The Importance of the Human Element in the Digital Customer Experience

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From UX to CX: Rethinking the Digital User Experience as a Collaborative Exchange is a new report by Capgemini Consulting and MIT Initiative on the Digital Economy (IDE) that highlights the development of a new approach to the management of digital customer experience, defined by the concept of Collaborative Exchanges (CX).

The report illustrates the transition from the interaction with the customer managed by the digital economy where the place of control of the client experience lies neither in the hands of the company nor those of the customer, but is negotiated through Collaborative exchanges.

This new form of collaborative exchange with the client consists of two main dimensions, namely the active participation of the customer along the organization’s value chain and the gathering of more information at every point of contact (touch point), so as to target and customize the offer.

Customers are now able to be involved at different levels in the value chain of a company, from research and product development, through the creation of content and logistics, right up to services.

At the same time companies are able to gather information at all levels to discover and define the knowledge of customers. The combination of strategic decisions based on the level of participation with mutually beneficial information flow determines a collaborative exchange of success.

Intersecting these two dimensions, four archetypes emerge Collaborative Customer Exchanges, which can help businesses to design exchanges a collaborative success.

  • Hosts gather information about its users, opening its value chain to the shared participation.
  • The companion work alongside their customers so that the shared involvement and user information are used to change the customer experience.
  • Advisors using information about their customers, while maintaining a tight grip on participation.
  • The directors provide services based on the subsidiary participation of the customer and the information collected.

The collaborative exchanges in a digital world require that companies are not based solely on scientific data, but develop a parallel competence of behavioral sciences. The granular analysis must be balanced with a focus on empathy. That’s why developing a comprehensive understanding of human behavior, values and feelings will be more important than ever in the digital economy.

Marketers are told daily that the success of their actions lies in the analytical data, the algorithms and artificial intelligence. Of course, this is imperative, but what this research clearly shows is that, in this digitally oriented economy, the human element is more important than ever.

By |2017-06-02T13:27:41+00:00June 2nd, 2017|Digital Empowerment, Digital India|1 Comment

One Comment

  1. Ogeto Daniel O. September 14, 2017 at 9:16 am - Reply

    This is very insightful and timely article especially in our current digitally charged economy. The longstanding foundations of many consumer-facing businesses (such as banks, for example) are built on personal, face-to-face relationships. Today, though, customer engagement is becoming increasingly self-serviced and transactional. People need to get things done while on the go, and companies need to get more done with fewer resources. Digital technology transformation does not mean that Twitter avatars and chatbots must fully take the place of actual humans speaking to other humans, even for companies that may have millions of users. New digital technologies are fast becoming ubiquitous: in all sectors of the economy, brands have had to adjust to an increasingly digital, mobile and automated world. But digital technology does not mean impersonal. I think that the key to success in the future is meeting the demands and expectations of customers for a fair balance between automated assistance and interaction with human agents. With time businesses will become acute to these notions, realizing the power of the ‘human element’ in the customer experience, and leverage their digital strategies to capitalize on this. In principle, rather than ‘eroding’ the human element of the customer experience, digital technologies are bringing this theory to life – and contributing to businesses’ growth.

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