Building, implementing and optimizing a successful digital customer experience is challenging. It takes significant organizational commitment, planning, resources, and requires a steady hand in governance that is difficult to cultivate. Yet building a seamless DCX should be priority 1 for your company, regardless of size, scale, or industry. Below are 5 reasons businesses often struggle to maximize the digital customer relationships:
Inconsistency across channels
Perhaps nothing is more disruptive (in a negative context) to an experience than asymmetry. Far too often, radical variability exists within a company’s digital ecosystem. Inconsistency in branding, content, functionality and/or performance all negatively impact the effectiveness of your digital relationship with the customer.
Consumers use an average of ~ 6 touchpoints prior to making a buying decision. People are finding you, re-finding you, and validating you through a multitude of channels and devices. It's critical you’re consistent in message, design, and capability.
It’s good hygiene to do recurring audits of all your digital channels to ensure alignment.
Not using the RIGHT analytics
Many companies are just starting the scratch the surface of their analytic capabilities, and most aren’t very good at it. It can prove quite difficult extracting valuable, actionable metrics to support decisions in how you engage your customers digitally. But it’s really important you do.
Neutralize the fog of extraneous data by defining clear KPIs prior to introducing any analytic service or campaign. Then you can focus on the important information that can effectively inform business decisions.
Remember, DCX is a continuum, and content, design and technical approaches need to be constantly shaped by relevant, up-to-date data.
Absence of user feedback (or failure to act on it)
Using customer feedback is a critical aspect in creating and maintaining effective digital experiences. Yet most organizations fail to do it regularly. Beyond surveys and focus groups, establishing a clear reflection of the voice of the customer shared across channels is critical.
Explore integrating VoC platforms into your technology suite to facilitate automated capture of user feedback. At a minimum, incorporate regular surveying to ensure you are factoring customer feedback in your digital strategies.
Lack of compelling content
Despite being a critical determinant of success in digital experiences, content is often still an afterthought when managing digital properties.
Companies commonly struggle with inconsistent, irrelevant or non-compelling cross-channel messaging, creating experience gaps that ultimately impact the customer.
Marketers are aware of this problem. According to eMarketer, 46% surveyed flagged it as their key focus in CX optimization. But building the institutional discipline or strategic base to produce valuable content is lacking.
A good place to start is by building a comprehensive content plan. This will identify content types, message strategy and distribution processes, which will provide a proper footing for compelling content.
Lack of personalization
Personalization has been hot for several years now, yet so few companies effectively implement it. Why? Well for starters, it’s not easy. Successful personalization requires a fairly mature digital portfolio; chock full of gleaned insights, captured data, sound strategy and technology.
But it’s also extremely important. Customers want efficiencies in their digital transactions, and want an experience tailored to their preferences and prospective needs.
With many of the predominant CMS platforms providing tools to support personalization, it is getting easier on the technical front. Start with setting a foundational set of personalization rules for priority experience touchpoints. From there, start exploring technical extensions that are actionable and measurable.