Designing CX for Digital, Leveraging Data
Customer experience (CX) management is a much-fashioned, highly-flavored word these days, especially in the context of digital transformation. I have been coming across many software product companies in the CX space, some even with vertical specializations. IT services companies have been delivering CX projects around large application platforms. Even conversations about AI highlight CX as a major use case.
CX is a low hanging and an easy to access gateway to the fortress of digital because transformation done on customer-side of the business is likely to have more impact in terms of customer satisfaction and retention. That’s why for many companies it is the initial port of call for digital transformation.
Until recently, technology in CX used to be about contact centers and CRM with an added omnichannel thrust.
The surge of digital consumerism has pushed customer experience (CX) management to what is known is ‘digital-primed CX’, CX that is powered and enabled by automation, chatbots, analytics, augmented reality, machine learning, and artificial intelligence.
A report by Dimension Data on Customer Experience Benchmarking reveals that the number of customer interaction channels will grow from nine to eleven this year. The top channels that are taking volumes away from traditional ones are virtual assistant (chatbots), IM, mobile apps, video chat, and IoT.
In the digital world, organizations deliver digital services and operations. CX has to be designed around three simple principles: simple, immediate, and individualized. Further, if CX is a journey, then it must be consistent through the journey. According to IDC, the design principles of CX include the following: Designed to disrupt— focus is not to problem solve, start designing zero-base, create new outcomes for customer engagement Digital velocity— frictionless and realtime, hyperdigital interactions/ transactions End-to-end adoption— seamless experience, personalized, ops and service should be cross-functional (not siloed), create composable value chains Scale and agility together. Capacity to scale fast without losing agility But technology in CX goes beyond customer interaction mechanisms or channels. Data plays a central role in getting successful CX outcomes; there are various usecases where CX efforts were primed using the power of data and analytics. For this, the organization needs to be data-driven, which by itself is a technology-heavy part. The essential technology ‘nuts and bolts’ are open source, microservices, serverless applications, IP, and Spark (an opensource performance cluster computing framework for big data workloads) amongst others.