Digital Experience

Digital experience is defined as an interaction between a user (customer, business partner or employee) and an organization that is only possible thanks to digital technologies. Digital experience can be provided by services developed with the use of the internet and other new technologies that go beyond the digitization of companies’ paper processes. Mobile apps, websites, and smart devices all provide a digital experience to customers, partners or employees who use them to interact with companies.

The digital experience strategy should not be an IT-focused enterprise, but a customer needs-oriented one. There is a crucial difference between using only digital technology and using digital technologies to improve customer experience and better address customer needs.

Digital experience should be considered as processes that physical processes cannot do. For example, a scanned document enables written information to be transmitted as a piece of paper can. Whereas, a digitally enhanced PDF would be the right example for high-end digital experience as it can include cross-references to other documents, right-click definitions, online collaborations, automatic translations, and digital signatures.

Digital Customer Experience

Digital experience is a broad category that encompasses the many digital channels businesses need to manage today. But digital experience is not the same as digital customer experience. Digital experiences are single interactions, while digital customer experience is the sum of all digital interactions a person has with an organization.

When companies aim to improve the digital customer experience, they are not limited to individual contact points, but also use user interfaces, mobile application usage, communication methods, real-time data in all interactions. they should take everything into account, strive to put themselves in the customer’s shoes and try to understand the impact and importance of digital channels in this regard.

Customer Relationship Management (CRM) and Customer Experience Management (CEM)

Before the concept of customer experience management entered our lives, the main changes were done on the CRM with an internal perspective. The focus was on developing appropriate processes, systems, and skills to manage the relationship with the customer. This certainly improved the customer experience, but it wasn’t sufficient. These improvements based on internal perspectives allowed the business to evaluate how well its services, employees and processes were performing rather than whether they were meeting customer expectations.

From what we have said so far, it should not be concluded that CEM replaces CRM. A successful transformation for CEM can only be achieved by building on CRM processes and practices.

CEM brings businesses one step closer to ensuring the highest level of customer satisfaction. To achieve this, Instead of asking questions “This is what we do, how well are we doing?”, We need to design transformation programs and ask questions by seeing the world through the eyes of the customer by asking questions “What is important to you and how good are we?”