No matter where your business is on the digital maturity scale, building, implementing and optimizing a successful digital customer experience is challenging. It takes significant organizational commitment, planning, time and resources, and requires a steady hand in governance that is difficult to cultivate. Yet working towards building a seamless DCX should be priority 1 for your company, regardless of size, scale or industry. Below are 5 reasons businesses often struggle to maximize the digital customer relationships:


Perhaps nothing is more disruptive (in a negative context) to an experience than asymmetry. And far too often, radical variability exists within a company’s digital ecosystem. Inconsistency in branding, content, functionality and/or performance all negatively impact the effectiveness of your digital relationship with the customer.

According to a recent Market Watch statistic, consumers will use an average of ~ 6 touch-points prior to making a buying decision. People are finding you, re-finding you and validating you through a multitude of channels and devices, so it’s critical you’re consistent in message, design and capability.

Consistency is even more important in mobile, where a recent survey showed that 53% consumers regularly use their mobile device to research products or services before purchase, and as many as 85% are unlikely to do repeat business after a negative mobile experience.

Depending on the size and relative digital maturity of your company, it’s good hygiene to do recurring audits of all your digital channels to ensure alignment. As Francis Bacon said, consistency is the foundation of virtue.
According to a recent Market Watch statistic, consumers will use an average of ~ 6 touch-points prior to making a buying decision.


Many companies are just starting the scratch the surface of their analytic capabilities, and most aren’t very good at it. With the influx of web-based analytic and data visualization tools that present vast amounts of data, it’s very easy to be distracted by all the noise. It can prove quite difficult extracting valuable, actionable metrics to support decisions in how you engage your customers digitally. But it’s really important you do.

Neutralize the fog of extraneous data by defining clear KPIs prior to introducing any analytic service or campaign. This will allow you to focus on the important information that can effectively inform business decisions, rather than spending time crunching less worthy numbers.

Remember, the DCX is a continuum, and content, design and technical approaches need to be constantly shaped by relevant, up-to-date data.


Gartner recently stated that by 2018, companies that fail to share VoC data across channels will see a dip in customer satisfaction and loyalty measures by up to 30%
Leveraging customer feedback is a critical aspect in creating and maintaining effective digital experiences, yet most organizations fail to do it regularly. Beyond direct user feedback from surveys, focus groups and interviews, establishing a clear reflection of the voice of the customer (VoC) that can be shared across channels is a critical factor in shaping relationships.

In fact, Gartner recently stated that by 2018, companies that fail to share VoC data across channels will see a dip in customer satisfaction and loyalty measures by up to 30%. That’s rather substantial, and certainly stipulates the need for a persistent 2-way flow of communication between the customer and your digital extensions.

Explore integrating VoC platforms into your technology suite to facilitate automated capture of user feedback, or at least look to incorporate regular surveying to ensure you are factoring customer feedback in your digital strategies.


For some reason content, despite being the perhaps the most critical determinant of success in digital experiences, is often still viewed as an afterthought in planning, designing and maintaining digital properties.

Companies commonly struggle with inconsistent, irrelevant or non-compelling cross-channel messaging, creating experience gaps that ultimately impact the customer.

Marketers are aware of this problem (according to eMarketer, 46% surveyed flagged it as their key focus in CX optimization), yet lack the requisite discipline or strategic foundation to support the production of valuable, customer-sought content.

A good place to start is by building a comprehensive content plan. This will help identify data-supported content types, message strategy and distribution processes, which are all paramount in establishing the proper footing to produce compelling content.


Personalization has been hot for several years now, yet so few companies effectively implement it. Why? Well for starters, it’s not easy. Successful personalization requires a fairly mature digital portfolio; chock full of gleaned insights, captured data, sound strategy and technology.

But it’s also extremely important. A 2016 study done by Forrester found that 68% of firms surveyed listed personalization as a top business initiative moving forward. The reality is, customers are continually looking for efficiencies and relevance in their digital transactions, and want an experience tailored to their behavior, preferences and prospective needs.
While many think of personalization as more of a B2C directive, trends continue to indicate that personalized experiences are just as critical in B2B business. According to a Gartner projection, by 2018 B2B sellers that leverage personalization will see revenue increases by up to 15%.

With many of the predominant CMS platforms providing tools to support personalization, it is getting easier on the technical front.

You can make the most of these capabilities and enhance your customer relationships by introducing targeted content and experiences that focus on the individual.
68% of firms surveyed listed Personalization as a top business initiative moving forward.
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