We are witnessing the rise of a new generation of customers, often referred to as the “Connected Customer.” This new class of customer is not simply defined by age or other common demographics. The future of customer experience is unfolding in new directions by a much larger group… those of any age who live a digital lifestyle. Whether someone is 50 years old or 15, mobile and social technologies have changed us. As customers, we are more informed, more connected and more empowered.
A perfect example of the ageless digital lifestyle was the recent news story reported from the BBC. Her Majesty Queen Elizabeth sent her first tweet to announce the launch of a new exhibition at London’s Science Museum: “It is a pleasure to open the Information Age exhibition today at the @ScienceMuseum and I hope people will enjoy visiting. Elizabeth R.”
Brian Solis, Principal Analyst at Altimeter Group and futurist, talks about Digital Darwinism, which is when technology and people evolve faster than companies can adapt. More than ever, this is a threat facing most companies today. The connected customer expects and demands personalized engagement on their terms. According to Brian, the response to Digital Darwinism for companies is digital transformation. To do this, companies undertaking digital transformation must look to both technology and methodology to drive real changes in customer experience (CX).
However, there are inevitable gaps between the vision and the reality of digital CX. Any digital transformation around CX needs to take the end-to-end customer journey into account – across all touch points. Why is this important? According to the Altimeter Group Digital Transformation Survey, 88% of executives and digital strategists stated that their company is undergoing a formal digital transformation effort in 2014. Yet, only 25% stated that they had mapped out the digital customer journey.
When it comes to customer experience, where are you on the path to digital transformation?
To learn more, see our on-demand webinar featuring Brian Solis of the Altimeter and me, titled The Digital Customer Experience (CX) Imperative on Wednesday, November 12. We’ll help you identify the gaps and close the loop in your digital customer experience. View it here now!