Mouyyad Abdulhadi, Head of Consumer Practices at Santander Bank, offered insights into what it takes to develop a successful digital customer experience program during his keynote presentation to Argyle's CX membership at the 2018 Customer Experience Leadership Forum in Dallas on Feb. 7. In his presentation, "Building a Digital Customer Experience Program," Abdulhadi provided tips to help CX professionals create successful digital CX programs from the ground-up.
According to Abdulhadi, it is important to understand the digital customer. Yet many organizations fail to allocate the necessary time and resources to learn about digital technologies. As a result, these organizations often are unable to use digital technologies to foster long-lasting partnerships with customers.
The line between building a traditional CX strategy and developing a digital CX program is blurring. Fortunately, organizations that understand how to engage and inform customers can build successful CX programs, regardless of channel.
Going forward, organizations must prioritize the CX. If organizations focus on finding ways to enhance customer partnerships on multiple channels, these organizations could differentiate themselves from the competition.
"Customer experience will overtake price and product as the key brand differentiator. I don't think this is surprising to anyone," Abdulhadi stated.
Although building positive customer experiences once was a siloed effort, all departments within an organization are responsible for engaging customers digitally. If departments work together to bolster the digital CX, these groups may help their respective organizations stand out to consumers.
"All departments are responsible for the digital experience," Abdulhadi noted. "Every department – either primarily or secondarily – is responsible for the digital experience, and building a digital experience in a silo creates inconsistencies and frustrations for customers."
Developing an omni-channel digital CX strategy is a top priority for many organizations, yet few organizations understand exactly what it takes to collaborate with customers across various channels.
"Customer experience will overtake price and product as the key brand differentiator. I don't think this is surprising to anyone."
If organizations explore ways to connect with customers across a wide range of channels, these organizations can adapt to customer needs. Then, these organizations can fulfill customer requests faster and more efficiently than ever before.
"Omni-channel is more than a buzzword. It involves understanding the customer experience and adapting it to every possible channel that we have," Abdulhadi indicated.
A digital CX program is more than just a part of a CX program; conversely, it now represents the staple of CX. As such, organizations must be ready to incorporate digital technologies into their day-to-day CX efforts or risk falling behind rivals in a fierce global marketplace.
"Businesses are no longer building digital experience programs; they're building customer experience programs," Abdulhadi pointed out. "These programs are inherently connected whether we are ready or not."
"Omni-channel is more than a buzzword. It involves understanding the customer experience and adapting it to every possible channel that we have."
Digital technologies also can help organizations provide consistent, unforgettable experiences on myriad channels. These experiences can help organizations foster trust with customers as well as improve their customer satisfaction and loyalty levels.
"The seamless experience between a retail store, an online store and a mobile app … can provide a unified look across all channels," Abdulhadi said.
Ultimately, Abdulhadi offered seven steps to help organizations build successful digital CX programs:
- Assess the CX. Organizations must define their CX goals.
- Build a CX roadmap. With a roadmap in place, an organization can determine the necessary steps to bolster its CX levels.
- Get executive buy-in. Teaching executives and other key stakeholders about the customer journey and the importance of building a digital CX program is paramount for an organization to accomplish its immediate and long-term CX goals.
- Implement the CX program across an organization. It may take many weeks or months to deploy a digital CX program. However, when this program is in place, an organization can take the first steps to foster partnerships with customers across mobile, social and other digital channels.
- Train employees and build a culture around the CX program. Workers are at the forefront of an organization's digital CX program. If an organization teaches employees about a digital CX program and responds to their concerns and questions, it may be better equipped than ever before to drive collaboration across multiple departments.
- Measure and analyze key CX program metrics. Analyzing customer behaviors across digital channels enables an organization to implement program improvements.
- Expand the CX program. An organization must constantly work to bolster its digital CX program.
Lastly, organizations must be ready to update its digital CX program to meet the needs of customers in a rapidly evolving global marketplace.
New digital technologies are becoming available, and organizations should adapt to these technologies. With a flexible approach to partnering with customers, organizations can keep pace with new digital technologies and use these technologies to deliver exceptional customer experiences.
"Preparing for the future of digital and understanding how we can leverage new technologies to improve the customer experience ... can help us stay ahead of the curve," Abdulhadi noted.
Mouyyad brings forth a diverse background including digital transformation, digital marketing, analytics and customer experience design.
Mouyyad currently builds the customer experience for Santander Consumer USA, a subsidiary of Banco Santander. As an entrepeneur, Mouyyad is a partner with LINK Marketing Studio, developed an app called Luper, to remind people to stay in touch, and is currently working on a new project in the Fintech space using blockchain technology. He speaks Arabic, is learning to play the Oud, loves to travel and enjoys photography.