First Impression of the Article
I read the article Digital Customer Experience – Connecting the Dots, published by i-scoop, which included very interesting information and approaches to digital services and their affect on customer experience. Some of the approaches were familiar to me through my own experiences, and some information was completely new. Why I chose this article only just based on the title was, that I think the topic is very much in our everyday lives nowadays. The article also attracted me because not only it is around us everywhere today, will everything digital be even more common in the future. I am sure, that knowing about digital services, technology, and how customers experience all that will be beneficial knowledge in working life in the future.
Interesting Findings
According to the article, customer is always seen as one. It shouldn’t matter from behalf of the company, whether the customer is online or physically right in front of you. I think that’s an excellent approach when thinking about creating valuable customer experiences.
What makes the article relevant to the study units and my personal learning objectives is that it for sure defines the future of the working life in the tourism field. Everything is becoming more digitized year by year, but we still have to make sure to provide good customer experiences. In a digitized world customers are usually a numbers, or just names without faces. It is still important to not forget that they need to be treated and taken care of as well as if they were physically present.
The article made me think about a question that was asked in it. The question was: is there such a thing as the digital customer experience? Now, that digital services are more and more common, we can turn our thinking upside down. Instead of thinking about digital customer experiences as a new thing, we could think about it as the new “normal”. Therefore we would have to think about how physical contact customer service is experienced as it’s becoming even more rare.
The article makes the reader think broadly about what all matters in the digital process customers go through. Even a little thing can make the possible customer to click to close the page if there is something that doesn’t work like they expected. When I’m thinking my self, I would definitely try to give a chance to something that seems interesting to me, like a company or a brand. However, we live in a very hectic world, so might be that majority of people don’t have the patience or they think they don’t have time for something that at the end would have been very suitable for them, but at first didn’t just work the way they wanted it to.
Speaking of a hectic world, I think the key factors in the future are rapidity, ease and comfort. From the article I originally read for this assignment, I found my way to another article that was based on the interview of Gerry McGovern. Here to end my paper, I wanted to share this quotation from Gerry McGovern for you to think about.
“If you don’t make it fast and easy you lose customers. Fact. The easier you make it the more customers you win. Fact. Businesses are doing an incredibly poor job because to make it easy for the customer you almost always need to make it more complex for the business. Businesses don’t want to take on the complexity of making it easy for customers. We need to develop a return on investment model for ease of use. There are huge returns but we’re not measuring them”. – Gerry McGovern, CMS and customer experience pioneer.
Conclusion
After reading the article, I gained a better understanding on how different digital customer experiences there can be. I also learned that digital customer experience and traditional face to face customer experience don’t differ that much. The line is quite blurry, because the experiences customers get are usually seen as a whole. People want to get necessary things done smoothly and as easily as possible, no matter if they are happening face to face or online.
The article had many good questions in it that made me stop reading and thinking about an answer for the question. If I was ever to establish a company, I would want to read the article again to make sure I have remembered to think about everything in terms of digital customer service experiences.
Bibliography
Digital Customer Experience – Connecting the Dots. i-SCOOP. Accessed 21 March 2022 https://www.i-scoop.eu/customer-experience/digital-customer-experience-connecting-the-dots/.
Gerry McGovern: Content is Not the Strategy, the Task is. i-SCOOP. Accessed 22 March 2022 https://www.i-scoop.eu/content-is-not-the-strategy-the-task-is/.