The Digital Experience Blockers

As the need for digital transformation increases and companies are trying to meet-up the demand, somewhere in the process overall customer experience is taking a toll. The role and responsibilities of a digital leader have increased tremendously to implement the right strategy and be accountable for the growth & execution.

Here are some of the factors that are the barriers to providing a great customer experience in a digital world:

1) Non-Coordination:

As the demand for building digital channels has increased due to a pandemic there has been tremendous work pressure on the teams to build innovative features at a faster pace to meet customer’s demands. One of the critical factors that are affecting the overall process is coordination between internal departments. It is interesting to see is when there is a customer complaint the groups are very quick at finger-pointing at each other rather than looking at the issue holistically and try to fix it. Teams have seen to become ignorant and do not take accountability regardless of the problem. Digital leaders might need to do extra work in creating awareness across the company to increase co-ordination and work on resolving customer issues quicker as one team.

2) Lack of leadership:

Most of the leadership roles in digital teams are either non-reachable or do not seems to care what is happening at the ground level. Status quo, hiding from people, and attending meetings all day won’t help. Digital leaders need to take extra time out and avoid meetings that are not important to focus on talking to associates and customers and see what is happening. Management needs to own Voice of Customer’s report right from the executive’s office and try to spend a considerable amount of time walking thru each scenario with the team every day.

3) Blame Game:

Executives need to focus on creating more co-ordination across the companies and stop the blame game. In the situation of any issues or problems, the management needs to own the issue rather than making people scapegoat. In the case of customer complaints, the team needs to see where the issue was and how can it be improved rather than disowning the issue and blaming another department.

4) Customer Journey:

A lot of companies spend a considerable amount of time building customer journeys or some of the companies do not have even any journeys. When customers complain and report an issue it has been noticed that the digital team is very quick to pass on the issue to other teams or may blame another department for the cause. The executive team needs to own the journeys from the top and identify where is the real problem. It does not make sense to build applications and journeys when there is no accountability.

5) Fancy Apps versus Customer Experience:

In current times most companies are investing heavily in advancing online digital capabilities and try to meet customer demands. The list of features keeps increasing and customer experience keeps decreasing. The executive’s team needs to focus more on customer experience with the expanding digital landscape. Sometimes it is hilarious to see teams building fancy applications with zero focus on how the customer would feel. All of the innovation features are of no use if it does not improve the customer’s life, provide quality products, or enhance the customer experience.

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