The Art of Digital CX

Philip Enders ArdenSeptember 14, 2022

Sun Tzu Said:
A clever fighter is one who not only wins but excels in winning with ease.
(The Art of War IV:11)

The Art of War has been applied to almost any area of life you may think of, from business to parenting and from gardening to space exploration.

In the realm of customer experience, particularly digital CX, the words of Sun Tzu often ring true. The quote at the top of this blog specifically applies to high maturity CX programs. Where almost every brand has ways to resolve customer issues, building a CX program and advancing through the stages of CX maturity makes it possible to earn customer wins with ease.

How can you become a “clever” CX practitioner or leader? We can help.

It might not be as influential as The Art of War (yet), but our recently released guide to digital CX maturity is a powerful tool designed to help you and your business reach the highest heights of what’s possible with great CX.  In this blog, we’ll share some of the insights from the eBook and explore a few innovative ways to level up your web and mobile CX.

Why Connecting Your Data Is So Crucial to Digital CX

Sun Tzu Said:
The general that hearkens to my counsel and acts upon it, will conquer: let such a one be retained in command! The general that hearkens not to my counsel nor acts upon it, will suffer defeat—let such a one be dismissed!
(The Art of War I:15)

All Digital CX is based on connection. To get the full benefit of CX efforts on web, mobile and other digital channels, you must tear down silos and divisions that keep customer feedback only in one part of your business.

In our maturity model, we explore three stages from “diagnostic” to “strategic listening and closing the loop” to “strategic insights.” No matter the stage your business is in, you will find more success by keeping a consistent experience across channels and by sharing customer feedback across the organization.

Even in early-stage CX programs, this greater connectivity can make it easier to identify where gaps exist in your customer engagement efforts and what differs between positive and negative engagements.

The cost of falling short on digital CX and the benefits of success are particularly apparent. With the ease of accessing digital channels only growing with time and 32% of customers reporting that a single bad experience is enough to push them to one of your competitors, digital CX can make a significant difference on your business’ bottom line (PWC).1

Don’t miss out on identifying where these bad experiences happen, as those are often the first places to find quick wins.

Mature Beyond Manual, One-off Customer Feedback Efforts

Sun Tzu Said:
Now the general who wins a battle makes many calculations in his temple before the battle is fought. The general who loses a battle makes but few calculations beforehand!
(The Art of War I:26)

To move up the stages of CX maturity, it’s critical to think about how your business manages surveys, unorganized feedback and the other ways customers provide information about the customer journey. Unfortunately, the status quo for this is relatively manual.

To truly thrive, you need intelligent systems that can automatically consolidate customer feedback across the business. In early stages like the “diagnostic” stage that we discuss in more detail in the eBook, businesses can triage issues and identify areas for quick wins by looking at where the experience breaks.

Compare this with higher maturity organizations, who can use powerful software to create a model of customer behavior and even predict how changes to the customer journey will impact the overall experience.

No matter where your digital CX program is today, Verint has found that reaching the final maturity stage of “strategic insights” can have enormous impact on your organization’s success. A better understanding of how different parts of your organization interconnect and how customers experience different channels can help even advanced teams build better experiences.

How Mature Is Your Digital CX?

Philip Enders Arden Said:
The person who harkens to this eBook and acts upon it will increase the effectiveness of their digital CX program: Let such a one be retained in command!
(Me, just now writing this blog)

The digital customer experience is constantly changing for customers, for brands, and even for the digital landscape itself. Getting these digital experiences right can make all the difference for your business.

Not only can higher CX maturity pay dividends in customer loyalty and word of mouth support, it also empowers brands to see triage areas that need improvement, create predictive models, and share deep and strategic insights across the business.

If you’re ready to take the next steps to leveling up your CX maturity, particularly on digital channels, our eBook: How Mature Are Your Digital Experiences? is a great place to start.

1 PWC, The Future of Customer Experience https://www.pwc.com/us/en/services/consulting/library/consumer-intelligence-series/future-of-customer-experience.html