In the evolving landscape of Digital Customer Experience (DCX), moving from an Operational (Level 2) to a Strategic (Level 3) maturity level is pivotal for businesses aiming to deepen customer engagement and leverage data-driven insights. At this juncture, companies will often see significant returns on their digital experience investment. Here, we outline a roadmap for organizations ready to elevate their DCX from operational efficiency to strategic innovation.
At the operational level, organizations have established a solid digital presence, with strategies that include multi-channel marketing, basic personalization, and data-informed decision-making. Despite these advancements, companies at this stage may still experience challenges in creating seamless cross-channel experiences and fully leveraging customer data for insights.
The strategic level is characterized by a holistic approach to the digital customer experience, with advanced segmentation, integrated multi-channel strategies, and the beginning of AI-driven insights. Organizations at this level not only understand their customers' behaviors and preferences across channels, but also anticipate needs and personalize experiences in real-time.
Real time personalization at this stage can come two forms:
- Relevant Blog Content
- Relevant Support QA
The biggest investment companies need to make when upleveling to strategic is to invest in their data strategy. At this stage, companies need to have a centralized source of truth that often comes in the form of a data warehouse. The data warehouse will ingest data from all data sources and distribute it to all destinations. This ensures that all downstream tools, (CRM, Email Marketing, Analytics) all say the same thing. These companies have data teams that build complex reporting and have a 360º view of the customer profile. Upgrading your analytics capabilities will consolidate and interpret customer data from all touchpoints.
Personalization should not only include a bit of information about the user, but be personalized to align with their current customer journey. For instance, if a customer takes a look at your pricing page, you should have an automated message from a sales rep asking if they had any questions about pricing and/or features.
As an organization transitions from level 2 to level 3, it is likely they will want to make their content accessible to more people. This often requires further investment into localization so people of other languages can read their content, as well as ADA compliance for the visually impaired.
Organizations will regularly analyze performance data from all channels to identify opportunities for improvement and to further optimize the customer journey. This includes A/B testing, customer feedback loops, and strategy adaptation based on evolving customer needs and technological advancements.
At this point your organization would also begin to incorporate artificial intelligence (AI) and machine learning technologies to automate personalized customer interactions. AI can help analyze customer data at scale, predict customer needs, and deliver tailored content and recommendations across all channels.
Transitioning from an operational to a strategic DCX maturity level empowers businesses to not just respond to customer needs, but anticipates and shapes them. This journey requires a commitment to advanced data analytics, omnichannel integration, AI-driven personalization, and a culture of innovation. By embracing these strategies, organizations can achieve a competitive edge, delivering experiences that truly resonate with their customers.
For businesses seeking guidance on advancing their DCX maturity, partnering with experts like Outliant can provide the insight and support needed to navigate this complex but rewarding transformation.
Did you know that 74% of buyers are significantly influenced by their digital experience when making a purchase?
In today's digital era, enhancing the online customer journey is crucial. In our Live Webinar, you will learn from foundational practices to setting digital trends, and gain the strategies and insights needed to position your business for success in the digital world.
As a partner at Outliant, an agency committed to assisting organizations in generating digital revenue, Austin Kueffner has played a pivotal role in helping numerous organizations elevate their digital customer experience (DXC). The brands he has worked with span from well-funded startups to 1000+ location franchises. While the digital customer experience varies across companies, the process to build out a world-class experience remains consistent. Austin looks forward to sharing everything he has learned so far with others.
Identify your current stage in the 5-stage journey to avoid common roadblocks.
Elevate customer engagement, boost revenue, and mitigate customer dissatisfaction with proven strategies.
Leverage data-driven insights to fuel growth, customer loyalty, and positive online reviews.
Access our webinar on how to upgrade you can upgrade your DCX and generate more revenue.
View On-Demand