Digital Customer Experience Strategy – Top Three Mistakes
How many of you have interacted with financial and insurance institutions who seem to have forgotten the invention of the world wide web and applications design? In 2021, Major players like Oppenheimer, TD Bank, and almost every big insurance company on the S&P 500 offer the client experience of the 80s or 90s. Why? Because they have incomplete digital customer experience strategy.
What is Digital Customer Experience Strategy?
Digital Customer Experience Strategy is the first step to creating better digital experience for clients. Without it, organizations have no real plan on how funding for automation and digitalization of manual employee work can be allocated.
Without a plan, at best, organizations end up with siloed initiatives with various vendors (sometimes with duplicate offerings!). And no real impact on client experience.
Today, we share the three most common digital customer experience strategy mistakes. Let’s examine them to understand how to avoid the digital customer experience strategy pitfalls that threaten your successful digital transformation – and your customer relationships.
What is Digital Transformation?
Before we address the most common mistakes, let’s define what digital transformation really means. And how it connects to digital CX strategy.
Digital transformation is the process of looking at internal and external processes critically. Then automating as many processes as possible. This saves labor costs by using your talent more efficiently. It increases revenue by creating an EASIER, EFFORTLESS client experience.
Where Do You Start?
Digital Customer Experience Strategy is the product of your executives meeting several times to AGREE on the following pillars:
- The urgency necessary to automate your processes.
- The level of funding required to invest in completely transforming your employee and client experience.
- The measures of success and the time horizon of your digital transformation.
- The team in charge of completing the work.
- The governance of that program and cadence of collaboration meetings.
- The commitment from executives to remove roadblocks that arise during digital customer experience strategy implementation.
Now that we know what a Digital CX strategy is, let’s talk about the most common mistakes.
Mistake #1. Deferring Digital Customer Experience Strategy to Vendors
Most SaaS providers will say this is their biggest client experience challenge. They go in to help big brands digitize. Then, when they sit at the table with the leaders of the company who are supposed to provide strategic guidance, those leaders have nothing to say.
In other words, organizations often miss the step of creating their own digital customer experience strategy. Instead, they rush to bring in various technology providers to tell them what to do.
Or worse, they hand over implementation of their solutions without guidance on customization. Of course, that customization is what actually brings value to the end customers.
Take time to make your plan before you bring in technology providers. Think of technology vendors as tools to get the job done. Not as the job itself.
Remember, you must be the driver of your digital transformation. That means, BEFORE you meet with vendors, you need to know the employee and client problems you are solving with your digital CX strategy.
Mistake #2. Not Spending Enough Time Developing Digital Customer Experience Strategy
Often, we meet with brands who claim they have a digital customer experience strategy. However, when we ask them about their measures of success, they say, “we are still developing them.”
If you are still developing your measures of success, your executive teams are not aligned on the goals of the digitalization efforts. Your digital customer experience strategy is not complete. Consequently, it will not be implemented effectively.
When we were doing the self-service program in JetBlue Airways, we did not start working with our vendors until we spent many (painful) hours digging in with our data team into what metrics we could track and what we could not. This enabled us to tie the operational KPIs to the investments we were about to make. That’s how we were able to know the ROI of our program.
Take that time. I know it is painful. But, until you identify your measures of success, you are not ready to implement your strategy.
Mistake #3. Limiting Digital Customer Experience Strategy to a Single Product
In 2016, I went to one of my favorite Forrester Conferences. There, on stage I saw the woman that transformed CitiBank customer experience. Her name is Alice Milligan. At the time, in her Citi role, she was responsible for “making sure that Citi not only remains competitive but sets the standard” in customer experience.
The strategy she led included instilling customer-centric culture and executing cross-channel strategy. In other words, she helmed the build out of intuitively designed, digital customer experience for one of the CitiBank products.
The reason I mention Ms. Milligan is that, a year later, she was back on the same stage. This time, she spoke about expanding her program to other products. Today, I have both my personal and business banking with Citi. And I enjoy the results of her team’s work.
The transformation Ms. Milligan spearheaded could not have been possible if the funding for her work dried up after the single product success.
When you create a digital customer experience strategy, make sure you map out your client end to end journey, not just one single path. In their lifetime, your customers will mature. At any point of their life journey, they may use more than one product at the time. This does not apply only to financial services. It matters for the healthcare journey, too. After all, a patient meets not only with a primary physician, but also with specialists.
How to Avoid Common Mistakes
So how can you avoid these common digital customer experience strategy mistakes? Let’s return to the list of organizational pillars for a successful implementation of a digital customer experience strategy.
All six are necessary. Without the urgency, your digital strategy will become outdated by the time you implement it. If your funding is not sufficient, you lose the impact of a real transformation (and employee buy in).
Pay particular attention to training and other change management budget line items. Last, but not least, your executives’ engagement throughout the program will ensure the organizational focus needed for success throughout the years it will take to complete your strategy. Yes, you read right. It takes years, and the ROI expectations need to reflect that horizon.
Clearly, digital experience is not as simple as building an app or finding the right vendor. Complexity and commitments that underscore a successful strategy and pave the way for smooth transitions must be navigated intentionally. As always, feel free to reach out to us for help with your digital transformation and digital experience strategy.
2021 Customer Loyalty Strategy – Relationships over Transactions
According to the Salesforce Connected Customer Report, 90% of consumers expect companies to clearly demonstrate their values and 66% expect brands to demonstrate empathy. In other words, when thinking about…
Create Your Tribe: How Great CX Makes a Lifestyle Brand
Newcomers to the market realize that their business is only as strong as the growth of their customer base. With that in mind, senior leaders work hard to shorten the distance between them and the customer.
What is Telemedicine? Keeping Medicine at the Heart
Guest Post by Dr. Melynda Barnes for The Petrova Experience. In this post Dr. Barnes answers the question “what is telemedicine,” and reminds us to keep medicine at the heart…
Customer Experience Audit: Starbucks Bets On The Physical Experience
Starbucks is opting in for the physical experience in order to become a lifestyle brand while other brands are investing in omni-channel experience.
Customer Facing Experience: Communication and Hospitality
Today, we are talking about communication as part of the customer facing experience. This is one of the most misused and misinterpreted notions both in our professional lives and our…
Poor Integration is Bad for Customer Journey and Worse for Brands
Although we all have bad customer experiences, there is still a big debate about “the CX field” and whether it will survive the test of time. There is no doubt…
The Great Re-onboading: How to Bring Back Your Employees
Re-onboarding is the next employee experience organizations need to tackle. Since March 2020, leaders have encountered pandemic shutdowns, remote workforce transitions, and the Great Resignation. As restrictions lift and we…
Customer Experience Audit: Cadillac Scores Millennial Customers with Future-Forward Thinking
Editor’s Note: This post is part of a Customer Experience Audit series. See all the audit stories. The automotive industry is right next to the airline industry in terms of…
Human Experience: Do You Really Know Your Customers?
Steve Jobs said: “Get closer than ever to your customers. So close that you tell them what they need before they realize it themselves.” He did not just say that….
How To Define Your Purpose And Have Unique Culture
If you Google the word “purpose” you get the definition “the reason for which something exists.” This is a challenge if you think about it in the context of organizational…
Why you need a defined culture for customer experience?
When designed and built correctly, customer experience expresses an organization’s brand. Your brand and marketing promises serve as a guiding light to your experience team. Similarly, organizational culture serves as a goalpost for the service side of customer experience.
Autonomous Customers, Traveler Privacy and More Questions for CX Professionals in a Changing World
“As we move toward a more automated culture, most travelers will adapt to a Jetsonian, automated lifestyle. Every industry we know will be disrupted. For those of us in aviation,…
Customer Experience Survey: Why Customers Are Not Responding
When you solicit customer feedback sometimes matters more than how you ask the questions. In the case of a survey about new biometrics boarding initiatives my team and I created for JetBlue, we had a list of feedback that was most important for us.
What Can Casino Consulting Firms Learn from Airlines?
Today we’re talking about casino experience. Casinos and airlines are similar in their operational complexity and sense of wonder. They also are similar in the way they can implement technology…
Culture Starts at the Top
Without a leader who believes that today’s business success is about acquiring and retaining customers, you cannot even begin the process of building a culture. Leaders who are passionate about the customer are also passionate about creating culture and employee engagement.
Holiday Wishes for Great CX: Career Advice Edition
Every successful customer experience initiative starts with a skilled CX team. Brush up on your CX skills to strengthen the business case for CX; to develop relationships within your organization; and to deliver standout customer experiences in the new year.
Digital Customer Experience Strategy – Top Three Mistakes
How many of you have interacted with financial and insurance institutions who seem to have forgotten the invention of the world wide web and applications design? In 2021, Major players…
Coronavirus Travel: What Does Hospitality Mean Now?
I want to tell you about my recent passenger experience. Earlier this week, I traveled to New Orleans from JFK Terminal 5 in New York. I had planned an airport…
Customer Experience Audit: New York Times Beats Google
Editor’s Note: This post is part of a series of Customer Experience Audits. In this series we walk you through customer experience examples across industries. We feature brands that made…
Liliana Petrova Talks Patient Experience in Healthcare Podcast
Recently, we recorded a podcast on patient experience in healthcare with Stacey Richter. Today, we are excited to share it with you. On the episode, we discuss travel and healthcare…
Healthcare Whitepaper: Impact of Patient ‘I Wants’ in Healthcare
Rachel Dreyfus joins The Petrova Experience with a guest blog about patient experience. Background A culture of positive patient experience is increasingly important in Healthcare, affecting patient outcomes and satisfaction….
From Pain Points to Magical Moments: Transform the Customer Experience
Argyle Journal interviewed Liliana Petrova about emerging self service technology and meeting and exceeding customer expectations in airports. One such way, as Liliana explains, is to create magical customer experience…
Is Covid19 What We Needed to Build Seamless End-to-End Travel Experience?
On January 10th, we published an article called The Future of Travel We Deserve. In it, we laid out the foundation necessary to implement innovation at scale. Four months later,…
United CEO does not care about #customers happiness. Really?
Lately, I have been thinking about United Airlines and its organizational culture. Initially, I thought about United Airlines culture because someone asked whether it is possible to build a customer-centric…
Customer Experience Audit: Mobile Provider Eliminates Remote Workforce
How to balance the efficiency call center metric FCR (first call resolution) with wait and talk time? JetBlue promotes human interactions as a brand promise.
5 Tips to Create Great Customer Experience Design Strategy
A customer experience design strategy that is sustainable and successful starts by having a vision and knowing who your customer is. This launching point enables you to design customer experiences…
Customer Experience Tips and Best Practices In 2017?
This is Post 2 of Liliana Petrova’s series on customer experience. She shares customer experience tips, lessons learned, and best practices for the new year. And dives into organizational culture…
Customer Experience Plan is More Important than Ever
Last week we published eight Customer Experience Trends to look out for in 2021. Today we are diving deeper into the first one: Customer Experience is more important than ever…
Do You Know Why The Iconic Brand Toys ‘R’ Us Closed Doors Despite All Our Memories? #RetailBlues
The year is 2016. You are the CEO of Toys ‘R’ Us. Your brand still controls 13.6% of the toy market although the company is highly leveraged, a strategy of…
How a Personal Interaction builds Repeat Customers
A customer-centric methodology is key to the successful outcome of my interaction with Hello Spud. It is the reason this story appears here, and not among the CX Big Fails! The company did not send an automated response. It did not deliver a message stating “sorry we couldn’t help you, would you like something else.” Instead, the company co-founder reached out to me personally across multiple channels (a handwritten note, followed by personal emails).
Paperless Customer Journey – JetBlue Deviceless Boarding
JetBlue Biometrics – Innovation and Disruption This year, JetBlue entered the ranks of the innovators who disrupt industries by applying customer experience technology. They not only imagine the future. They…
Aviation Industry, Coronavirus Isn’t the Only Thing Killing Us
Eighteen years ago, September 11th caused a three-day halt of the US commercial airlines and resulted in a 31.6% reduction in travel in September 2001 compared to the previous year….
Top 5 Customer Experience Design Principles in 2021
Customer experience design principles are difficult for organizations to understand and apply. Time and again, we see this in organizations, even though we encounter customer experience design principles in our…
A Customer Experience Strategy will Define Your Success in 2021
While there may not be a magic pill to guarantee the perfect customer experience, there is one thing that every organization needs to transform into a customer-centric business. And that…
WeWork Does Customer Experience Right with a Wow Moment
Used at the right time and place along the customer’s journey, the Wow Moment is an excellent retention technique. When a brand creates personal, relevant experience at exactly the right time, it can build a lifelong, loyal customer relationship.
Are You Ready to Go Exclusive with Jane, Your Digital Concierge?
In 2015 JetBlue introduced bag fees. Seven years after the competition. The media exploded. Many publications were negative. They blamed the airline for “selling out.” One headline read “A New…
Customer Experience Technology View of your Call Center
By 2022 the global cloud based contact center market is growing from USD 6.8Bn in 2017 to 20.93Bn in 2022. This makes for CAGR of 25.2%. If you do not…
Hiring Tips: Who Should I Hire First on My CX Team
The pressure to demonstrate business impact and ROI on your Customer Experience initiatives quickly makes your first hire even more important. As usual, there is no answer that fits all scenarios perfectly. We have some helpful strategies to consider based on the structure of your organization and your goals.
Customer Experience Audit: eBay’s Vibrant Marketplace of the Future
Editor’s Note: This post is part of a series of Customer Experience Audits. They highlight advances in artificial intelligence in retail and other technologies. See all audit stories. Two years…
The in-person work office design that will bring your employees back
According to PwC 95% of company executives still believe employees need to be in the office to maintain strong company culture. Like we have said before, the return to office…
4 Career Tips to obtain a Customer Experience Role
In honor of the 4th of July, we are rounding up 4 career tips for CX professionals. Set aside some time during the break from work to take stock in your CX career and evaluate the steps you need to get to the next level.
5 Things You Can Do to Provide Excellent Passenger Experience in 2022
The Wall Street Journal predicts this Thanksgiving will be among the busiest travel days in decades, with 55 million travelers anticipated to be moving through US airports and other transportation…