{"id":24277,"date":"2022-08-16T12:28:44","date_gmt":"2022-08-16T16:28:44","guid":{"rendered":"https:\/\/www.3pillarglobal.com\/?p=24277"},"modified":"2025-05-14T15:15:46","modified_gmt":"2025-05-14T15:15:46","slug":"what-the-digitization-of-customer-experience-looks-like","status":"publish","type":"blog","link":"https:\/\/www.3pillarglobal.com\/insights\/blog\/what-the-digitization-of-customer-experience-looks-like\/","title":{"rendered":"What the Digitization of Customer Experience Looks Like"},"content":{"rendered":"

Customers have come to expect a customer experience that prioritizes their needs, which means that your modernization efforts must prioritize your customers\u2019 wants to remain competitive.<\/p>\n

The digital transformation of customer experience is an ever-evolving process that focuses on improving how customers interact with your brand. As Forbes<\/a> explains, \u201cby the end of 2022, the global CX technology spending is expected to reach $641<\/a> billion.\u201d<\/p>\n

However, your customers don\u2019t think about those interactions in categories of digital vs. non-digital. Instead, they view interactions holistically, making the digital customer experience more critical now than ever.<\/p>\n

The Importance of A Digital Customer Experience (CX)<\/h2>\n

While customers want things to be flawless, they\u2019re typically willing to forgive minor hiccups as long as your company doesn\u2019t fail miserably. Salesforce Research<\/a> tells us that 78% of customers \u201cwill forgive a company for its mistake after receiving excellent service.\u201d<\/p>\n

However, while customers won\u2019t penalize you for having to jump through an extra hoop or two, they will consider jumping ship if a competitor offers a significantly better customer experience. To that end, the importance of an exceptional digital customer experience is a competitive advantage<\/a> and cannot be overstated.<\/p>\n

The Digital Employee Experience<\/h2>\n

The digital transformation of customer experience isn\u2019t limited to customers. Streamlining the customer journey and focusing on modernization throughout the business improves the employee experience by allowing them to focus on strategic priorities.<\/p>\n

When your team has less \u201cbusy work\u201d on their plates, each person can devote more time to activities in their zone of genius that drive revenue or productivity for the company. Simultaneously, with less frustration and friction around repetitive tasks, you can develop a customer service-oriented culture<\/a> that creates positive and holistic customer experiences.<\/p>\n

Incorporate User Experience (UX) Research<\/h2>\n

Because the market is constantly changing, companies must use The Product Mindset<\/a> as a lens for digitizing the customer experience. Doing so means understanding that the digital transformation of customer experience is not a one-and-done project but an ongoing and iterative process.<\/p>\n

This iterative approach allows companies to minimize time to value and solve for problems that customers actually care about. Or, at a minimum, you can create solutions that enhance how you serve customers. So how can you know which issues you have, let alone which to solve first?<\/p>\n

It may be less about \u201cproblems\u201d per se than opportunities to do better. For example, it could mean creating a more secure app experience, simplifying the user interface, or making it easier for your customers to interact with your company. Alternatively, it may mean using tools like artificial intelligence<\/a> or machine learning to improve customer support or create a consistent experience everywhere customers interact with your company.<\/p>\n

Back to the original question, how can you identify and prioritize these opportunities? It starts with asking your customers about their experiences<\/a> with your brand. User data like heatmaps, email open rates, support tickets, and conversion rates also give you insights into your strengths and weaknesses. In addition to reviewing historical data, you can also use real-time information<\/a> to pinpoint touchpoints causing the most friction and prioritize them for improvements.<\/p>\n

How to Create a Digital Customer Experience<\/h2>\n

The digital transformation of customer experience looks different for every company, depending on your current level of digitization, customer needs, and strategic goals. Regardless of your company size, User\/UX research should form the foundation of your digital transformation and customer experience strategies. While your specific approach may differ based on your goals, these steps will help you create a strategy for transforming your digital customer experience.<\/p>\n