For example, the role of mobile devices. "This suite of empowering devices has driven customer expectations to new heights, and has increased the frequency of interactions between customers and businesses." (Last week's post on Gripe is a good example of this.)
But what makes a good digital customer experience strategy? Rogowski gave some good starting points:
- Start with company and brand strategy.
- Describe the intended digital experience.
- Direct activities and processes that support the defined experience.
- Guide digital channel investments
More than just a website or a twitter handle, a digital customer experience strategy needs to reflect the overall brand strategy and directly support and reflect offline brand activities.
Together, these elements add up to the real key to a successful digital customer experience strategy - seeing the digital world (mobile, social media and web) as holistic extensions of the brand. These digital touchpoints provide core moments to connect and engage with customers to create lifelong brand advocates.
So what does your digital customer experience strategy look like?
Looking to learn more about customer experience? Join us Oct. 3-5, 2011 for the Total Customer Experience Leaders Summit. Hear from the top B2B, and service oriented B2C companies on Measurement & ROI, Data Performance, Operational Metrics and Social Media CRM. Download the brochure here.
Plus follow us on twitter for updated information at @TotalCustomer.
Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing. She may be reached at firstname.lastname@example.org.