{"id":7679,"date":"2024-03-04T15:12:18","date_gmt":"2024-03-04T15:12:18","guid":{"rendered":"https:\/\/axamit.com\/?p=7679"},"modified":"2024-03-28T14:57:17","modified_gmt":"2024-03-28T14:57:17","slug":"digital-cx-strategy","status":"publish","type":"post","link":"https:\/\/axamit.com\/en\/blog\/adobe\/digital-cx-strategy\/","title":{"rendered":"6 Vital Steps To Achieve Mature Digital CX Strategy"},"content":{"rendered":"<div class=\"custom-toc\"><ul><\/ul><\/div>\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\">How many times have <em>you<\/em> stopped engaging with a brand because of one digital experience\u2014like a bombardment of impersonalized emails?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Surveys show that <a href=\"https:\/\/business.adobe.com\/blog\/basics\/8-digital-customer-experience-trends-for-2023\" target=\"_blank\" rel=\"noopener\">32% of customers<\/a> will stop all future touches with a brand after just one bad interaction. That might not seem like a large figure at first, but if 32% of 1,000 walked out the door, that\u2019s a major loss of 320 potential brand advocates.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is why the digital experiences you provide people with are so crucial. If you don\u2019t have a solid understanding of the journey your customers take to a sale, you\u2019re much more likely to accidentally deliver engagement-ending digital experiences.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So, to avoid 320 (or more) potential customers writing off your brand for good, you\u2019ll need to build a strong foundation with a digital customer experience strategy. And we can help with that!<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading\">What Is digital customer experience (DX)?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">To get the clearest picture of the digital customer experience, put yourself in online shopping mode. The last time you considered buying something, you probably had multiple touches with the brand:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>You saw a social media ad and clicked through to the website.&nbsp;<\/li>\n\n\n\n<li>You received an email from that brand talking about the ease of buying and tracking orders through their app.&nbsp;<\/li>\n\n\n\n<li>You downloaded the brand\u2019s app and found the products you wanted at a discount.<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Simply put, all these online interactions with a brand across the entire journey, pre-sale and post-sale, constitute a user\u2019s digital customer experience (DX).<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading\">What Is digital customer experience strategy?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Realistically, customers who have just one digital experience with a brand before making a purchase\u2026are extremely rare. Moreover, even if you do acquire a customer through a single digital experience that effectively inspired their FOMO, the number of <em>those<\/em> that then become brand loyal is even lower.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Because the majority of your customers can be expected to cross paths with your brand multiple times over their lifecycle, you need a well-thought-out <strong>digital experience<\/strong> <strong>strategy<\/strong> to keep them engaged at pivotal moments.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Your digital experience strategy is the plan your company will follow to ensure that each step of your users\u2019 online journey works together as a holistic unit.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Successful digital customer experience management doesn\u2019t stack different independently operating online channels on top of one another and call it a day. The goal isn\u2019t to simply cast as many blankets over as much digital real estate as you can.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Rather, successful strategies build relationships between all parts of the digital journey, unifying the full experience seamlessly from the web, to email, to app, and onward. They engage people with the right messaging at the right moments to smooth out the transition from prospect to sale, to brand advocate.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Why is Digital Customer Experience strategy important?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s no secret that digital channels have become a vital component of customer experience. People do the vast majority of their \u201cwindow shopping\u201d through digital devices, <em>even if<\/em> they plan to eventually purchase in-store, or speak with a representative.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s been found that companies who invest in omnichannel efforts, including digital experiences, saw that the average amount spent by customers per shopping moment <a href=\"https:\/\/hbr.org\/2017\/01\/a-study-of-46000-shoppers-shows-that-omnichannel-retailing-works\" target=\"_blank\" rel=\"noopener\">increased by 4% online, and by 10% offline<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Millennials specifically have been known to prefer consulting a digital device about a brand or a product <em>before<\/em> ever setting foot in a store\u2014and this behavior has resulted in <a href=\"https:\/\/hbr.org\/2017\/01\/a-study-of-46000-shoppers-shows-that-omnichannel-retailing-works\" target=\"_blank\" rel=\"noopener\">13% more spent<\/a> per shopping trip than single-channel customers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Neither offline customer experience, nor digital consumer experience, exist in a vacuum. Today, if you\u2019re not investing in a strong digital customer experience strategy, you\u2019re missing out on a significant chunk of additional sales.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading\">Digital customer experience strategy frameworks of maturity<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Every company currently has a varying level of digital customer experience maturity. Online as well as offline, your DX maturity refers to how well you understand, engage, and hone your digital customer journey.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There are multiple levels of DX maturity\u2014typically, four to six. It might surprise you to know that the majority of businesses, even large revenue earners, have a CX maturity that leans toward the low end of the scale. Achieving mature DX strategies is an intensive process. Certainly worth the effort\u2014but involved nonetheless.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Thankfully, there\u2019s a lot of research on there surrounding the measurement of CX maturity, and what separates mature from immature DX.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/experiencematters.wordpress.com\/2016\/02\/22\/customer-experience-the-path-from-fluff-to-tough-infographic\/\" target=\"_blank\" rel=\"noopener\">Temkin Group\u2019s framework<\/a>, for instance, describes DX maturity across six stages. According to their model, the biggest divider between immature DX and mature DX is the willingness to change company values, processes, and culture as a whole to evolve around the customer journey.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a3325b2934aa&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a3325b2934aa\" class=\"wp-block-image size-large wp-lightbox-container\"><picture><source srcset=\"https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2024\/03\/04150624\/Temkin-Groups-DX-maturity-stages-1024x348.avif 1024w,https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2024\/03\/04150624\/Temkin-Groups-DX-maturity-stages-300x102.avif 300w,https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2024\/03\/04150624\/Temkin-Groups-DX-maturity-stages-768x261.avif 768w,https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2024\/03\/04150624\/Temkin-Groups-DX-maturity-stages-1536x522.avif 1536w,https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2024\/03\/04150624\/Temkin-Groups-DX-maturity-stages-2048x697.avif 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" type=\"image\/avif\"><img src=\"https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2024\/03\/04150624\/Temkin-Groups-DX-maturity-stages-1024x348.png\" height=\"348\" width=\"1024\" srcset=\"https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2024\/03\/04150624\/Temkin-Groups-DX-maturity-stages-1024x348.png 1024w, https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2024\/03\/04150624\/Temkin-Groups-DX-maturity-stages-300x102.png 300w, https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2024\/03\/04150624\/Temkin-Groups-DX-maturity-stages-768x261.png 768w, https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2024\/03\/04150624\/Temkin-Groups-DX-maturity-stages-1536x522.png 1536w, https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2024\/03\/04150624\/Temkin-Groups-DX-maturity-stages-2048x697.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" class=\"wp-image-7680 sp-no-webp\" alt=\"Temkin Group\u2019s DX maturity stages\" loading=\"lazy\" decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\"  > <\/picture><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.customerbliss.com\/thefivecompetencies\/\" target=\"_blank\" rel=\"noopener\">Jeanne Bliss\u2019 framework<\/a> also stresses the value of aligning company leadership and culture with the customer experience you want to deliver, embracing customer feedback, and viewing individual customer journeys as assets.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a3325b293c4b&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a3325b293c4b\" class=\"wp-block-image size-large wp-lightbox-container\"><picture><source srcset=\"https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2024\/03\/04150655\/Jeanne-Blisss-DX-company-competencies-1024x380.avif 1024w,https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2024\/03\/04150655\/Jeanne-Blisss-DX-company-competencies-300x111.avif 300w,https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2024\/03\/04150655\/Jeanne-Blisss-DX-company-competencies-768x285.avif 768w,https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2024\/03\/04150655\/Jeanne-Blisss-DX-company-competencies-1536x569.avif 1536w,https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2024\/03\/04150655\/Jeanne-Blisss-DX-company-competencies-2048x759.avif 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" type=\"image\/avif\"><img src=\"https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2024\/03\/04150655\/Jeanne-Blisss-DX-company-competencies-1024x380.png\" height=\"380\" width=\"1024\" srcset=\"https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2024\/03\/04150655\/Jeanne-Blisss-DX-company-competencies-1024x380.png 1024w, https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2024\/03\/04150655\/Jeanne-Blisss-DX-company-competencies-300x111.png 300w, https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2024\/03\/04150655\/Jeanne-Blisss-DX-company-competencies-768x285.png 768w, https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2024\/03\/04150655\/Jeanne-Blisss-DX-company-competencies-1536x569.png 1536w, https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2024\/03\/04150655\/Jeanne-Blisss-DX-company-competencies-2048x759.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" class=\"wp-image-7681 sp-no-webp\" alt=\"Jeanne Bliss\u2019s DX company competencies\" loading=\"lazy\" decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\"  > <\/picture><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading\">6 key components of a mature digital customer experience strategy<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Regardless of the framework source or number of steps to maturity, the learnings across them are similar: To reach DX maturity, the company as a whole needs to evolve.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But what exactly does that entail? Next up, we\u2019ll go over some of the <a href=\"https:\/\/business.adobe.com\/blog\/perspectives\/introducing-adobes-customer-journey-maturity-model\" target=\"_blank\" rel=\"noopener\">major pieces<\/a> surrounding how to improve digital customer experience strategy. These are principles of customer experiences that leading organizations have successfully fine-tuned to achieve DX maturity.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Heads up: If you\u2019re curious to know what stage of DX maturity you\u2019re at now before you learn how to improve across these major areas, here\u2019s a <a href=\"https:\/\/www.adobe-cjmassessment.com\/\" target=\"_blank\" rel=\"noopener\">quick fifteen-question assessment<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Condensed and centralized data<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Many companies believe that more data is better\u2014and that\u2019s not necessarily <em>untrue<\/em>. However, an overwhelming amount of data coming from multiple different sources at once actually does more harm than good. And not all collectible data will help you evolve your DX.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Having datastreams that prioritize data around your core KPIs, and being able to centralize that data for holistic analysis, is one key player in DX maturity. And you\u2019ll need an intuitive omnichannel <a href=\"https:\/\/axamit.com\/adobe-experience-cloud\/customer-journey-analytics\/\" data-type=\"page\" data-id=\"6330\">customer journey analysis<\/a> tool to help you achieve this most effectively.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Mobilize all teams for a common goal<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Not surprisingly, what\u2019s happening within company walls heavily affects how mature your DX can be. Having various teams that handle multiple channels, data analysis, content creation, and so on is a good start\u2014but now, all these teams need to work together to the same ends.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Establishing a company culture that identifies the common DX goal for every team, involves each team in the progression toward that goal, and encourages teams to collaborate will ultimately lead to a successful DX.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Clearly understand and orchestrate customer journeys<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">You might have a general idea of the steps your customers take toward a conversion. After all, most marketing-savvy people have seen a sales funnel before, and recognize the difference between the top of funnel touches and bottom of funnel touches.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, understanding a full customer journey goes beyond the typical linear marketing funnel. Customer journeys are often seen as cyclical, and you can\u2019t always predict the order in which every type of customer will progress to your desired action.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/business.adobe.com\/blog\/how-to\/create-customer-journey-maps\" target=\"_blank\" rel=\"noopener\">Customer maps<\/a> can help you define the different customer personas that experience your brand, and build a better understanding of customer paths based on real-time data.\u00a0<br>Make no mistake, mapping out the intricacies of the (likely multiple) customer journeys you have will take time and dedicated research. But the result is then being able to <a href=\"https:\/\/business.adobe.com\/products\/journey-optimizer\/adobe-journey-optimizer.html\" target=\"_blank\" rel=\"noopener\">anticipate how best to engage<\/a> with your customers at crucial points in their evolving journeys.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a3325b294e7b&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a3325b294e7b\" class=\"wp-block-image size-large wp-lightbox-container\"><picture><source srcset=\"https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2024\/03\/04150734\/Customer-persona-framework-for-journey-mapping-1024x824.avif 1024w,https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2024\/03\/04150734\/Customer-persona-framework-for-journey-mapping-300x241.avif 300w, https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2024\/03\/04150734\/Customer-persona-framework-for-journey-mapping-768x618.png 768w,https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2024\/03\/04150734\/Customer-persona-framework-for-journey-mapping-1536x1236.avif 1536w,https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2024\/03\/04150734\/Customer-persona-framework-for-journey-mapping-2048x1647.avif 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" type=\"image\/avif\"><img src=\"https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2024\/03\/04150734\/Customer-persona-framework-for-journey-mapping-1024x824.png\" height=\"824\" width=\"1024\" srcset=\"https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2024\/03\/04150734\/Customer-persona-framework-for-journey-mapping-1024x824.png 1024w, https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2024\/03\/04150734\/Customer-persona-framework-for-journey-mapping-300x241.png 300w, https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2024\/03\/04150734\/Customer-persona-framework-for-journey-mapping-768x618.png 768w, https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2024\/03\/04150734\/Customer-persona-framework-for-journey-mapping-1536x1236.png 1536w, https:\/\/d11cw4yu2zh4tp.cloudfront.net\/wp-content\/uploads\/2024\/03\/04150734\/Customer-persona-framework-for-journey-mapping-2048x1647.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" class=\"wp-image-7682 sp-no-webp\" alt=\"Customer persona framework for journey mapping\" loading=\"lazy\" decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\"  > <\/picture><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Unify content<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Having a wealth of amazing content is step one. Keeping that content where everyone can access it and know what content should be used where? That\u2019s another story.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Organization is key for unified digital experiences. If your teams can\u2019t find the relevant content they need, or if each team has access to varying versions of the same content, it\u2019s impossible to make a seamless DX.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Achieving DX maturity normally means investing in robust <a href=\"https:\/\/axamit.com\/adobe-experience-cloud\/adobe-experience-manager\/assets\/\" data-type=\"page\" data-id=\"7459\">Digital Asset Management<\/a> (DAM) software that can keep all your content teams on the same page.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Personalize and engage<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Even two customers at a similar place in their journey might respond differently to the same messaging. That could be because each of these customers took different paths to reach the same ends, or are anticipated to take different paths after the current point.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Personalization that takes into account who your customers are and how they\u2019ve interacted with your brand already helps feed a more engaged customer journey overall.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These personalizations can be experiences like:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Offering customers discounts on specific item categories they\u2019ve viewed.<\/li>\n\n\n\n<li>Organizing navigation to prioritize the content they\u2019re most interested in.<\/li>\n\n\n\n<li>Tailoring search results to their history.<\/li>\n\n\n\n<li>Reaching people with customized e-mails triggered by their specific activities.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Some of the best digital customer experience examples come from brands that work with <a href=\"https:\/\/business.adobe.com\/products\/target\/automation.html\" target=\"_blank\" rel=\"noopener\">AI and automation tools<\/a> to send customized messaging when it counts the most. Moreover, they\u2019ve usually integrated their site with these automation tools, <a href=\"https:\/\/experienceleague.adobe.com\/docs\/experience-manager-65\/administering\/personalization\/personalization.html?lang=en\" target=\"_blank\" rel=\"noopener\">creating A\/B testable experiences<\/a> that automatically cater to different customer journeys.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Real-time analysis and experimentation<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Because the customer journey constantly evolves in real-time, much of the work you\u2019ll be doing to achieve and maintain DX maturity will be re-evaluation and experimentation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There\u2019s always a \u201cnext best thing\u201d we can do to resonate better, even with customers we thought we had figured out. So it\u2019s best not to look at a customer journey as a challenge you solve once.<br>Businesses that have achieved DX maturity are constantly experimenting, learning, and reworking using <a href=\"https:\/\/business.adobe.com\/products\/customer-journey-analytics\/adobe-customer-journey-analytics.html\" target=\"_blank\" rel=\"noopener\">digital customer experience analytics<\/a> gathered in real time.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading\">Looking forward: Digital customer experience trends<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">As you\u2019re getting ready to map out your customer journeys and strengthen your digital experience, you should know that the demands of digital experiences are rapidly changing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Keeping an eye on what consumers expect from digital experiences, and being aware of oncoming changes to the digital landscape, will be key in building a proactive (rather than reactive) DX.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That said, here\u2019s a quick look at some <a href=\"https:\/\/business.adobe.com\/blog\/basics\/8-digital-customer-experience-trends-for-2023\" target=\"_blank\" rel=\"noopener\">key trends<\/a> that all companies should have their eyes on when building their DX:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/business.adobe.com\/products\/analytics\/predictive-analytics.html\" target=\"_blank\" rel=\"noopener\"><strong>Predictive analytics<\/strong><\/a><strong>: <\/strong>Invest in technology that helps you predict and respond to your customers\u2019 next moves.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Chatbots and DX: <\/strong>Customers are beginning to favor the convenience, availability, and capability that modern support bots provide.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Personalization: <\/strong>Consumers want more than their name slotted into a bulk email. Customized recommendations, navigation, and memory of past engagements are vital.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>On-brand omnichannel: <\/strong>Robust omnichannel strategies that present themselves the same across all channels (even offline) <a href=\"https:\/\/www.revechat.com\/blog\/omni-channel-customer-experience\/#:~:text=Higher%20customer%20retention%3A%20Omnichannel%20CX,the%20best%20customer%20retention%20strategy.\" target=\"_blank\" rel=\"noopener\">retain 89% of customers.<\/a><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Data security: <\/strong><a href=\"https:\/\/www.sciencedirect.com\/science\/article\/abs\/pii\/S0040162522008186\" target=\"_blank\" rel=\"noopener\">Cookiepocalypse<\/a> is happening. Asking for consumer consent and making your privacy policy accessible is more important than ever.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Transparency: <\/strong>Put all fees, pricing, and delivery expectations in front of your customers from the start to create lasting brand bonds, and share the \u201cnot so corporate\u201d side of your business with tactics like user-generated content.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Real-time data: <\/strong>Leverage real-time data analysis technology to analyze and respond to customer moments as they\u2019re happening, not after the fact.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading\">Conclusion<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Consumers progressively expect more of the brands they interact with digitally (as well as offline), and it makes sense! We\u2019re living in an age where personalization, convenience, and consistency are more important than ever.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">By now, you should have a solid understanding of what DX is, and how you can achieve a successful DX strategy. But we know that this knowledge alone can be hard to assemble and act on without a set of robust tools to take care of the tedious parts.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Adobe\u2019s suite of industry-leading digital customer experience services comes in handy for not just one, but every piece of the customer journey\u2014whether it\u2019s <a href=\"https:\/\/axamit.com\/blog\/adobe\/customer-journey-orchestration\/\" data-type=\"post\" data-id=\"7145\">orchestration<\/a>, <a href=\"https:\/\/business.adobe.com\/products\/target\/adobe-target.html\" target=\"_blank\" rel=\"noopener\">personalization<\/a>, and on. And if you\u2019re worried about bringing more robust platforms onboard, our Adobe magicians can take the tediousness out of that part for you, too.<br>So\u2026how are <em>your<\/em> customers interacting with your brand today?<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>How many times have you stopped engaging with a brand because of one digital experience\u2014like a bombardment of [&hellip;]<\/p>\n","protected":false},"author":11,"featured_media":7684,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[21],"tags":[],"class_list":["post-7679","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-adobe"],"acf":{"cta":"Give Us a Call","phone":"+1 (438) 383-6878","meta-description":"Many companies lose customers and revenue due to inadequate digital experiences. Discover your current stage of customer experience maturity and learn how to create an effective digital customer experience strategy."},"_links":{"self":[{"href":"https:\/\/axamit.com\/en\/wp-json\/wp\/v2\/posts\/7679","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/axamit.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/axamit.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/axamit.com\/en\/wp-json\/wp\/v2\/users\/11"}],"replies":[{"embeddable":true,"href":"https:\/\/axamit.com\/en\/wp-json\/wp\/v2\/comments?post=7679"}],"version-history":[{"count":1,"href":"https:\/\/axamit.com\/en\/wp-json\/wp\/v2\/posts\/7679\/revisions"}],"predecessor-version":[{"id":8177,"href":"https:\/\/axamit.com\/en\/wp-json\/wp\/v2\/posts\/7679\/revisions\/8177"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/axamit.com\/en\/wp-json\/wp\/v2\/media\/7684"}],"wp:attachment":[{"href":"https:\/\/axamit.com\/en\/wp-json\/wp\/v2\/media?parent=7679"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/axamit.com\/en\/wp-json\/wp\/v2\/categories?post=7679"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/axamit.com\/en\/wp-json\/wp\/v2\/tags?post=7679"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}