Customer and Digital Experience Excellence
A research & publication project by img and the University of Mannheim
Most recent contributions
The project short and crispy
img and the University of Mannheim are working together to examine and define the topic of Customer and Digital Experience Excellence (C/DXE) from a scientific as well as practical perspective, thereby creating a standard work on the subject.
On this blog, results in forms of definitions, value creation potential, case studies or recommendations for action, are continuously prepared and published until they are finally concluded in the form of a book.
The 11 most important consumer trends for an excellent customer journey
Even though the pandemic has accelerated these 11 trends named by Josh Howarth, they are still on a growth trajectory. What connects and drives most of them is technology. Especially in the areas of fintech (digital wallets), social media (social shopping) and augmented reality (VR/AR shopping). Those who want to differentiate themselves from the competition with an excellent customer journey and increase their sales will find new potential in these trends.
How L'Oréal uses augmented reality for an excellent customer experience
One technology that can serve the need to try products virtually is augmented reality. Here, additional information or features are added to the real world.
Why physical brand experiences are essential in the digital age
The way we live and work has changed dramatically in the wake of the pandemic. We have increasingly moved away from physical spaces to digital ones. These may currently seem more effective and productive to us, but the very element of magic that happens when people (and brands) come together in real life is missing.
The Relevancy Analysis
A powerful method to accelerate and successfully improve marketing communication, campaigns, content and product development
Messy-Middle – The mysterious place of consumer decision-making
Potential San Francisco travelers invest about 350 information and communication interactions in completing a travel/flight booking; around 80 to select a laundry detergent. Since 2015, the number of consumers who engage more deeply with their product decision in the so-called mid-funnel has increased by more than 250%. And the trend is still rising. What's the reason for this? Does everyone have too much time?
Artificial Intelligence: Enabler and Accelerator for Digital Customer Experiences
In this day and age, consumers no longer want a product or service to simply fulfill its basic functionality, like e.g., being able to get from A to B when purchasing a car. Artificial intelligence offers new possibilities in order to create excellent customer experiences.
An invitation to dance - The optimal customer experience in customer service
Everyone is talking about it, everyone is working on it, and some claim they have already achieved it: the perfect customer experience. What this means in detail, however, often remains in the dark.
The transformation to a CDXE culture
Customer orientation, customer focus, customer centricity, the customer at the center. All buzzwords that can be found in colorful flyers in every company. Unfortunately, the reality is dramatically different, because companies always look inward first and foremost.
Only what gets measured gets managed
A holistic Digital Customer Experience Index enables benchmarking on a multidimensional scale. The scale can identify weak spots and potentials for improvement. Furthermore quality enrichment on all relevant marketing facets can be assured.
What USAA is doing to prevail in its fiercely competitive environment by delivering an excellent customer and digital experience
As a financial services company, it is unusual for USAA to be an industry leader in terms of NPS. The radical measures that led to this are all the more astonishing.
Content experience: how to create excellent content offers?
Humans bind themselves to products by experiencing attention and sensitivity. Content manages to transport this empathy by solving real customer’s problems.
How to implement and scale customer experience excellence through data-based empathy
Experience excellence unlocks higher margins and marketing efficiency, thereby ensuring stable free cash flow to invest in further experience differentiation and monetization mechanisms. In order to start and sustain this feedback loop, data-based empathy plays a key role.
How do Chinese tech-companies relate to the hospitality industry?
The hospitality industry understood long ago that the guests must be at the heart of everything that hotels do. Consequently, over a long period of time, the industry has spent a lot of effort to understand guests’ needs and desires. Tech companies, in contrast, were able to come to an in-depth customer understanding in a relatively short period of time not just because of their proficiency in using technology, but because they look outside their own box.
How Alibaba & WeChat built their ecosystem with customer experience in mind
Thousands of businesses in Mainland China have their own mini apps on WeChat. This allows the customer that streamlined one-touch experience, which in an offline setting is what breaks or makes a mini app. People don’t enjoy standing in a physical location and spending time to figure out how an app works; they just want to get what they are there for and move on.
How Chinese companies deliver excellent customer experience
Hotel service excellence is highly dependent on the employees who deliver the service, whereas tech companies were able to go a step beyond that. Tech companies have not only understood the importance of customer service, but they are also constantly honing and creating systems to gain more data-driven customer insights.
What the hospitality industry tells us about C/DXE
When thinking about customer experience excellence, many people will consider luxury hotels as the primary example. Hospitality was one of the first industries to really focus on customer service. In the context of hotels, that kind of customer-focus came naturally, as the aim of hotels is to provide a home away from home for travellers. Today, one can observe that such a customer-centered mindset also pays off in many other industries.
Importance of C/DXE for Business
Business success increasingly depends on firms’ expertise in customer experience management. Thereby, delivering superior customer experiences is not only important in the experience economy sector.
C/DXE as Competitive Imperative
Consumers now interact with companies through numerous touch points in multiple channels and media. What we must understand is that products and services are simply a means to an end with no value in and of themselves and that consumers buy them to have experiences.
Origins of the C/DXE Concept
For the past decade, customer experience has enjoyed significant attention in marketing theory and practice, although the concept can actually be traced back as far as to the economist Lawrence Abbott in the mid twentieth century.
C/DXE as part of the product
How are customers currently affected and benefited by Customer Experience Excellence? And how do companies and the industry even deal with it right now?
Always stay informed, get exclusive insights and participate in the project.
Don't miss out when there are new insights regarding C/DXE and this project.
Get access to exclusive content that are reserved for members of our LinkedIn group.
Be part of the publication project and participate in discussions, surveys and round-table events with fellow C/DXE-enthusiastic professionals.
Even though the pandemic has accelerated these 11 trends named by Josh Howarth, they are still on a growth trajectory. What connects and drives most of them is technology. Especially in the areas of fintech (digital wallets), social media (social shopping) and augmented reality (VR/AR shopping). Those who want to differentiate themselves from the competition with an excellent customer journey and increase their sales will find new potential in these trends.