Digitial Transformation (DX) Enables Customer Experience (CX) and Business Transformation (BX)

There is much talk about the focus on CX - Customer Experience - as the only differentiation left in this hyper competitive world of products and services. And to support that Experience, consultants will say that it will require BX  - Business Transformation. BX will require the right process and technology. But what will power BX? Better data? Better processes? This is provided by DX - Digital Transformation.

Take the case of a mobile phone call. My friends at Verizon are being laid off as T-Mobile, AT&T and Sprint gain market share. How can DX help Verizon to gain in CX and BX?

 

In order to improve CX, a modern BX is needed. But to have a modern BX, a DX needs to enable BX.

Total customer experience (CX) is key to winning market share back. Ben is making a call to Sally. His call reception is poor and eventual drops. He is unhappy.  Ben spends about $100 / month on his mobile phone, and he is constantly bombarded by offers to switch. With the right DX, the call at the source is tracked all the way to end (device information, call information). The call path is tracked (tower information). And the customer is tracked (customer information).

CX : The complete customer experience. Product. Service. Support

BX : The business transformation : real time information, insight analytics, global collaboration, cross silo sharing, machine learning/prediction/recommendation

DX : The technology that enables BX to grow CX. Cloud, single source of truth, multi-mode communication,  API access to cloud services, fast access to database

With DX, Ben's dropped call is known by customer service. When Ben calls, the CRM system already predicts why Ben is calling, shows suggested ways to appease him - tell him detail information about the dropped all and what will be done about it. With BX, a account representative can make a follow up "pre-emptive" call and offer Ben credit to stay. And while the customer service agent is talking to Ben, a technician (who happens to be up on the hill with the broken tower) and service it and save 4 hour round trip drive up the hill.

How is this fluid interaction of data and decisions possible? DX.