Digital experience management trends transforming CX in 2022
If you want to secure a competitive edge in the coming year, here are five digital experience management trends you can't ignore.
What is digital experience management? Simply put, it’s how you monitor and optimize your customer experience across all your digital channels. In an increasingly digital-first world, it’s becoming a focal point for a lot of companies.
Digital experience management (DXM) is the process of monitoring every interaction people have with a company’s digital channels (website, social, mobile apps, intranets, and more) in order to understand what’s working and make improvements as-needed.
Experience management (XM) vs. customer experience (CX)
Experience management is often confused with customer experience, but they’re not the same.
Customer experience encompasses every interaction a customer has with a brand – from seeing an ad on TV to submitting a customer service request. It’s the sum total of every engagement, and the impact they have on the customer.
Experience management, on the other hand, is a method of collecting feedback, tracking engagement, and uncovering insights. It’s how companies learn what parts of their experience are working, and which parts aren’t.
Customer experience is the experience you deliver. Experience management shows you how effective your experience is.
It’s also important to note that experience management isn’t just about the customer experience. XM solutions also monitor employee experience, product experience, and brand experience.
And digital experience management (DXM) zeros in on how those experiences fare online.
Experience management: Beyond data collection for deep insight, better CX
Learn how an experience management solution collects customer feedback and translates this feedback into powerful metrics for the business.
Why digital experience management matters: The benefit of insight
People today are savvy, and have high expectations of the brands they engage with. With the accelerated digitalization of business due to COVID-19, it’s more important than ever to get a handle on your digital experience.
- Customers expect a seamless, omnichannel experience regardless of when and where they choose to engage with your brand.
- Employees expect to be supported, listened to, and set up for success – and in many cases, will opt for a job that pays less if it delivers a better employee experience.
- How your products show up online and how easy it is to purchase across multiple channels are as important as the quality of the product itself.
Meeting all those expectations is no easy feat. The first step to designing and implementing experiences that your audiences want? Learn what they want.
Digital experience management makes it easier to orchestrate all your digital experiences – for every audience. By uncovering how your audiences feel about the experiences you deliver, you’re better able to optimize and improve them.
Digital experience management allows you to:- Mine your digital channels to learn how people are engaging
- Identify problem areas by tracking where people “jump ship”
- Collect real-time feedback from customers and employees about their experiences
- Identify tasks and processes that could be streamlined – or even automated – for a better overall experience
- Make strategic business decisions with confidence, not guesswork
- Deliver a consistent experience across all your digital channels
- 84% of companies that work to improve their customer experience see an increase in revenue
- Companies with engaged employees outperform competitors by 147%
- Consumers today will pay more if it means buying from a company with a reputation for great service
By understanding your audiences – from customers to employees – you can create digital experiences that meet their needs and boost your bottom line.
How does brand experience impact the bottom line?
Brands are designing a sensory experience that not only builds lasting relationships, but impacts the bottom line.
Digital experience management: your eyes and ears for the future of business
At this point, if you’re not listening to your customers and employees and taking their feedback to heart, you’re already behind the curve. People are more in control of the experiences they choose to engage with. If you aren’t hearing them, someone else is.
Companies aren’t competing based on whether they need to collect experience data. Today, they’re competing based on the quality of their data, and their ability (and willingness) to act on it.
With digital channels proliferating, it’s more important than ever to invest in solutions that give you the best data, and make it easy to interpret. Digital experience management (DXM) tools aim to do just that.
