Digital experiences are the collective interactions a customer has with your company through digital technologies. But technology alone doesn’t make something a digital experience.
Reading a PDF version of a document on a company’s website isn’t necessarily a digital experience if it doesn’t offer anything above and beyond what reading the paper document would. Therefore, companies should create digital experiences that go above and beyond off-line experiences.
You can print a user guide and package it with your company’s products, and you can post a basic PDF of the same user guide in the customer support section of your website. But a company focused on creating meaningful digital experiences would add features like:
Embedded definitions that appear when the customer hovers over an unknown term,
Clickable links to related content that allows the buyer to learn more about specific topics,
A thumbs up or thumbs down voting experience that allows the customer to state whether or not the user guide answered his or her questions,
An open-ended text box that allows the customer to elaborate on why they voted thumbs up or thumbs down, and
The chance to engage with your company via live chat if further assistance is needed.
How to build meaningful digital experiences?
Because digital experiences are powered by digital technologies, many companies task the IT organization with leading their digital experience strategy. But while the IT department is full of technology experts who are important partners in rolling out meaningful digital experiences, it’s best that your digital experience strategy is created, implemented, and maintained by a customer-obsessed team. This helps ensure that your digital experiences are designed first and foremost with the customer’s needs in mind.
One common way that companies ensure that their customers have a consistently positive digital experience is by establishing a digital customer experience team. Similar to traditional customer experience teams, digital customer experience (or DCX) teams help define, understand, and shape a customer’s experience across digital channels.
In order to create the right digital experiences for your customers, digital customer experience teams typically include the following roles: an executive sponsor, a digital customer experience leader, a digital analyst, a user experience designer, a digital content marketer, and a marketing technologist.
When launching your digital experience team, it’s best to start small and build from there. Focus your digital experience team on 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.
NICE can help you create quality digital experiences.
One of the best ways to ensure quality digital experiences for your customers is through omnichannel customer support.
Related resources
Any digital channel
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.
