If anything is trending more than customer experience today, it’s all things digital. It’s no surprise, then, that digitial customer experience management generates plenty of attention. From CX to DXM, you can be forgiven for missing out on one or two acronyms — but you can’t miss the benefits of bringing it all together.
What is digital customer experience management?
Mapping the customer journey to get insight into the customer experience (CX) is an accepted and critical part of marketing strategies. Today online shopping is transforming buying habits at every level. Thus it creates a big subset known as digital CX management that’s jumping to the front of the attention queue. It follows a straightforward formula:
- Map out all the touchpoints from the time the notion of the product enters the customer’s head until its use after purchase.
- Then remove the ones that occurred, or expected to occur, outside of internet connection.
- Focus your management attention on the touchpoints left behind, investigating how customers activate these through mobiles, desktops, and other digital devices.
- DXM is the term we commonly allot to the digital customer experience management, as described above.
Where DXM platforms exist, they are likely at the cutting edge of general customer experience management. It takes into account all customer interactions with the brand online, through apps, social media, and web sites. In a nutshell, it’s an omnichannel look at how customers engage with the company online – as it happens so much of the time these days.
Here’s the big question: Why is DXM so vital that we should single it out for scrutiny? The short answer is because it holds the most significant opportunity for brand differentiation. We outline more in-depth reasons below.
Difference between DCX and CX
Customers, when you get down to brass tacks, don’t care about digital and off-line brand interaction. They just want to get to the end as conveniently and with as much peace of mind as possible. It just so happens that technology is coming at us fast and furiously, and the CX is absorbing it with precisely that goal in mind.
Modern marketing is all about creating meaningful differences that keep customers engaged and moving forward from one touchpoint to the next. The alarm bells start ringing when a touchpoint obstructs customers’ progress, or worse, repels them. Good examples are when websites are difficult to navigate, or a chatbot malfunctions or a landing page lacks relevant content. The net result is that the customer simply gives up, thus throwing his or her interest in the brand to the wind.
Where most businesses go wrong is that they think that CX begins and ends with selling. In their pursuit of these activities, they forget about the other balls in their juggling act – as follows:
- Customer service online
- Customer retention involvement through digital apps and social media
- Engaging prospects through every online option available
Another misconception is that digital CX management only applies to digital products. Not true, because DXM can cover traditional retail or B2B products and services with an online connection.
Let’s look at things with a broader view. By making the digital CX memorable, rewarding, seamless, and convenient – even if the product itself has no outstanding features – adds significantly to the brand value. Companies have recognized that the digital arena lends itself to creating a competitive advantage, especially if the product cannot escape sameness.
If you think that the proposition above is far-fetched, think about this – an excellent example:
- The majority of Hispanics in the USA (i.e., 60 million in number) rely on their mobile devices to search for products and transact once decided. Amongst the younger families, this ratio goes as high as 90%.
- Any enterprise marketing to the Hispanic communities cannot succeed without DXM, considering this demographic’s reliance on digital technology and its impact on its buying behavior.
DXM opens up countless ways for companies to interact with their customers better and more convincingly. Here are a few groundbreaking achievements DXM-centric businesses can claim:
- They can pinpoint whom they’ve reached, when, and how.
- From there, they can manage email communication, website landing pages, checkout experiences, action buttons, social media, and more with purpose and efficiency.
- Inside all of this, they offer seamless access to language translation and geographic customer segmentation in the USA and internationally.
- DXM operators can bring in influencers at the right moments to give impetus to their message.
- Through digital monitoring, they can see if the content is working or not and if it’s personalized enough.
By highlighting DXM as a separate topic doesn’t dislocate the overall customer experience management approach. You must still fit it in with everything else going on with CX so that it’s a natural extension. It’s not like DXM starts here, and CXM takes over the baton. Customers move in and out of both.
Digital customer experience management and big data
One field that gives digital CX a character of its own is its connection to the collection and analysis of relevant data. Data is arguably the “open sesame” to the new roads taking you through established markets. It’s a genuinely valuable asset that can boost revenues and ROI. Data, based on sorting quantitative and qualitative information, gives you insight into customer journeys. As opposed to a whole stream of meaningless digits, emerging patterns are a direct benefit of DXM working as it should in a company.
UX, or User Experience, is a big part of DXM. Nothing turns customers off a digital process more quickly than complicated connection and time-wasting processes. It has to be smooth, hassle-free and gets the navigator through the touchpoints with consummate ease. A good starting point is to zone in on the devices and apps that the audience is most comfortable with. Once that’s in place, you can begin using our software selections to get the best out of them.
DXM is not one technology but many. Companies like Google, Microsoft, and Amazon are influencing its shape and form with cloud options and blockchain adaptations.
Sogolytics and DXM
Don’t look any further than SoGoCX to get your digital customer experience management working to the best of its ability. This company is into every aspect of DXM, including digital UX, and interpretation of data. They connect all the dots so that your virtual platform meets customer needs. They can help you with your front-end services and back-office processes so customers can manage the overlaps if and when they occur.
SoGoCX is a one-stop CX consulting enterprise that will merge any DXM initiatives with everything else going on in customer journey mapping and modifying touchpoints. In short, their team is a valuable resource for all aspects of customer and employee enhancement with brands and the workplace, respectively.