Digital Customer Experience: Part 6
Under the banner of the “digital customer experience”, companies are moving full steam ahead to digitalize the entire customer relationship. According to the DCX Study, there is a reason why the digital customer relationship is the most important field of action within the scope of the digital transformation. We talked to two marketing experts, Catherine B. Crowden and Claude Schuler, from BSI about the potential a continuous digital relationship holds.
According to the current DCX study, only every twelfth company has professionally implemented DCX. What is the reason for this, and does that match what you have experienced?
Catherine B. Crowden: Digitalization is being driven by CIOs and CTOs in many places. To benefit customers, the specialist departments – along with the IT department – should design the customer experience; ultimately they are the ones focused on customers. However, it is precisely here where expertise is still lacking in many companies. The discipline is still quite young. Ready-to-go DCX experts cannot yet be recruited directly from universities. In practice, we continuously see how important it is to understand both the customer and the digital touchpoints to know when the customer is likely to make contact, and about what. Digitally sophisticated marketers in combination with digital natives, augmented with the essential experience from their elders, will do very well when it comes to the digital customer experience.
What will it take for companies to follow up on their soapbox speeches about the digital customer view with actions?
Catherine B. Crowden: In addition to technical expertise, cross-divisional processes and insufficient data integration must be dealt with. This involves a craft that must also be driven from the customer perspective. We really enjoy integrating data and systems at BSI. Departments and the IT staff must work together to consider what applications offer the greatest added value to customers and then implement them step by step. A central platform, such as BSI Studio, which brings together all the relevant departments, helps to break down silos to create a 360° customer view across all departmental borders. This is not trivial: it requires that all processes be checked for their digital viability and optimized. BSI Studio helps to overcome departmental thinking and operational blindness, and to design process from the customer view step by step.
What could a digital customer relationship look like in practice?
Claude Schuler: Those who seek to impress customers must know how to use data as a success factor, how to seamlessly depict the relationship with customers and to automate to the greatest possible degree. This is where BSI Studio, our marketing automation platform, comes into play: it makes it possible to service customers completely automatically and to react to their behavior in real time – across all touchpoints and organizational boundaries. Customer stories with digital and physical touchpoints can also be easily configured and managed according to rules on the basis of customer decisions or incidents. A 360 degree data overview and smart steps, such as A/B testing, preferred channels and next best actions, make it possible to optimize the dialogue in real time and to consistently remain a step ahead of the customer. The transition of one story to another, as well as upstream and downstream actions (selection, dispatch, scaling, etc.), also occur automatically in BSI Studio.
Are companies that are still in the starting blocks, or which have not yet done anything, out of the race?
Claude Schuler: Not necessarily! Large companies especially have a major advantage as opposed to SME and startups. They have a lot of data and thereby the best conditions to completely reap the benefits of the digital possibilities. If they take advantage of these, their customer proximity grows; they can more quickly react to changes in the market and impress their customers at crucial moments. The digital customer experience has what it takes to continuously improve the organization, products, sales channels and the marketing strategy. “Didi”, for example, which is the Chinese “Uber”, constantly measures 55 touchpoints to its customer and consistently optimizes them. The entire company is set up around this feedback loop to constantly and quickly learn. Machine learning in combination with relevance and the right timing will distinguish the customer-whisperers of tomorrow.
Other events at which we will present BSI Studio
- dmexco on September 12, 2018 in Cologne
- Swiss CRM Forum on September 20, 2018 in Zurich