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DCX Part 1: Building the Customer Framework – A taxonomy of technologies for accelerating customer experience

Author: Robin Gareiss, President & Founder

Delivering top-notch customer care is becoming more complex—and more vital—by the minute, with a plethora of technology options to address various facets. In order to outperform competitors and win more customers, Chief Customer Officers must develop digital customer experience (DCX) strategies that carefully consider which technologies and vendors they require to truly transform the customer experience.

Nemertes has developed a taxonomy for DCX, which covers five core functions of customer interactions, all of which increasingly incorporate various components of artificial intelligence. Additionally, they all are factoring in how to harness the tremendous power of the customer, given the influence and reach of social media.

The Nemertes’ 2018-19 Digital Customer Experience Research Study, with nearly 700 IT and business leaders participating, uncovers how organizations are using these technologies, what DCX projects were underway, and how they were measuring success, among other things. The taxonomy covers the following:

  • Management – Covers all the details, demographics, and contact information of customers and prospects, along with all activities and interactions with them. These basically serve as air traffic control for each customer (and prospect) relationship.
  • Communications – Provides all the channels to interact with customers, including voice, video, SMS, screen sharing, and live chat. They also cover analytics about these communications and management tools to make sure the underlying technology performs well, as well as analytics about the agents and interactions.
  • Service – Delivers functions to respond to customer inquiries, complaints, and needs.
  • Engagement – Gives companies the ability to further engage with their customers, with the goal of making them more loyal. They include apps such as loyalty programs, personalization, and more.
  • Success – Allows companies to measure how successful their customer interactions are, either in real time for a specific question, or over time for trends.

Though most companies need a broad strategy that covers all five of these areas, only 4% actually have such a strategy today. We expect this will change moving forward, as organizations bolster their focus on developing and prioritizing their DCX strategies. Only 25% of companies have a Chief Customer Officer today, but another 37% are planning to hire one by 2019, and another evaluating 22% such a move.

Step One toward building the strategy is understanding the landscape. This report sets the baseline for the ever-changing technology categories and providers of DCX. Future reports in this research series will address success metrics, organizational strategies, technology trends and prioritization, and provider ratings.


Table of Contents
  • Executive Summary
  • The DCX Framework
  • Adoption of DCX Framework
    • The Launchpad Decision
  • Application Decisions
  • Caring for the Customer: CRM
    • Customer Management Providers
    • Customer Management Feature Snapshot
  • Communicating With The Customer: The Contact Center
    • Contact Center Providers
    • Call Center Feature Snapshot
  • Serving the Customer: Customer Service Solutions
    • Customer Service Providers
    • Customer Service Feature Snapshot
  • Customer Engagement Management (CEM)
    • Customer Engagement Management Providers
    • Customer Engagement Management Feature Snapshot
  • Customer Success: Analytics to Measure Customer Sentiment
    • Customer Satisfaction Providers
    • Customer Satisfaction Feature Snapshot
  • Recommendations


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