Top health organizations name Customer Experience (CX) as their top strategic performance measure. Proven to increase loyalty, drive revenue, and boost lifetime value, CX has been the battleground for business and has easily overtaken price and product as top competitive drivers.
With the number of connected devices rising and movement to remote working, experiences between health-focused brands and their customers have become increasingly digital. These organizations are actually thinking past even CX and moving into a Total Experience (TX) mindset. This perspective recognizes that everyone: employees, customers, prospective customers, and vendors want to interact with organizations in a seamless way. It’s no longer enough to simply focus on education or acquisition; loyalty is built through internal and external efforts.
From CX to TX: What’s the difference?
Customer Experience (CX):
The sum of all interactions a customer has with a company, across all touchpoints and all phases of the customer lifecycle, including how customers perceive the value of those interactions.
Total Experience (TX):
A strategy that creates superior shared experiences by interlinking the user experience (UX), customer experience (CX), multi-experience (MX), and employee experience (EX) disciplines.
Digital Experience Platform (DXP):
This is how organizations digitally showcase their brand to respective audiences. It is the technical platform that manages, delivers, and optimizes digital experiences consistently through every step of interaction, for every audience, on any device.
Customer Journey Map:
An integral part of CX to TX strategy, this is a diagram that illustrates many of the interactions a person has with a company, including information gathering, buying stages, touchpoints, goals, motivations, and feelings.
How can we do it?
Discover more about your consumers
Digital experience platforms (DXPs) are designed to help deliver connected experiences that set brands apart from their competition. But, if you are unsure how the current experiences are performing or who it is reaching, it can become difficult to know how to develop the strategy to leverage it. These tips can help ensure the audience stays at the center of all of your digital experience initiatives.
Step One: Benchmark the maturity of the current experience
44% of organizations think a unified experience is too hard to pull off. It’s true, there are a lot of moving parts to consider — everything from defining the implementation and governance team and their responsibilities to making the most of your social listening technology. Your chosen digital experience platform sits at the heart of it all. Some of the leading DXPs out on the market now are Acquia, Sitecore, Adobe Experience Manager, and Optimizely. Each has their pros and cons and should be chosen according to an organization’s particular needs.
Getting the DXP implementation right is critical to delivering the best experiences to the consumer. Once the platform is in place, it’s important to pull all of the known usage data together to fuel personalized experiences for all consumers. Personalized paths drive higher acquisition, retention, and employee engagement.
Using an implementation checklist, identify gaps in your organization’s strategy and resources to help guide where to place investments. At minimum, the checklist should cover at least the three main areas required for a successful DXP implementation:
Step Two: Seek to understand each customer journey
A customer journey map helps leading organizations understand the different ways that audiences interact with your brand, as well as their goals, motivations and feelings. The map is a living path to identify and prioritize interactions that lead customers to meeting their goals. In truly understanding each audience’s path to their particular finish line, organizations can find ways to tweak and tune the DXP to make experiences frictionless and get consumers to their goals faster.
That user experience, across all digital channels and touchpoints is the most direct reflection of your brand’s TX. To increase brand loyalty and the value of your business, customer journey maps and the overall user experience must be living. As audience behaviors and expectations change and evolve, the digital experience must follow suit. Constant evaluation and updates may seem laborious, but even removing one roadblock within someone’s journey can make a difference between deepening loyalty and drifting off to a competitor.
Journey maps are the backbone of customer (hence, digital) experience programs.
—Forrester
Step Three: Prioritize areas of opportunity
Once the journeys are mapped and you understand what each of the audience segments are looking to accomplish digitally, it’s time to decide which areas to tackle first. Examine each touchpoint or interaction, along with all of its supporting data, to identify areas where you can help consumers get what they need while helping your business meet its own goals. In looking at the digital experience from all angles, the value for consumers, employees, and partners/vendors becomes clear (TX).
The choice of DXP can help connect the dots and determine which additions or streamlining opportunities will provide the highest value to the business and speed the progress toward total experience.
We hope you enjoyed reading the Phase2 blog! Please subscribe for regular updates and industry insights.
ANNIE STONE
DIRECTOR OF MARKETING SERVICES
The original version of this page was published at: https://www.phase2technology.com/blog/3-steps-to-getting-the-most-value-from-your-dxp
From engineering interconnected patient experiences to designing new digital platforms, our experience with hospitals and healthcare systems is extensive and touches on every facet of the business.
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