loyalty to improve customer engagement and convert customers into advocates of products rather than mere users.
Delivering great experiences to customers through an omni-channel, digital experience is a great opportunity for enterprises to drive an engaging and profitable relationship with their customers. A successful implementation of a digital experience platform requires a holistic view of customer experience, strategic thinking and approach, and above all implementing the right systems and platforms. Have you started?