How to establish a digital experience team.
While customer experience (or CX) is the aggregate of interactions between a customer and an organization, digital customer experience (or DCX) is limited to the interactions a customer has via digital technologies. And because every interaction a customer has -- whether online or offline -- shapes their impression of a brand, companies are increasingly forming dedicated digital experience teams.
What is a digital experience team?
A digital experience team helps define, understand, and shape a customer’s experience across digital channels. Examples of digital channels include websites, mobile apps, and social media platforms. In addition to building a strategy around digital experiences, digital experience teams also regularly evaluate new technologies that will advance the organization’s digital customer experience.
Launching a digital experience team.
When establishing your digital experience team, it’s best to start small and build from there. Ensure that your team has a short list of specific projects with measurable outcomes. This will allow your digital experience team to achieve a few quick wins with quantifiable business value.