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What does it really mean to optimize customer experience?

A hallmark of successful digital transformation programs is continuous optimization. Organizations will reap the rewards of incremental customer satisfaction, operational savings and market leadership by committing to relentlessly analyzing, learning and enhancing the digital experiences.
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Win in today’s hyper-competitive world by harnessing actionable insights to continuously improve user experience and solution performance.

As many organizations continue their journey to digitally transform, those that focus on delivering exceptional experiences that engage end-users and reduce effort will see the rewards of higher rates of digital adoption, containment and customer satisfaction.

Most organizations strive to create exceptional customer experiences that set them apart from competition, and many solutions are designed to deliver on these expectations when first deployed. However, for a solution to benefit enterprises and maintain a competitive advantage, it requires a commitment to continuously analyze and optimize.

While tools, methodologies and techniques vary and will continue to evolve, continuous optimization of digital solutions simply requires organizations to commit to the process of discovering, quantifying, implementing and communicating actionable insights. This improves the experience by reducing customer effort and increases rates of self-service success and overall value delivered.

 

Getting Started – Understanding the customer

Companies must begin by building an understanding of all aspects of the digital customer experience, such as bounce rates, site navigation including page progression or abandonment timing and rates. Analyzing consumer search behavior, task accomplishment and engagement rates by flow helps develop critical insight into the customer’s digital experience.

Insight-driven companies rely on accurate, extensible data as the foundation of effective digital optimization efforts. Powerful insight can be developed by leveraging customer journey analytics, heat mapping, voice of the customer surveys, verbatim feedback and cross-channel contact data. The ability to correlate the data to connect the dots across social, mobile, web, retail stores and contact centers provides the best view of digital friction – and identifies existing opportunities to improve.

Various analysis techniques can be applied to create meaningful insights.

  • Joining chat data with web analytics and cross-channel reporting can help identify and quantify the overall impact of website usability issues.
  • Applying advanced analytics tools, including machine learning powered by artificial intelligence, can accelerate the discovery process and remove human biases, leading to new findings.
  • Leveraging topic extraction and sentiment analysis technology can assist with root cause identification and customer experience impacts of the self-service digital failure.

 

Demonstrating the Value

Organizations should focus on the benefits by developing a comprehensive ROI model reflecting the value of resolving specific issues. Whether it’s a simple content change or a complex functional enhancement, product owners can more efficiently and effectively prioritize improvement initiatives based on ROI. They need to be sure to benchmark performance, measure relentlessly and test their way into ongoing successes. Innovation and change demand continuous optimization.

 

Creating Organizational Alignment

Successful insight-driven organizations leverage cross-functional membership from Marketing, Product Management, Operations, and Analytics ensuring a broad awareness of the optimization goals, tools and processes. A common trait of data-centric companies includes embedding analytics and feedback loops into the core of their business. Senior leadership support is crucial to communicate the data-driven strategy, align resources adequately across organizations and fund the optimization initiatives.

A hallmark of successful digital transformation programs is continuous optimization. Organizations will reap the rewards of incremental customer satisfaction, operational savings and market leadership by committing to relentlessly analyzing, learning and enhancing the digital experiences.

 

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David Potter

About David Potter

David is a Sr. Principal Digital Transformation Consultant in Nuance’s Professional Services organization, responsible for business consulting focused on digital engagement and omni-channel integrations. He has over 26 years of experience in eCommerce and operations with a track record of delivering state of the art, innovative solutions to numerous organizations as they seek to evolve and optimize the way they engage with their prospects and customers. David resides in Frisco, Texas, with his wife and three daughters.