The pace of adopting digital communications continues to quicken at an astonishing rate. A recent study by Pew Research notes that, while a staggering 92% of millennials in the U.S. own a smartphone, other segments are catching up. Baby Boomers born between 1946-64 are the fastest growing tech adopters, with over 50% using social media on their smartphones, tablets and computers. In addition, MarketingProfs (registration required, summary of Northridge Group research) found that while customer support communication channel preferences vary from generation to generation, they observed a marked shift in preferences toward digital channels.
Gartner’s latest Magic Quadrant for Digital Experience Platforms [paywall] (Gartner, Inc., February 11, 2019) predicts that through 2021, 85% of the effort and cost in a digital experience platform (DXP) program will be spent on integration. That’s partly because Gartner has refined its definition of a DXP, i.e., it is not a monolithic product from a single vendor anymore. Now it is an anchoring tenet in an ecosystem of best-of-breed composition, management, delivery and optimization capabilities that support contextualized digital experiences. It’s also because a DXP is but one piece in the larger mosaic of what Gartner has called the customer engagement hub and others refer to as the digital experience (DX) stack, i.e., the software that powers customer journeys.
Customer communications management (CCM) consists of a set of technologies for managing multiple moving parts to present a cohesive, consistent image for communicating with customers. There is a reason the focus is on customers rather than on company or product or service. Imagine a sports team. Although the main goal is for the players to perform well during games, a lot of behind-the-scenes effort goes into keeping them part of the team. Player interactions with coaches, trainers, staff psychologists, HR, fans, and teammates all affect how a player feels about the team. Every touchpoint pushes the player closer to (loyalty) or further from (indifference) the team. Indifference is dangerous because, given the right opportunity, a player will switch teams. Teams spend quite a bit of money on valuable players ensuring their loyalty. Team owners know that the return on this investment (ROI) is worth it. The same holds true for CCM. Given the right CCM software, you can keep customers happy and engaged. Here’s a look at the five key pieces of CCM that help keep all of your customer communications in sync. Like cogs in a system, the various parts of good CCM software work together as one.
Silos. That most dreaded of institutional ideas, a word that implies your organizational structure isn’t cutting it.
Digital transformation focuses on a process of preparing your company to stay competitive in the marketplace by building the right customer experience (CX) strategy for the future. By combining the right strategy with innovative technologies, your brand will be equipped to quickly adapt to changes in your industry. How can “strategy” best be defined? And how do you measure the success of your digital transformation? Not to over-simplify the process, but one of the key components to an accurate assessment consists of connecting your CX strategy to Key Performance Indicators (KPIs), especially those that your CEO deems most important. In essence, digital transformation for your brand can be summarized with these essential actions: craft a plan for the future; execute on that initiative; and finally, measure that plan to demonstrate its efficacy. Let’s take a look at some issues that will affect your CX strategy in 2019 and beyond.