How to optimize your customer’s digital experience in 3 steps


Gunilla Lindestreng

November 5, 2014

Digital experience optimization (DXO) is a level of maturity where organizations can interact with their customers across all channels seamlessly. Those who have reached this state understand their clients’ needs and will find new and innovative ways to give the most optimal user experience. By allowing customers to connect with you on different platforms and addressing their specific needs on that platform at that specific time greatly strengthens their connection with you.

What’s the point of achieving DXO? Customer loyalty for a lifetime. 

Want to know how you can earn and reward customer loyalty through smart and innovative solutions? Follow these three steps first.

Step 1: Remove impediments for your users

The digital and the physical world had stood at a distance from each other for quite a while. Having to jump inbetween worlds discontinues the experience and reduces or even cancels all your advantages of partially digitalizing the customer experience. Even when you provide digital contact points, making the customer jump between different systems that are disconnected can also disrupt the course of the customer experience.

Impediments can take on different forms including these:

  • Anything that interrupts the user flow or asks for more work from the user
  • Asking the user input the same data several times
  • Making the user to type in data which the system can get from somewhere else

All these diminishes the user experience and can cost you your customer.

Step 2: Resolve your users’ needs before they need them 

The latest for when the system offers a solution, should be in the moment when the user perceives that there is a problem. The user shouldn’t have to dwell on solving it himself for even one second without support already available from the system. Thinking before the client does is a lot of work but this translates into good research and targeting.

Step 3: Provide seamless solutions

Even better is that the user doesn’t even aware that there was a problem that needed to be solved in the first place. The solution should be integrated in the flow in such a way that the user doesn’t even notice that there was a disruption. 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.

What does DXO look like in concrete terms? At Capgemini, our clients who integrated DXO solutions within their customer experience projects have seen results like these:

  • 3,5% increase in conversion rate
  • 0,5% increase in order value
  • 1% improvement in retention
  • 10% reduction in incidents

If you can place your customers at the center of your business strategy and digital implementation it will be easier for you to focus on delivering an optimal, digital user experience.

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