A myth is not only a traditional story that involves gods or heroes (as explained by the expert Joseph Campbell). It can also be defined as a set of beliefs accrued around a phenomenon. Beliefs that - more often than not - prove to be false or inaccurate and perpetrate just because people continue to talk about them until you believe they are real. Customer experience and digital transformation are surrounded by such unproven opinions. In an economical scenario bound by uncertainty, companies struggle to understand what is going on, so they end up nurturing misbelief. Here are the 5 most common myths about digital customer experience.
You can easily see how things are changing around us: mobile and digital are reshaping the way customers connect with brands, and companies need to rebuild their strategies from scratch. The rise of new markets - with China slowly becoming the land of innovation - and the birth of new disruptive technologies - Internet of Things, beacons, wearables and Apple Pay just name a few - mean that digital transformation is not an option anymore.
If you wish to survive in a market where the power has shifted from brands to customers, and people demand not only a product or service but also a compelling experience, an amazing journey, it is an imperative that you accelerate your digital transformation now. This revolution is so fast and huge that too many companies and entrepreneurs still seek shelter in old myths and business models. They hide behind thoughts like “We don’t need to change”, “We don’t have such a competitors”, “Nobody is complaining so far” and they slowly - but inevitably - approach the downfall.
If you want to be the first choice in your customer’s mind, and avoid the risk of slipping out of your time, you should put these 5 false myths about digital customer experience aside:
DCX is just a short trend: someone could say that digital customer experience is just a fad, one of those trends that every now and then grow and die as a meteor in the economic scenario. The influence of mobile on marketing strategies and the dawn of the Age of the Customer are enough to understand that DCX is not destined to fade away. We are living in the midst of a revolution and digital transformation is happening right now - not in the future.
DCX is customer service: to confuse the experience with the service is a mistake. Customer service is just part of the process - usually the final, post-conversion one. The overall experience should be managed at a higher strategic level, because it implies decisions at the different stages of the customer journey: from awareness, to consideration, to purchase decision.
DCX is all about data: we always stress the importance of big data to decide the best actions in the actual scenario. But analyzing data is not enough: new technologies mean the opportunity to know your customer at a deeper level, but you need to be able to scan through a huge amount of information to separate what it’s useful from what is worthless. The ability to measure and turn data into actionable strategies makes the difference.
DCX is marketing: even analysts sometimes reduce customer experience to a simple action you could add to your marketing mix. They miss the target: it is not about offers, discounts, coupon and push notifications. You should always put your brand identity and your client on top of your strategy, trying to connect both with the promise you deliver and the story you narrate. DCX is a journey, not a single action.
- DCX is expensive: digital transformation means innovation, that often requires internal reorganization. It involves people, business models and strategies, so you might be tempted to not get in the game and think that the best change for you is no change at all. Wrong. Improvement may not be inexpensive but, if you get stuck while the world around you spins at a faster pace, you will find out - probably too late - that the final cost will be much higher. You will lose competitiveness and ultimately become ineffective and inadequate in a world in a world that developed more than you.
If you want to ensure a strategic advantage to your organization, learn about the DCX 7-Steps Checklist crafted by Neosperience, with requirements and insights for a successful digital transformation.