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How to establish a digital experience team.
While customer experience (or CX) is the aggregate of interactions between a customer and an organization, digital customer experience (or DCX) is limited to the interactions a customer has via digital technologies. And because every interaction a customer has -- whether online or offline -- shapes their impression of a brand, companies are increasingly forming dedicated digital experience teams.
What is a digital experience team?
A digital experience team helps define, understand, and shape a customer’s experience across digital channels. Examples of digital channels include websites, mobile apps, and social media platforms. In addition to building a strategy around digital experiences, digital experience teams also regularly evaluate new technologies that will advance the organization’s digital customer experience.
Launching a digital experience team.
When establishing your digital experience team, it’s best to start small and build from there. Ensure that your team has a short list of specific projects with measurable outcomes. This will allow your digital experience team to achieve a few quick wins with quantifiable business value.
How to staff a digital experience team?
Whether you fill the roles on your digital customer experience team with current employees, new hires, or consultants, these are some of the responsibilities of the team:
Digital analyst
The digital analyst maps the customer journey through digital channels, identifying opportunities for improvement and quantifying their business impact.
Digital content marketer
Based on the digital buyer journey, the digital content marketer leads the creation of content at each touchpoint.
Digital customer experience leader
Usually reporting to the executive sponsor, the DCX leader sets and executes the team’s strategy and leads the day-to-day activities required to execute the digital experience strategy. The team members below typically report to the digital customer experience leader.
Executive sponsor
Typically a vice president or c-level employee, the executive sponsor is an advocate who provides the leadership commitment necessary for a digital experience team to be successful. This includes securing adequate resources, ensuring cross-functional collaboration occurs effectively, and providing regular updates to the executive team and board of directors. Marketing technologist
This marketing tool and technology expert executes the digital experience team’s plans.
User experience (UX) designer
A UX designer is responsible for the overall digital user experience including information architecture, design, and performance.
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Your customers are trying to reach you for service on digital channels – even if you’re not there yet. How many SMS text messages go to your call center phone number with no response? Who’s trying to find you on Facebook, Twitter, or WhatsApp and not finding you? Now with CXone it is easy to provide digital-first omnichannel service in all the channels your customers expect.
Personalized digital interactions: deliver native experiences in each of 30+ messaging channels, such as rich media, emojis, and other collaboration tools.
Simple to Activate: pre-integrated channels make it easy to offer to customers and agents.
Easy to Say “Yes”: simple packaging removes barriers to offering all channels to customers and agents.
Empowered agents
CXone empowers all your agents to deliver a true digital-first omnichannel customer experience by simultaneously combining all customer interactions in one intelligent inbox across multiple digital channels and voice for agents to select ("pull"), while dynamically prioritizing the most time-sensitive or real-time interactions according to service levels ("push"). All delivered in a single application – complete with full customer context, journey history, and sentiment.
Single Interface: one inbox for all digital messaging and real-time (voice/chat) channels – retaining native experience of each messaging platform.
Agents in Control: ‘pulling’ work in natural flow, while dynamic prioritization maintains SLAs – and prevents ‘cherry picking’.
Customer Card: full customer context, journey and conversation history, plus sentiment.
Holistic management
With CXone, omnichannel interactions are managed holistically, from agents to supervisors and beyond. Integrated workforce optimization, analytics, automation and artificial intelligence across digital and voice interactions ensure complete management across contact center operations.
