Design & Technology October 07, 2014
The 4 Ps of Excellent Customer Experience Enablement
Think of a great digital customer experience example. What do you see? A mobile-optimised website that delivers timely, personalised content? An app with slick functionality that promotes conversion? Integrated touchpoints that tie in with your personas and tie up the customer journey?
Whilst you’d be right in thinking that optimised websites, relevant content and an exceptionally designed front-end are ubiquitous with delivering great customer experience, at Dept we believe there are four vital pillars that must be put in place first, in order to deliver the optimum experience.
People, Processes, Products and Performance – four extremely important areas that we focus on when building our clients’ digital capabilities.
Having skilled personnel who will be accountable (through job description and responsibility matrix) to deliver and operate the solution, is vital to delivering the correct customer experience. This includes creating content and assets, content publishing, and channel management (email, digital publications etc).
We often help organisations understand what skills are required to successfully deliver a relevant customer experience. It’s paramount to get the right skills mix of technical, marketing and business functions. This can mean investing in training for existing staff or growing a team. It may even result in re-structuring of the digital department, or establishing a new team to manage the digital outputs.
For example, a global client of ours has very recently created a ‘Digital Experience Team’ as a result of the deployment of a new solution. This team will ensure the long term delivery and optimisation of the company’s customer experience strategy which will, in turn, maximise its investment.
Without robust processes, it becomes impossible to plan for the unexpected. If there are no processes in place, ad-hoc changes are far more likely to have a negative impact on the business, such as time and cost implications.
When defined processes are set, the pool of people who can step in and move things forward is increased, mitigating the negative impact.
Processes are both operational (i.e. ‘how to’), as well as technology efficiencies, such as continuous integration, automated deployments and environment synchronisations.
Documented processes also enable the business users to understand what is involved in a project, their responsibilities and the likely timescales to completion. Transparency and stakeholder accountability are key to ensuring successful strategy implementation.
We help companies create CoEs (Centres of Excellence), with the right blend of skills and processes to ensure efficient and effective digital management, which lessen the risk of detrimental impact if something unexpected happens.
When looking to implement digital transformation, work with specialists to asses what you have already. Can these systems work with each other? Can they be streamlined and integrated? Or are they simply not fit for purpose any longer?
It is always worth seeking advice before deciding to scrap your existing products and starting again. For example, we understand where content exists and how to extract and surface that detail in an integrated and efficient way. It helps that we are experienced at integrating many enterprise and mid-market technology platforms, such as PIM, CRM, Portals, Ecommerce, Analytics, Search, CMS, DAM, MAM etc.
We work with clients to understand the high-level business goals, and translate them into a digital roadmap. We make the complex ‘simple’, and identify gaps where technology requires upgrade, replacing or purchasing.
Often, we simply leverage a customer’s existing investments, as deploying a brand new solution is not always necessary. We work with internal IT teams and our existing vendor relationships to ensure our clients get the right solution to achieve their business goals.
You cannot measure what you do not track. The first step in effectively assessing and measuring the success of your digital touchpoints is to outline their key three goals.
For example, an ecommerce business may be implementing mobile optimisation to help reduce the number of abandoned shopping carts. Or a global organisation may be seeking a solution to centralise its digital content management, leading to consistency across its platforms and a reduction in time and cost.
Once you have the three key metrics to asses, optimising your digital assets to attain success becomes much easier.