Digital Customer Experience: Game changer or distraction?

23rd February 12pm - 4pm London

At their best, digital tools lead and shape customer interactions, can be informative, easy to use, and make information available on demand. But just as frequently, they can be frustratingly complicated, result in incomplete journeys and used as pushy sale tools.

These positives and negatives are also experienced in the digital tools we use within our companies. However, employees often have to contend with the added frustration of being forced to use poorly designed tools due to lack of investment in the lasted technology.

Digital customer experience undoubtedly presents both huge benefits and significant challenges, which in many ways reflect those of traditional customer experience. Done well, the digital environment can create effortless and engaging experiences that drive sales, loyalty and advocacy. But among the key challenges are obtaining a single view of the customer, the need for a company to talk with one voice, and the difficulty of addressing internal attitudes and silos.

Ultimately, digital customer experience is forcing many companies to revisit their core purpose. Thriving in a digital ecosystem requires a coherent, authentic and inclusive approach to customer experience, but to what extent should digital merge with existing approaches to customer experience?

Discussions on this topic will cover:

  • The benefits and challenges of a ‘digital first’ approach to customer experience
  • What needs to change to deliver effortless digital experiences
  • The importance of using digital to create functional connections for customers

As ever, your input at the discussions would be valued.

By Tony Reeves at 7 Feb 2017, 12:47 PM


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