Six Ways to Ensure Your Digital Experience Is Excellent. In a Digital-Focused World, Make Sure You’re Working With the Best

12. Januar 2021 Posted by Demetrios Nerris

A digital experience takes place when a customer has an interaction with an organization exclusively through digital technology. The world was already heading in an increasingly digital direction, but in the wake of COVID-19, as more and more teams and organizations have been working remotely and relying on technology to power their workflows, a strong digital customer experience has never been more imperative. What are some steps you can take right now to maximize your digital experiences? 

  1. Invest in strong customer experience software

In order to ensure that they’re providing the best possible customer experience (or CX), companies need to prioritize their customer experience platform — cheaper one-trick-pony solutions won’t cut it. A strong CX platform will offer personalized options to the customer, ensure that their information is secure, and offer quick and reliable self-service when needed. Advanced data collection and machine learning personalization solutions included in a CX platform make a well-rounded solution crucial to invest in.

      2. Provide a secure platform

When providing secure personal information such as a bank account or patient ID, customers need to be sure that private and personally identifiable information is handled safely and securely. Though customers are generally willing and enthusiastic to engage in convenient digital experiences, the major data breaches of recent years still leave plenty of consumers understandably skittish about providing organizations with personal info. According to data gathered by Lift361, “strong security increases overall customer satisfaction from 13% to 40%, and customers have shown they are willing to spend more with companies they trust to protect their privacy and data.” Ensure that your tech has personal security measures in place and be transparent with users and prospects about just how safe they can feel using your platform.

HCL Digital Experience is one of the most secure solutions out there, trusted by 8 out of 10 of the world’s largest banks

 

      3. Make sure your solution “plays well with others”

Excellent digital experiences are ones where the user- or customer-facing experience may look and feel simple — but the back-end systems and processes might actually be very complex. Think databases of health and patient data, bank and financial transactions and accounts, government entities who need to share information or resources. These are the kind of transactions millions of people rely on every day to get about their daily lives. And many of the back-end systems are legacy systems — or don’t run in the same operational ways and business processes as others.  Being able to bring these disparate and varied pieces together and deliver a unified, seamless, and even single-sign-on experience is what separates success and customer satisfaction and confidence from brand erosion and mass exodus to a competitor. Learn more about what to look for when you need to digitize business-critical processes here.

Another part of complexity that comes with delivering digital experiences is understanding who’s visiting and what they are doing. This data is part of what you need to know before you can deliver better, faster personalized experiences. The best solutions have analytics included, so that you can analyze and optimize with tools that offer “struggle” detection and resolution (for better, more personalized digital journeys), behavior insights (capturing and analyze site visitor behavior), and business analytics (so you get visibility into business impact and can improve experiences). The best solutions also let you scale, without compromising security, integrity, nor user experience.

      4. Optimize your digital experience management process

DX management is the process of monitoring, assessing, and acting on your digital customer interactions. A strong digital experience platform will make sure your team members can keep track of each customer interaction — where are they in their journey? How often do your emails reach them? Have they expressed any frustrations working with your organization? DX management software should be able to:

  • Personalize interactions 
  • Gather important customer and customer-journey data 
  • Categorize, deliver, and adjust based on those important data points and analytics 
  • Scale your CX as your business grows
  • Flag customers that are at risk of churning

      5. Provide omnichannel capabilities

It’s very likely that customers will use multiple channels to interact with your organization, like mobile, desktop, and even voice. Ensure that any action completed on one channel is automatically reflected on other channels, and make sure that your website is optimized for mobile. Customers should be able to click a link from an email on their email app, for example, and be seamlessly transferred to your site where they can easily complete their purchase. Make sure that large image assets or text blocks aren’t slowing down your site’s mobile loading.

      6. Make sure you offer flexible deployments — including the cloud

With more and more businesses moving their digital experiences to cloud-based deployments, it’s crucial to carefully evaluate their current implementations and create a cloud strategy and path to getting there — and get the boost of cloud for driving transformation and differentiation. Organizations need to be flexible about their journey to the cloud, since there can be challenges inherent in migration mission-critical functions and workloads. The new hybrid-cloud support in solutions like HCL Digital Experience, means you can get the benefits of cloud — but preserve the value of existing on-premises investments and deployments — to help “future proof” digital experiences. 

See also: 4 Features of a Cloud-Native Digital Experience

Investing in a stand-out DX solution like HCL’s Digital Experience is more important to businesses than ever, and that importance will only increase in the coming years. Schedule a demo with us to learn more about exactly how our DX software will best help your organization. 

What Is a Customer Experience Platform? the Last Great Experience Your Customer Has Becomes Their Expectation. You Need the Right Solution.

5. Januar 2021 Posted by Demetrios Nerris

Customer experience (or CX as it’s commonly referred to) is an increasingly important priority for companies of all sizes. Organizations need to deliver highly contextualized experiences — not just simple websites and mobile apps — to reach customers with the right information, in the right way, every time. Business models are shifting and all us are having to adjust and adjust quickly. The last great experience a customer has now becomes their expectation — plus 96% of customers say customer service is important when choosing the brands they’re loyal to. Customers are more and more empowered in transactions as they’re able to do extensive research before buying and can closely compare between one company and their competitors. As organizations focus on providing exceptional CX, they need strong technology backing their process. That’s where a customer experience platform comes in. 

What does customer experience software do? 

To first understand why customer experience software is beneficial, we need to take a look at what customer experience is and why it matters so much. We know it’s an important factor in solidifying brand loyalty — but what does a solid customer experience actually look like? 

It generally refers to the feeling and impression your customers are left with after they leave an interaction with your brand. This is a combination of how easy your website is to navigate, how helpful your customer support services are, how personalized the content it, how customized the experience is, and how much value they gained from your brand, services, or products itself. CX can be assessed with surveys, feedback, and churn rates. 

Customer experience platform software is the technology solution an organization will use to observe, measure, handle, and improve the customer journey. These platforms serve as one-stop solutions for making sure that an organization doesn’t lose sight of important customer experience needs and initiatives, and are able to successfully meet their customer experience goals by tracking customer behavior, raising red flags when their activity points to a likely churn or dissatisfaction rate, suggesting personalization tactics to improve their experience, and using analytics to identify challenges in a journey so it can be addressed and conversion rates can increase. 

Why does my organization need a customer experience solution? 

No matter how strong your customer support team members and solution might be, you’ll still want to see all of your customer’s data in one place in order to make sure their experience is as satisfactory as possible. A solid customer digital experience allows team members to easily access data like a customer’s purchase history, purchase frequency, and feedback, giving you valuable insight into what they enjoyed about working with you, and where you might have room for necessary improvement, along with displaying the data of your customers en masse so you can identify bigger trends and catch issues that might lead to churn. These kinds of capabilities, along with the ability to bring in diverse systems, solutions, and sets of data, is exactly what the recent integrations between HCL Digital Experience (DX) and HCL Unica Discover allow you to do.  

Get access to the info you need — and only what you need 

An advanced customer experience platform allows role-based user access, so team members are only presented with the data and information that they need to better complete their part of the customer journey. Team members won’t get overwhelmed with too much information, and they’ll be able to leverage the data they do need to help improve CX in their area of expertise. 

Advanced platforms will also allow organizations to seamlessly integrate data and insights and use these to address customers’ needs. This is highly recommended (along with role-based access) when choosing a CX or DX solution. If you’re looking for a fully featured platform, consider HCL Digital Experience, with new analytics tools, completely reimagined content creation tools, and the broadest cloud-native support in market.

How and Why You Should Digitize Business Processes

15. Dezember 2020 Posted by Demetrios Nerris

If it wasn’t abundantly clear before, the COVID-19 pandemic has proved that digitizing business-critical processes (and making teams productive remotely) is key to business continuity. Whether a business has 50 — or 50,000 — employees, its operations are influenced and impacted (if not completely overhauled) by technology designed to speed up, connect, improve and sustain work in the modern world. Digital transformation for enterprise organizations is a no-brainer. It’s the “how” that defines what success looks like.

For some companies, embracing this digital transformation has been a gradual process of adoption.  Others have been digital all along, or they jumped in headfirst, undergoing a major overhaul all at once.  And for some it’s still an overwhelming burden, approached tentatively and perhaps even with aversion to change and new technology.  No matter the scenario, there’s little doubt, especially with remote work becoming ubiquitous, that old-school business processes that involve emailed documents and spreadsheets (or even paper-filled file cabinets) is not the way to go. 

Digitizing business processes refers to the integration of digital information — pieces of physical, non-digital material that has been converted into a digital format — into an automated workflow that can replace manual, disconnected and paper-based processes.  It means digitizing business processes, increasing employee productivity, and improving customer satisfaction. It provides dramatic benefits to employees, partners, customers and the organization as a whole. Converting not just documents and data to digital, but also workflow, transactions, functions and processes, can be very complex. There are many payoffs, however.

You will save time and money 

Using digitized processes can free up employees from a multitude of monotonous tasks. Rather than email chains for tedious and regular processes approvals, regular and routine functions (payroll, time logs, inspection signoffs, etc.) can be routed through workflows automatically. Functions such as financial transactions, insurance claims, medical prescription processing, in-house training can be automated and make teams more productive and efficient. People are free up to focus on real priorities and the needs of the business instead of avoidable minutiae.

Productivity and communication are increased 

The digital platforms now available can link employees via chat and messaging services, giving them the ability to work efficiently from anywhere. They also help keep teams safe and informed during business disruptions or crises. Teams are able to collaborate virtually using software that can store, organize and share information like.  Communication to your audience becomes faster and more seamless.  By digitizing your business processes, you enable a level of connectivity that has quickly becoming the new normal. 

Your data is more accessible and more secure 

Digitized data and content can be accessed and protected by creating and providing authenticated and role-based access to core applications and processes, allowing access to only those who specifically need it.  Locating a single file is as easy as clicking a button; accessing an entire collection of documents is just as simple, and can be done from work, home, or in line at the Starbucks.  Data can be stored in servers either on-premise or on the cloud (or a combination), protected by security protocols designed specifically for your organizational needs.

Emphasize improved value and experiences 

Changing fundamental operations can cause some uncertainty, to say the least, among employees and customers.  But digitizing business processes is all about leveraging technology to create better experiences, for all parties. Make sure teams understand that any disruption to their current routine is in pursuit of a better work experience for them, and the same for customers.  Emphasize and be transparent about change and how much value they stand to get from implementing new ways of working.

Don’t get piece-mealed to pieces 

There are so many possible components to a digitized business environment, and so many specific hardware, software and application options that it can make your head spin.  And while it is possible to cobble together an infrastructure of odds and ends that manages to coexist and get the job done, it’s not highly recommended.  Even if all your systems and backend data and key functions are disparate, they can be brought together and unified in a digital experience if you find the right platform and solution.

There are many digital experience platforms (DXPs) out there to choose from. The one you choose needs to meet the needs of your business, specifically. It needs to be able to scale and grow. It should be able to streamline communication both within the company and externally to your audience.  It should have a comprehensive data storage and security system that fits your needs.  And it should add real value to your work and enhance the experiences of everyone who uses it.  Find out more about our latest version of HCL Digital Experience as a place to start.

Be strategic about your digital transformation 

To truly digitize your business process and undergo true transformation, you need to first conduct an honest assessment of your enterprise and where it is on the maturity curve of digital transformation. Identify worker skills and tools gaps. Anticipate and map out changing customer expectations. Learn and partner with line of business leaders to assess and map how they work. Develop roadmaps, and get organizational buy-in. Figure out pathways to experiment and reassess. Test, iterate, repeat.

We all need to transform the way we do business. You need a technology and services partner to get this done and find your path to the future. You need digitized processes, and new ways to engage your customers, partners, and audiences. We understand digital transformation. Let’s transform your business. Sign up for a free demo now.  

What Is a Content Management System? And Why Are They so Important for Today’s Enterprise Organizations?

7. Dezember 2020 Posted by Demetrios Nerris

If you’ve ever published anything on the internet, you’ve used a web content management system (or CMS) to do so (unless you’re a brilliant developer and built a site from scratch, which is very impressive, but highly time-consuming and impractical). These days, more than half of all websites are built, updated, and maintained via CMS portals, and that number is only increasing. 

What does web content management software look like? 

CMS portals — also referred to as web content management software, content delivery managers, and content hubs — look slightly different depending on the type of site they service (personal blogs require different functions than a B2C retail site, for example), but retain some similarities across the board. Your CMS software will have a menu that lets content creators and managers create and edit web pages such as landing pages, blog posts, and contact forms, ideally with only a few clicks. Creators will log in to the portal, find the appropriate page from an index tab, make additions or edits and … voila! Content managed. 

Why should you use a CMS? 

Content management systems like the Content Composer in HCL Digital Experience are major development time savers, since marketers and other content creators can easily go into the platform themselves to create and publish content. Digital asset management systems, which, if you’re lucky, are part of a CMS, also let you create, manage, and deliver rich media (video, images, animations, and text) to partners, customers, and employees.  

Workflow is often built into a CMS, or customized at the organizational level. Different users can be allowed various levels of autonomy within the platform, so that, for example, an intern can add text or edit a blog post, but a marketing manager can be assigned to approve any published changes. When the whole team is working directly within a CMS platform, requests and approvals can be made seamlessly, reducing the back-and-forth of external email communication and the risk of a task getting lost in Slack or email notifications. 

CMS portals also help ensure that brand guidelines are automatically adhered to in every new web page, since developers can implement brand colors and logo imagery within the platform itself. Templates and drag-and-drop capabilities are a big part of the redesigned content tools within the most recent version of HCL Digital Experience, and let teams quickly and intuitively build and organize content.  Teams that use CMS portals will still need to have a developer or team of developers to make high-level coding edits that content creators might not know how to do, but the dev team won’t have to manually build every new website change, freeing up their time for higher priority projects. You can deliver time-sensitive news and resources through your site without having to wait on IT. 

How can you find the best enterprise content management software? 

Ultimately, finding the right CMS for your organization is a strategic choice based on how easy the platform is for your team to learn, the unique features one might have that stand out to your team (Do you need strong retail capabilities? Are you a creative agency that needs a visually stunning site?) and the level of design capabilities that you need. Before committing to a CMS, make sure that the features that are a priority to your organization are available and user-friendly, and that the integration and learning curve required isn’t one that’ll overwhelm your team members. If your organization is one that is complex and has multiple systems and backend repositories of data that manage business-critical functions, you need a platform that doesn’t go down and can scale to meet the needs of the business.  

Features of strong content delivery platforms 

Besides the general abilities that content management systems need to include (the ability to create and publish content, add image assets, and add tags to blog posts, for example), it’s worth looking for a content delivery network that offers features such as: 

  • Integrating data and workflows/ your current tech stack 
  • SSO and security that’s working even when the platform is at rest 
  • Tools and an interface that’s intuitive to marketers/content creators
  • Flexible deployment scheduling
  • Role-based user access
  • Reliable, scalable technology 

With these guidelines in mind, content creators can find the CMS that best serves the needs of their organization and manage their content delivery as efficiently as ever. HCL’s Digital Experience is a great place to start if you’re looking for an intuitive, multi-faceted solution. 

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