Building your Experience Business -Insights has been saved
Building your Experience Business -Insights
A practical How-to Guide
Drawing on insights from our daily practice, Deloitte Digital has created this practical guide, called Building your Experience Business. It is designed to help organizations fundamentally change the way they engage and interact with customers.
Introduction: How to build your Experience Business?
A lot has been written about what it means to be an experience business, but very little about how to become one. Shown below are the most recently released chapters of the Deloitte Digital guide ‘Building your Experience Business’ containing common challenges and possible ways to solve them.
"The guide Building your Experience Business shows you how to create products and services people will love." - Mark de Koo (Director)
Chapter 1: Experience Strategy & Principles
An experience strategy describes what a brand stands for, the experience a customer can expect and how it is different from the rest. It acts as a compass that gives direction to the design of each customer experience. The strategy is implemented via the experience principles; a set of guidelines that must be met for each customer experience or journey within the organization.
"The Experience Strategy is your compass for the design of each customer experience." - Mark de Koo (Director)
Chapter 2: Design & Configure Customer Journeys
Customer journey mapping is nothing new. Almost all companies that we work with have at least once mapped out a customer journey. But how to design an effective customer journey and – even more important – how to configure one?
"Designing and configuring customer journeys is an art on itself" - Anneli van Huizen (Manager)
Chapter 3: Track & Trace Customer Journeys
Customers increasingly expect organizations to offer consistent and personalized interactions across online and offline channels. Customer-facing departments try to keep up by tailoring each interaction to individual needs. However, identifying and acting on these needs in a consistent manner is more easily said than done. The challenge is to develop an integrated view of needs and performances across these interactions.
“Gathering data across all touchpoints and translating it into valuable and actionable insights is key for optimizing the customer journey.” – Deloitte Digital
Chapter 4: The Secret Ingredients of a High-performing Customer Journey Team
Providing seamless customer journeys requires seamless collaboration within your organization. That’s a no-brainer. The better teams work together, the better they are able to oversee the total customer journey and enhance the experience across all touchpoints.
"Improving customer journeys is not a one-time activity: it’s a new way of working for the long run." – Anneli van Huizen
Chapter 5: Supporting your Experience Business with a Digital Experience Platform
Gartner defines a digital experience platform (DXP) as an integrated set of technologies, based on a common platform, that provides a broad range of audiences with consistent, secure and personalized access to information and applications across many digital touchpoints. In other words, a DXP is a modern set of integrated applications that enable a relevant and engaging interaction for your customers across all channels.
"Connecting customer engagement platforms is key to building truly differentiating experiences." – Sander de Koster
Chapter 6: How to scale customer journey teams to elevate your Experience Business
Working in customer journey teams means shifting the focus from simply creating marketing campaigns to improving overall business performance through the entire customer journey. In order to do this effectively, the organisation must adopt a more horizontal, end-to-end approach that involves various teams working together to improve the customer experience at every touchpoint.
“Scaling customer journey teams is like a puzzle – fitting pieces together without conflicting objectives.” – Ivan Martinez (Senior Manager)