As organizations focus on accelerating their digital transformation goals, they need to equally expand their XM efforts.
XM efforts impact the success of all digital deployments, and today, the definition of a
successful digital transformation is defined by how well it meets the developing needs of the people who are involved. Experience Management is a discipline that allows organizations to continuously learn about customer insights, leverage these to target the right people in the right way at the right time, and rapidly adapt to the flow of actionable strategies. As a foundation for impactful XM, here are a set of emerging practices for enterprises to accelerate their digital transformation efforts:
Always active listening
Having a digital open door is essential for the brands looking to engage in conversation and keep it meaningful for customers, employees, and partners. It’s crucial to allow people to share whatever they think at the moments they wish to, and in the form that they feel would be appropriate. By providing simple access to on-demand listening posts, across apps, websites, intranets, chatbots, and partner extranets, businesses can discover insights they didn’t even wish to know.
Enterprises typically serve up similar feedback requests and notices to everyone. This made sense when companies had little information to function with, but the digital world provides a lot more meaningful and contextual data. By tapping into the context of employees, partners, customers, digital journey, organizations can derive extra actionable insights. Companies should identify what they wish to learn from diverse segments of people at meaningful moments along their digital journeys. These behavior-based requests for feedback are likely to be far more relevant to app and website visitors, making those people more likely to engage.
In today’s unpredictable climate, there is a short shelf life on insights. Enterprises must enable a system to pivot well based on data to respond to the real dynamics in the marketplace. Considering the volume of data produced in the digital environment, data analytics need to be automated and predictive, while the priority remains in resource management and action-taking. Brands need to leverage customer insights from digital channels to fuel experience optimization, product innovation, and move at lightning speed to ensure that their teams have access to all these insights in near real-time.
Data without insights remain meaningless, and insight without proper action is pointless. That’s exactly why organizations need to create a robust system of action where teams have easy access to the required insights that empower them to take meaningful and immediate actions.
Most brands rely on their digital CX efforts to track measurements, but leading businesses integrate their digital insights with workflows that are specific for taking actions based on the insights.
Competition is stiff in today’s omnichannel world – a single view of the customer, one that transcends individual touchpoints remain critical. In order to thrive, every brand must have a single system of record that can combine and effectively maintain operational and experience data across the well-distributed touchpoints, regularly working to build rich profiles that provide insights across each customer’s journey.
These insights enable brands to uncover the moments that remain the most disruptive to the customer and prioritize process improvements based on the impact on key metrics, including repurchase and churn.