5 easy steps to integrate digital channels into your CX program

This requires close collaboration between CX teams and their digital counterparts. Yet many CX and digital teams today operate in isolation, leading to duplicative activities, disjointed journeys, generic interactions, and missed CX insights and improvement opportunities.

To get you started on the journey of adding digital channels to your customer experience efforts, we’ve simplified it into five quick steps to help you  grow and get derive more value from your current strategy:

Step #1: Forge Partnerships with Digital Stakeholders

• Create a network with potential partners across various digital teams.
• Understand what skills, data, and tools they can contribute to your CX objectives, and explain your CX vision to them.
• Start with a focused use case by choosing an initiative both teams can rally around to demonstrate the value of collaboration.

Step #2: Map a Key Customer Journey

• Identify an important customer journey that include digital steps and develop a holistic, customer-centric understanding of the end-to-end path.
• Bring in the stakeholders you previously onboarded to map the selected journey and start planning your digital listening posts and feedback collection strategy.
• Don't forget to connect with non-digital and omnichannel journeys by capturing customer feedback during digital steps of broader experiences.

Step #3: Set Up Passive Digital Listening Posts

• Establish passive listening posts across your digital platforms to capture unsolicited feedback.
• Create an always-on feedback tab on your digital platforms to allow customers to provide input whenever they wish
  
• Remember to embed feedback mechanisms directly within specific pages to gauge the effectiveness of particular content.
• Always offer an accessible "Contact Us" form to keep all communication channels open. 

Step #4: Use Digital Analytics to Understand Visitor Behaviors

• Set up digital experience analytics tools to observe and measure sessions and visitors’ actions.
• Combine behavioral data with experience and operational data to gain comprehensive insights.
• Trigger active intercepts based on real-time behavior to prompt dynamic feedback requests for visitors showing signs of struggle.

Step #5: Build Initial Automated Workflows

• Create workflows that automatically route insights to the right stakeholders.
• Determine the responsible teams and empower them to effectively follow-up.
  

The key to a robust and growing CX Program is integrating all the elements that shape a customer’s journey through digital channels, and how each team can uncover and resolve digital pain points, improving the overall user experience.

By leveraging digital capabilities, organizations can customize experiences and feedback based on individual behaviors and preferences, and proactively solve pending issues. 

Finally, by providing coordinated, on-brand support that connects digital self-service with human support when needed, you can enhance the customer experience and drive long-term business growth and loyalty.