Dominic Graveson outlines a new project that will paint a picture of how brands are tackling the challenges of delivering an increasing combination of core services and being heard online in 2012.
A good definition of digital customer experience is as “any touch point or contact that your customers or prospects have with your brand through digital (online) means”. Over the past five years this has changed in scope from a territory you pretty much controlled yourself (through service delivery for some, web presence, communication and ad campaigns) to a beast which pervades
almost all aspects and context of daily life.
This, quite understandably, can appear overwhelming to many, with the continuing march toward distributed content, multi-channel consumption and social media ubiquity. Your campaign or presence can sometimes appear like it’s fighting an uphill struggle against the tide of popular opinion.
This is where the
Digital Customer Experience Survey 2012 aims to help. Created in partnership with our friends at MyCustomer.com, the
survey aims to cut through the jargon and paint a picture of how brands are tackling the challenges of deliverin an increasing combination of core services and being heard online in 2012, and balancing awareness of their customer’s ownership of their conversations about their brands with the official marketing message.
The
DCE Survey comes from a rich heritage of industry research and analysis from the cScape stable. cScape were the first with the Customer Engagement Survey way back in 2007 which is now in its 5th year and is the largest of its kind in the world with over 1,000 respondents from over 50 countries. The DCE Survey picks up from here with a more focused look at how companies are delivering core services to customers and channel shifting customer contact into the digital space.
Digital customer experience may be a moving target, but one you need to keep top of mind to stay within the most humble of customer expectations. However you define it, and whether you deliver core services through the web or not (and these days you probably do) it is being driven by changing customer expectation from a generation of consumers native within the Facebook/Foursquare/Twitter universe. We would love to hear how you are experiencing the adventure!
Delivering customer experience digitally offers a massive opportunity to learn about who your customers are, what they want, why they love you, and what you can do to improve. It is so much more an opportunity than a threat. By placing digital at the heart of your business, you can truly understand how your customers tick. What drives them to buy, when they have the greatest need, and when you can add value.
By
taking part in the survey you will join other businesses in learning more about your activities and how key strategies across customer lifecycle touchpoints, customer services channel shift, social media monitoring and direct dialogue with users can create a virtuous cycle of quality delivery and ongoing feedback leading to improvement.
The big challenge has been how businesses make sense of all this as a whole. It has been on the edges for years, but now orgs are starting to bring it all together and this survey hopes to uncover the key trends in that transformation.
Tags: digital customer experience survey
Posted by Dom Graveson | Customer engagement, Design, Digital strategy, Entrepreneurship, Foundation thinking, INNOVATION, R&D, social, UX | No Comments
by Ed Lloyd-Williams
Content is being consumed across more and more devices than ever before. As new technologies shape the digital landscape, audiences are dispersed across a multitude of devices including; smartphones, tablets, and connected TVs. The number of different formats required makes delivering content extremely difficult and it is only the large and dedicated that can reach them all though specifically optimised sites.
[Read more...]
Posted by ed | Design, Digital strategy, Mobile computing, UX, Web design | No Comments
I’m a huge fan of open source and the benefits that a passionate and expert community of developers can bring. A slight annoyance of mine is when commercial companies use the open source debate for their own commercial gain, while dismissing the efforts of other commercial venders in the process. I’ve started to see a worrying trend towards this, encapsulated by a recent post by Aquia.
I wrote a reply to the author, copied below, I’d welcome thoughts and whether anyone else finds the trend both annoying and worrying…
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Posted by admin | CMS | 3 Comments
By Ed Lloyd-Williams #edwardglw
About 10 years ago the average conversion rate on any given site was about 2%. This was well before the current $25.8B online advertising spend (in the US alone). You would think with all that spend that conversions would have increased, but they haven’t. They are currently 2.2% (fireclick.com), with an industry-average bounce rate of 20% and approximately 97.8% of the visitors to any given website leave unsatisfied.
[Read more...]
Tags: Personalisation
Posted by ed | Customer engagement, Design, Digital strategy, UX, Web design | No Comments
By Ed Lloyd-Williams as published on MyCustomer.com.
Many large companies are still thinking about how to embrace the social space and others have sophisticated social media strategies. For some, blogs, forums and collaboration spaces are all used as a matter of course on many intranets, but the take up of social technology on corporate internet sites is treated more cautiously. For others all things social is something to be used to spread messages.
[Read more...]
Posted by ed | Customer engagement, Design, Digital strategy, social, UX | No Comments
by Ed Lloyd-Williams #edwardglw
I have been thinking about our positioning and how we can bridge our offering of Corporate website design & build with Branded intranet portals. ‘Digital service design’ is emerging from ‘Service Design’. This has been reported by Forrester recently.
[Read more...]
Posted by ed | Design, UX, Web design | No Comments
by Ed Lloyd-Williams
Designing an intranet is seen by some as; at best a major challenge that is to be embraced by all who are involved in the process – and at worst, a thankless necessity that is the bottom of a list of priorities.
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Posted by ed | Customer engagement, Design, Web design | No Comments
By Ed Lloyd-Williams
HR-inform is a new site with a new brand positioning. Created for the CIPD (a membership organisation and professional body for HR professionals), it provides premium content and service assistance to subscribers – who may or may not be members of the CIPD.
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Posted by ed | Design, Digital strategy, Web design | No Comments
I bet I am not the first person today to tell you ‘everything is changing’. We hear it all the time, it’s used to alarm, engage into action, and more often to place a gulf between those that know what the change is, and those who don’t. In times of recession and social upheaval behaviours change, and at the sharp end of that change, lies customer behaviour. A good example of an indicator of this is a study Gallup Consulting commissioned recently into customer attitudes. One piece of research asked two questions:
The first asked consumers whether they thought they have been spending more or less money in general over the last few months. The second asked if they thought they would be saving more in the coming months. You can guess the answers, spending less and saving more. However, when these studies have been done in the past, the attitudes tend to be temporary – i.e. ‘I will spend less for the next few months, but afterwards it will get better’. This time the results are rather different, when asked if they thought these behaviors of spending less and saving more were temporary, over twice as many people for each question said no they didn’t expect this behavior to change… that this is a ‘new normal’ for them.
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Posted by Dom Graveson | Customer engagement, Digital strategy, Entrepreneurship, Foundation thinking | No Comments
Here’s a timely puzzle for those of you who enjoy a moral conundrum:
July 2011’s Harvard Business Review features a thought-provoking little story about a global bank executive who reports an encounter with a customer with a complaint around perceived poor value who normally qualifies for the lowest most basic level of service. However, there was one small detail which made this an unusual case – this individual had over 100k followers on Twitter. Despite the bank not having very much of a strategic or operational approach to social media, the executive was still wondering if the customers ‘influencer’ status merited special treatment. [Read more...]
Posted by Dom Graveson | Foundation thinking | No Comments
