Tag: DXM

Digital Experience Platform Trends in 2018

Posted by on January 02, 2018

2018-dxp-trends

The digital experience has changed a lot throughout 2017 and it’s going to continue growing and expanding in 2018. Here are just a few of the trends that companies can expect — and that they should consider following.

The Digital Experience Will Become More Important

Digital Experience Platforms (DXP) are no longer optional, especially for large companies and companies with broad demographic reach. Once only seen in the largest of corporations, digital experience platforms are now filtering down to small-to-midsized businesses that need to remain competitive within their market spaces.

Throughout the last few years, user experience and customer journeys have become key. But many companies have not yet moved over to a unified digital experience. Digital experience platforms are going to become more popular and more important, as businesses work towards developing their strategies and making use of the large volumes of data they have collected.

An Increased Focus on Micro-Interactions

Micro-interactions make it easier to track buyers across their journey. By incentivizing customer progress and breaking up the journey into a multitude of small steps, an organization can better control the path that a customer travels. Smaller, incentivized steps make customers more likely to continue on the journey, in addition to making it easier to determine when customers lose interest and fail to convert.

Just a few years ago, scrolling “one page” displays became a popular method of delivering content media, as companies found that customers were compelled to continue their journey as long as new content was readily accessible. Similarly, micro-interactions feed a customer constant feedback regarding their interactions, thereby promoting continued interaction and avoiding situations in which the customer might have to wait.

Omni-Channel Consolidation

In order to optimize their processes, businesses need to consolidate their data. Companies can no longer track the multitude of different platforms and services their customers may use to interact with them. Consequently, omni-channel consolidation is going to become more popular, with as-a-service consolidation tools paving the path.

Subscription-based, cloud-based channel consolidation tools make it easier for organizations to manage all of their interactions with their customers, rather than seeing their interactions on a granular, per-platform basis. This gives a fuller picture of customer behavior, which leads to sharper, more accurate analytic data.

Agile Product and Service Development

Companies are going to need to pivot faster in 2018. In order to adjust their customer experience, they’ll also need to adjust their products and services in a rapid-fire way. Rather than a traditional, iterative production work-cycle, companies are going to find themselves balancing a lot of moving parts, constantly testing, improving, and optimizing their solutions.

This will create further need for advanced project management and data management suites, as companies are going to have to track not only the changes that they make to their environment and services, but also the results of these changes. Companies are going to have to become ready and willing to immediately respond to customer needs, creating not only responsive platforms but responsive cultures.

“Fog” Computing Will Give Rise to “Fog” Data

On the periphery of every network today are now Internet of Things devices. Not only are smartphones and tablets connected to networks, but so are televisions, coffee pots, and thermostats. These Internet of Things devices are going to broaden and expand in 2018, including wearable devices and augmented reality devices.

“Fog” computing is the term given to computing on these IoT devices, but these IoT devices will lead to something more interesting: fog data. Customers will be able to interface with a number of companies on their smart devices, and these companies will be able to transition the customer experience not only to the fog, but also the cloud.

Smart watches and augmented reality glasses will both represent opportunities for companies to continue to engage their customers, ushering in a new era of responsive devices. And just as companies today can take advantage of special phone features (such as native alerts), these IoT devices will come with additional functionality.

Overall, it’s all going to be about the data. Getting more data, processing it, and consolidating it — all to create a better user experience from start to finish.

Streamline Customer Engagement with Digital Experiences That Deliver “Wow!”

Posted by on October 25, 2017

impressed man

Creating a “Wow!” customer experience may be the Holy Grail for marketers, but it truly is achievable when you have the right strategy and tools in place. Customers and employees today have incredibly high expectations, and if your digital marketing isn’t living up to their standards then it’s time to make a shift. The first step in exceeding your customer’s dreams is to work on internal functionality and ensure that your digital strategy and platforms are in alignment. You’re much more likely to have delighted customers when your employees are able to be effective at their daily tasks — something that can be difficult with a variety of disparate systems and legacy technology. See how pulling everything together will help you get to “Wow!” experiences for every customer.

Digital Customer Experience

How can you create an exceptional digital customer experience if you’re not aware of the various facets involved in customer satisfaction? Each time a customer interacts with your brand, they expect consistency of message, offer and interaction. This means that someone visiting your Facebook page, Twitter account and website should all see an offer that’s logical for that particular delivery method — and the same goes for customers calling your establishment. Imagine the confusion if you’re a customer who clicks through a Facebook ad that has a specific offer, yet the link sends the customer to the website homepage and the offer they wanted is nowhere in sight. This is a simple example of a poor digital experience, and one that customers are likely to repeat to their friends and family. In some instances, customers will even take to Google, Yelp, your Facebook page or tag your Twitter account in an effort to get the offer that they wanted. If the individuals responding on each channel are inconsistent in their followup messaging, it’s not inconceivable that you could lose a customer for life. There are simply too many alternatives for most businesses to take a chance on providing a poor customer experience.

Customer Experience Strategy

When you assign a strategic focus at a high level of the organization, you’re more likely to raise awareness of executives and mid-level managers or directions. When you engage at all levels of the business, it’s clear that leadership is serious about improving the overall experience for customers. With a mashup of legacy systems that may or may not work well together, IT leaders need to have a firm understanding of where the business needs to go at a strategic level before introducing additional systems. No digital strategies are the same, but many consultants recommend starting with what you can sunset: perhaps there are systems that only serve a small subset of employees or customers, or systems that are taking more time and effort to maintain with each patch that is applied. These are the low-hanging fruit that can be identified for deprecation while you look for other logical opportunities for consolidation.

Critical Execution

Even the best strategy cannot create remarkable customer experiences if execution is not there. It takes the right people in the right places — and the right partnerships — to take full advantage of the benefits that digital strategy can bring to your organization. While there may be a movement within the business to take things slowly and bring on only a small adjustment at a time, change leaders argue that transformational change happens when the organization as a whole is onboard and focused on how to drive improvements in each customer interaction. As you move through execution, monitor the change through effective monitoring of quality and remediation of any deficits.

Measuring Success

A key challenge that many customers face is ensuring that they’re using the right yardstick to measure success. With the plethora of metrics and data points available, it’s more important than ever to select actionable metrics that will improve customer engagement and happiness when they’re shifted. These analytical measures are different for each organization, but many companies find that metrics such as bounce rates, time on site and pages viewed are effective measures to optimize a website, while time on call or purchase size are good measures for call centers. However, it’s important to note that a low time on a call isn’t necessarily a good thing — this could indicate that customers are not being nurtured in the way that they could be. Each metric should be considered along with others instead of in a vacuum. It may surprise you how many organizations find that different business units are using completely different measures of success for essentially the same metric.

A trusted vendor partner can help you stay accountable to your strategy, maintaining execution timelines and helping solve for the unexpected complexities that will occur throughout the life of the project. At Rivet Logic Corporation, we target all steps leading up to customer experience to help define excellence in each interaction. Contact us to learn more.