Ramble through the fields of digital transformation
Never can be emphasized enough the role of digital experience. Come with us to understand the deeper meaning of this and some related terms in order to use them properly in practice! Advices and best-practices below!
The digital ‘experi-sense’
No secret we all live in a digital era among terms like ‘digital experience’, ‘digital customer experience’, ‘digital transformation’, etc. and day by day we learn new ones. All of us know or suspect the meaning of these thanks for the daily experiences as a user via internet and the common sense (something we called ‘experi-sense’) but sometimes it’s easy getting lost in the deeper interpretation of these. Let’s take a journey around them!
What does ’Digital Experience’ mean?
A digital experience (in a shortly form ‘DX’) is an interaction between a user (e.g. customer, partner or employee) and an organization (in digital business context it’s usually a company) that is possible only because of digital technologies. So three key components are needed for the appropriate ‘digital experience’:
- digital platform (website, mobile app, smart device, etc.) which provides interactions between
- the single user and
- the organization (company).
The technology only itself isn’t enough for a digital experience. A scanned (so digitalized) document functions as a piece of paper till we create a digitally enhanced pdf with cross-references, right-click definitions, auto-translations or digital signatures. And that’s the point: this process isn’t an IT-driven initiative; it serves the customer needs. The main issue is how to solve user’s problem through services across channels in a practical, valuable way. So we can talk about digital experience if the digital platform, the system helps us saving time and offers a real digital solution, for example simply, user-friendly single dashboard where we find all of the informations are needed by a click instead of complicated manual searching.
What about ‘Digital Customer Experience’?
Digital experience and digital customer experience are very related terms: both assume connection between user and organization but let’s focus on the difference. Digital experience (shortly ‘DX’) is a broad category that encompasses many digital channels that businesses need to manage today. DX is about single interactions and individual touchpoints, whereas digital customer experience (‘DCX’) is the sum of all digital interactions and touchpoints (user interface, mobile responsiveness, design, communication methods, delivering real time data) that a person has with an organization.
4 Common concepctions about Digital Customer Experience
- Customers doesn’t care about digital. They only want to connect companies in the most convenient way is possible, regardless of channel because nowadays there aren’t a clear line between online and offline - channels merge and intersect throughout the customer journey.
- DCX isn’t about technology and strategy. In case of DCX culture always outweighs strategy. Companies with the right technology still need to develop a customer-centric view of their business in order to improve digital customer experiences.
- DCX isn’t about sales and marketing. Digital experience platforms focus most of their resources on sales, marketing and commerce but customer service, retention of loyalty and enhancement of engagement are just as important as the former. Always check the big picture and analyze the holistic customer lifecycle, all part of the customer journey.
- DCX isn’t limited to digital-only brands. All brands need to become digital businesses if they want to participate in the digital economy. In case of digital and originally non-digital brands, the properly used digital technologies can drive revenue and growth as well.
How to start using these in practice?
There is no one-size-fits-all approach to begin a digital customer experience strategy because customers and characteristics of businesses are individual, so every step depends on the needs of the target audience. However, there is one thing we put it first - consistency, which absolutely supports the DCX because customers expects unified and smooth experiences.
For example when they begin filling out a form online, want to continue on mobile phone but they have to start over again because uncoordinated platforms, the results are poor experiences and frustration which make them to leave. So consistency takes integrated IT and consolidated internal processes, often with the use of a digital experience platform (‘DXP’).
If you want to know more, explore the developer friendly yet business savvy Liferay Digital Experience Platform, which helps you:
- Creating experience and business models on the same platform
- Unifying your entire customer journey
- Connecting all your audiences
Let the real digital transformation happen and request a Live Demo which shows you how Liferay can help you evolve your digital strategy!