The document discusses the importance of digital customer experience (DCX) for businesses, emphasizing customer journey mapping and the need for a customer-centric culture. It highlights key digital technologies and strategies for improving customer interactions to drive loyalty and operational efficiency. Additionally, it presents a business case for DCX, linking higher customer satisfaction to increased revenue and reduced acquisition costs.

1. Digital Customer Experience (DCX)
Learn about:
• Customer Journey Mapping
• User Journey Mapping
• The Business Case for DCX
The core competency for
digital business success

2. What Digital Masters Do
Digital masters build digital
capability by rethinking and
reinventing their customers’
experience, their business
models and their business
processes
• Use customer journey maps
• Challenge the business
model
• Focus on business process
2 Copyright © 2019 DBizInstitute.org All Rights Reserved
Source: George Westerman, Didier Bonnet, and Andrew McAfee, Leading Digital: Turning Technology into Business Transformation, Boston:
Harvard Business Review Press (2014)

3. Digital Customer Experience
A digital experience is an
interaction between a
customer and an organization -
enhanced by digital
technologies.
Talk with real customers on a
regular basis…
LISTEN carefully!!!
Build a customer journey map
3 Copyright © 2019 DBizInstitute.org All Rights Reserved

4. Digital Business and Digital CX(DCX)
Digital business is mainly about improving
customer experience:
• View the business from the outside-in
• Build a shared understanding around the customer
journey
• CX is everyone’s job – Digital is the future
• DBiz is the means – exceptional CX the end
• Focus on alignment
• Take care of digital CX data
• Build user journey maps for internal customers
4 Copyright © 2019 DBizInstitute.org All Rights Reserved

5. Key Digital Technologies
• SMAC (social, mobile, analytics, cloud)
• Artificial Intelligence (AI), Machine learning -
“Cognitive computing,” e.g., Watson
• Robotic process automation
• IoT
• Design thinking
• Analytics and big data
• Neural networks/deep learning
5 Copyright © 2019 DBizInstitute.org All Rights Reserved

6. Why Map the Customer Journey?
• Create shared understanding
• Improve collaboration between front and back
office
• Focus attention on customer value creation
• Identify opportunities for improvement
• Identify customer centric performance metrics
• Tear down walls between silos
• Note: Build user journey maps to understand
internal customer journeys
6 Copyright © 2019 DBizInstitute.org All Rights Reserved

7. Value Proposition of DCX
• Create value for customers by delivering
enjoyable, personalized experiences that
meet customer expectations
• Increase loyalty, retention and value vs
competitors.
• Build trusted relationships
• Drive operational effectiveness, efficiency
and value.
7 Copyright © 2019 DBizInstitute.org All Rights Reserved

8. Digital Business and Agility
• Obsess around Customer Experience (CX)
• Establish a clear digital vision for DCX
• Start with outside-in thinking
• Create a cross-functional, customer-centric
culture
• Empower the technology group
• Safeguard customers’ trust
• Think big, start small, and have fun
(Experiment )
8 Copyright © 2019 DBizInstitute.org All Rights Reserved
https://www.forbes.com/sites/danielnewman/2017/04/18/agility-is-the-key-to-accelerating-digital-transformation/#51f9b3972775

9. Happy Employees = Happier Customers
Employees who are engaged are more likely to improve
customer relationships, with a resulting 20% increase in
sales.
9 Copyright © 2019 DBizInstitute.org All Rights Reserved
https://www.forbes.com/sites/shephyken/2017/05/27/how-happy-employees-make-happy-customers/#7de97e135c35

10. The Business Case for DCX
• Higher satisfaction drives repeat business,
hence higher customer lifetime value.
• Higher adoption of a digital interaction
drives higher revenue or lower cost.
• Higher satisfaction drives referrals, hence
lower customer acquisition costs.
10 Copyright © 2019 DBizInstitute.org All Rights Reserved
Source: https://www.forbes.com/sites/forrester/2017/01/18/digital-customer-experience-roi-how-to-show-me-the-money/#2d730548e922

11. More About Digital Customer Experience
Digital Customer Experience is a training course
available from DBizInstitute.org and part of a digital
business certificate program.
To learn more about digital
customer experience and
journey mapping, please visit:
www.dbizinstitute.org/certificates/digital-business
11 Copyright © 2019 DBizInstitute.org All Rights Reserved

12. Thank you!
12 Copyright © 2019 DBizInstitute.org All Rights Reserved