The Digital Customer Maturity Index
Organizations are at differing levels of ‘digital CX maturity’ – that is, the availability of digital channels, the integration of digital channels, the adoption by customers of digital channels and the overall customer experience on digital remains varied from organization to organization.
The adoption of digital channels is having a profound effect on the way customers want to communicate with organizations. While the voice channel remains the most prevalent, customer interactions are certainly no longer limited to this channel. Today, most customers actually expect to engage with companies seamlessly across a range of different channels, including mobile web, chat, social media and even video.
To handle the changing behaviors of customers, contact centers themselves are transforming their capabilities and purpose. They are evolving into interactive engagement centers, enabling human-assisted service to customers across digital and telephony channels.
The goal, ultimately, is for the organization to transition to a point where it obtains full digital maturity, as such, this will enable more efficient and improved service to customers. In turn, this helps to reduce operational costs, increases customer engagement opportunities and improve the customer experience, thereby driving loyalty and satisfaction.
Such a transformation allows contact centers to communicate with customers on their own terms and better meet their changing needs and demands. As both communications options and customer expectations are only likely to continue to increase, those contact centers that choose to embrace digital will be able to reach sustained viability for their organizations.
Obviously, different enterprises find themselves at different points in this progression that could be referred to as their ‘Digital Customer Experience (CX) Maturity’. In other words, the availability of digital customer channels, the integration of these channels and their adoption by customers will all vary, meaning that the overall digital CX will differ from business to business.
By understanding where your business is relative to the Digital Customer Maturity Index (see graphic), you will have a clearer sense of where you are in terms of digital CX, and thus, how far you still need to go to achieve the optimal level of consistently delivering a superior experience to customers.
[About the author] Dylon Mills is the Director of Marketing Content Strategy & Development at Jacada. As such, Dylon’s main responsibilities are to strategize, create and deliver content for Jacada’s product portfolio that align with the global Go-To-Market strategy, corporate positioning, and marketing campaigns. Dylon’s prior work experience includes Product Management at one of the top Fortune 500 Technology companies, Symantec Corporation. Outside of work, Dylon enjoys problem-solving and any project that includes building/tinkering with tools. Dylon holds a BS Consumer Economics from the University of Georgia.