{"id":48137,"date":"2020-06-30T22:18:17","date_gmt":"2020-07-01T02:18:17","guid":{"rendered":"https:\/\/www.sogolytics.com\/blog\/?p=48137"},"modified":"2021-05-06T06:52:07","modified_gmt":"2021-05-06T10:52:07","slug":"digital-customer-experience-management","status":"publish","type":"post","link":"https:\/\/www.sogolytics.com\/blog\/digital-customer-experience-management\/","title":{"rendered":"Digital Customer Experience Management – The Latest Sales Enablement Function"},"content":{"rendered":"

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.<\/p>\n

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What is digital customer experience management?\u00a0<\/strong><\/h2>\n

Mapping the <\/span>customer journey<\/span><\/a> 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<\/span> formula<\/span><\/a>:<\/span><\/p>\n

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  1. Map out all the touchpoints from the time the notion of the product enters the customer’s head until its use after purchase.<\/span><\/li>\n
  2. Then remove the ones that occurred, or expected to occur, outside of internet connection.<\/span><\/li>\n
  3. Focus your management attention on the touchpoints left behind, investigating how customers activate these through mobiles, desktops, and other digital devices.\u00a0<\/span><\/li>\n
  4. DXM is the term we commonly allot to the digital customer experience management, as described above.<\/span><\/li>\n<\/ol>\n
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    \"customer<\/p>\n

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    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.<\/span><\/p>\n

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    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.<\/span><\/p>\n

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    Difference between DCX and CX\u00a0<\/strong><\/h2>\n

    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.\u00a0<\/span><\/p>\n

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    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.\u00a0<\/span><\/p>\n

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    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:<\/span><\/p>\n

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