Digital Experience Optimization (DXO) is a level of maturity in the customer interaction which makes the experience span across all channels. It is about understanding needs and implementing the right solutions in new and innovative ways in order to give the most optimal experience. The result that I see as weighing strongest from implementing DXO is that of loyalty. Customers are being met on different platforms together with their specific needs and that greatly strengthens the connection with the service provider.
The digital and the physical world stood for quite a while at a distance from each other. Having to jump in-between worlds discontinues the experience and reduces or even cancels all advantages of partially digitalizing the experience. Even if it is all digital, jumping between different systems which are not connected to each other can also disrupt the course of the customer experience.
From my point of view, basically anything that interrupts the user flow or asks for more work from the user is an impediment. Having to input the same data several times is also an impediment. Having to type in data which the system can get from somewhere else also diminishes the user experience.
Think about it before the user does
As I see it, when the system is offering a solution, it should come at the latest in the moment when the user perceives the problem. The user shouldn’t have to dwell on solving it himself for even one second without support from the system. Thinking before the client does is basically a lot of work and it translates into good research and targeting.
The user doesn’t even have to be aware that there was a problem which has been solved. It is ideal that the solution is integrated in the flow in such a way that the user doesn’t even notice that there has been a disruption which the system solved. They will surely notice the presence of the solution if they have ever used systems with similar goals but less concern for removing impediments or for that of doing it in a seamless way. And that is what I call a good path to gaining customer trust.
Capgemini clients that have benefited from DXO solutions within their projects have seen results of:
- 3,5% increase in conversion rate
- 0,5% increase in order value
- 1% improvement in retention
- 10% reduction in incidents
DXO is a level of maturity which looks to earn and reward customer loyalty through smart and innovative solutions. The customer is placed in the center and the business strategy and digital implementation are focused on delivering an optimal digital experience.
Introducing Digital Experience Optimization from Capgemini