What defines a good digital customer experience and service? What does it look and feel like?

1. What defines a good digital customer experience and
service? What does it look and feel like?
‘In commerce, customer experience (CX) is the product of an interaction between an
organization and a customer over the duration of their relationship.’
1
Ian Roddis, United Kingdom

2. To answer the question
I will:
1. Offer a definition of ‘Digital’
2. Define relevant Measurement Points
3. Talk a little about Customer Experience and
User Experience Design (and Service Design)
4. …and the customer journey
5. …and then offer an answer to the question
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3. Defining Digital
1. Strategy
• Governance (decision making
& risk management)
• Focus (concrete actions &
agreed priorities)
• Staffing and structure (inner
& outer digital teams)
2. Culture (internal & external)
• 24/7
• Responsive and engaging
(and personalised)
• Empowered
• ‘Shared’!
3. Experience
• Web
• App (Mobile)
• Social Media
• Email
• Webchat/IM
• Telephone
• Paper/letter
4. Technology
• Mobile
• PC
• (interactive) TV
3
5. Analytics
• Measurement points
6. Process and workflows
• Streamlined
• End to end
• Empowered customer
service agents
7. Systems
• CRM
• Product database
• Security (authentication
and authorisation)

4. Defining Digital
1. Strategy
• Governance
• Focus (and concrete
actions)
• Staffing and structure
(inner & outer digital
teams)
2. Culture
• 24/7
• Responsive and engaging
(and personalised)
• Empowered
• ‘Shared’!
3. Experience
• Web
• App (Mobile)
• Social Media
• Email
• Webchat/IM
• Telephone
• Paper/letter
4. Technology
• Mobile
• PC
• (interactive) TV
4
5. Analytics
• Measurement points
6. Process and workflows
• Streamlined
• End to end
• Empowered customer
service agents
7. Systems
• CRM
• Product database
• Security (authentication
and authorisation)
Transparent
and agile
(and easy to talk about)
Legacy and
embedded

5. Defining Measurement Points
1. Web and mobile
• Visitor activity (visits, repeats)
• Functional usage (micro conversion)
• Conversion (%) along the journey
• Internal search
• External search (SEO)
• Task completion (micro-conversion)
• Site usability
2. Social
• Fans/followers/likers/subscribers
• (Referred) traffic (social > web)
• Engagement/interaction (i.e. RTs,
shares etc.)
• Sentiment (Brandwatch +)
3. Site quality and performance
• Standards compliance
(including https)
• Server response times
• Server availability
4. Email
• Inbound (Response times
and satisfaction ratings)
• Outbound (Open rates and
click thrus, bounce and
unsubscribe rates, social
shares and forwards)
• Conversion
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5. Human
• Webchat
• Telephony

6. A little on CX, (UX and SD)
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Customer experience design
• Customer service
• Brand
• Product, pricing & sales
process
• Delivery
Service design
• Transactional in nature
• Systems dependent (?)
• Process & workflows
User experience design
• User needs
• Usability
• User interface
• (Content strategy)
• (Information Architecture)

7. The customer journey
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• Websites
• Information
• Transactional
• Sign-in (Authenticate and Authorise)
• Apps
• Social Media
• Email
• Webchat
• Voice

8. The customer journey
8
Nodal conversion points that will stay constant through website changes.

9. The customer journey
9

10. The customer journey
10
The Design (and Build)
• Customer journey
• Information Architecture (on and offsite
e.g. different Twitter accounts (Help?))
• Sitemaps (web build)
• Wireframes
• Content strategy
• Workflows (transactional, database
fields (if need be)
…and after launch
• Measurement (as above)
• A/B and Multivariate testing
• Sentiment

11. To answer…
1. A Vision
• Based on an
understanding of the
customer (through
listening and engaging
with them)
• And a true understanding
of the organisation
2. A clearly understood and
shared journey
• That can be used
internally and externally
• That reflects and realises
the brand
3. That is measurable…
…and measured
• With feedback loops
built in
• That is real (i.e. designed
and built digital
experiences)
• That is reviewed and
revised according to
need.
4. Built with best practise
CX and UX design
principles (that is
Responsive & Accessible)
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What defines a good digital customer experience and service?

12. To answer…
1. A Vision
• Based on an
understanding of the
customer (through
listening and engaging
with them)
• And a true understanding
of the organisation
2. A clearly understood and
shared journey
• That can be used
internally and externally
• That reflects and realises
the brand
3. That is measurable…
…and measured
• With feedback loops
built in
• That is real (i.e. designed
and built digital
experiences)
• That is reviewed and
revised according to
need.
4. Built with best practise
CX and UX design
principles (that is
Responsive & Accessible)
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What defines a good digital customer experience and service? What does it look and feel like?
4. To the customer
• Like a dance where your
partner anticipates your next
move
• Like it was a human
interaction where you are
satisfied (even if the
outcome is not good…)
5. To the Chief Executive:
• Increased
conversion/revenue
• Increased satisfaction (brand
enhancement)
• Lower cost of service

13. To answer…
1. A Vision
• Based on an
understanding of the
customer (through
listening and engaging
with them)
• And a true understanding
of the organisation
2. A clearly understood and
shared journey
• That can be used
internally and externally
• That reflects and realises
the brand
3. That is measurable…
…and measured
• With feedback loops
built in
• That is real (i.e. designed
and built digital
experiences)
• That is reviewed and
revised according to
need.
4. Built with best practise
CX and UX design
principles (that is
Responsive & Accessible)
13
What defines a good digital customer experience and service? What does it look and feel like?
4. To the customer
• Like a dance where your
partner anticipates your next
move
• Like it was a human
interaction where you are
satisfied (even if the
outcome is not good…)
5. To the Chief Executive:
• Increased
conversion/revenue
• Increased satisfaction (brand
enhancement)
• Lower cost of service
Good digital
customer
experience and
service
Elegant
customer
journey across
all touchpoints
Effective
Measurement
Best practice
design (and
build)
= + +