How Digital Masters Transform Their Customer Experience



If you want to transform your customer experience, you can take a page from the playbook of the Digital Masters.

Digital Masters are the ones who do digital transformation better.  They do so by building better digital capabilities and better leadership capabilities.

And when it comes to customer experience, Digital Masters also do things differently.

But what do they do?

In the book, Leading Digital, by George Westerman, Didier Bonnet, and Andrew McAfee share what they learned about how digital transform their customer experience better.

Here are 4 specific things that Digital Masters do when it comes to transforming their customer experience…

1. Digital Masters Do a Deep Dive on Their Customer Behavior Patterns

The first thing that Digital Masters do, is they really learn about the pains, needs, and desired outcomes of their customers along all their journeys. 

This includes physical and digital.  

By putting themselves in their customer’s shoes, and looking through the eyes of the customer, Digital Masters find new opportunities to reduce friction and to create a more seamless experience across physical and digital boundaries, as well as to find new opportunities for creating better customer experiences.

Westerman, Bonnet, and McAfee write:

“First, Digital Masters spend time understanding customer behavior and designing the customer experience from the outside in.  A Digital Master figures out what customers do and why, where, and how they do it.  The company then works out where and how the experience can be digitally enhanced across channels.”

2.  Digital Masters Increase Reach and Engagement Through Digital Channels

Digital Masters connect with their customers in new ways through digital channels.  They use apps and social media to learn and respond to their customers.

Westerman, Bonnet, and McAfee write:

“Second, Digital Masters use digital technologies to increase reach and engagement through smart investments in new digital channels.  They provide user-friendly mobile apps, develop rewarding social media experiences, and rebalance their marketing spending to reinforce the engagement.”

3.  Digital Masters Use Data to Inform Changes

Digital Masters look beyond biases and they balance their gut instincts with data from customer insights to inform their decisions and design choices .  

They use telemetry to learn what works and what doesn’t, and exploit behavior patterns and to create more personalized experiences by leveraging predictive analytics.

Westerman, Bonnet, and McAfee write:

“Third, they put customer data at the heart of the whole customer experience.  They become more scientific, using metrics and analytics to inform the change–everything from understanding current usage of their products and services to segmenting the customer base and proactively offering personalized deals and designing predictive marketing campaigns.”

4.  Digital Masters Mesh the Physical with the Digital

Digital Masters leverage their existing assets by finding creative ways to blend digital experiences with existing physical ones.

Westerman, Bonnet, and McAfee write:

“Finally, Digital Masters work to seamlessly mesh the physical and digital experiences, not by replacing the old with the new, but by using digital technologies to enhance the customer experience by leveraging valuable existing assets.”

If you really want to change your game, start by changing your customer experience.

At the end of the day, the value of a business is the value of the customer experience.

The Digital Masters have learned how to create better customer experiences by working backwards from the ideal experience.

Be the customer, feel the pain, and use technology to enhance, explore, and exploit the art of the possible for your customers.

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