I recently spoke with Erika Morphy of CMSWire.com about building an effective digital experience team. I wanted to take a minute to expand a bit on what we talked about.
Digital experience (DX) is evolving so rapidly that many enterprises are struggling to keep up.
Traditionally, organizations have treated each digital channel individually, with different people, often in different departments, taking ownership of their particular portion of the customer’s experience. Marketing, sales, customer service, product, and engineering teams have all had a stake, sometimes working at cross purposes while they focus solely on their own segment of the funnel, their own objectives, and their own KPIs.
This siloed approach is breaking down as enterprises recognize that the customer’s digital experience involves every touch point, through every channel, and on every device, from discovery to retention and each point in between. In today’s competitive environment, with constantly evolving regulatory requirements, a more holistic strategy is not only required to meet business goals, it’s absolutely essential if an organization has any hope of meeting, let alone exceeding, customer expectations.
But it’s a mistake to think of DX as just a new way of thinking about marketing. Marketers play a large role, no doubt, but a digital experience strategy involves looking at every aspect of the business from the customer’s perspective, in order to meet the customer where they are — online, offline, desktop, mobile, social, in-app, etc. — and provide an integrated and seamless experience.
As a result, a DX team should include members from several areas of the business, including individuals for whom DX isn’t normally a function of their role.
Learn more about the individuals who should make up your DX team, including roles and responsibilities, in Erika’s article.
In thinking further since our conversation, there are a couple of additional team members you might want to consider.
Customer Service Manager: The strongest customer advocates often originate in CS — they have the most direct line to what customers say, do, like, dislike, and expect. They’re also the first to notice if (and how) a marketing or product initiative is impacting the customer experience.
Communications Manager: To help bridge the gaps between customer service, marketing, and corporate content and communications, ensuring they complement each other, rather than contradict, and remain consistently on-brand.