Think of the companies that create the most extraordinary digital experiences — Amazon, Netflix, Google, and Apple — and design and product images immediately come to mind and recollections of interactions surface instantly. These companies understand the power of creating and leveraging "omni-experiences" — amplified multidimensionally among ecosystems that include customers, partners, and employees. Omni-experiences transcend the direct experience, and they are born and delivered multidimensionally and take the customer experience to the next level. There are a variety of dimensions that make up this next-generation type of customer experience, including pricing. Returning to the dynamic pricing approach mentioned earlier, a number of customer experience impacts that need to be taken into account — for example, having too many offers — could potentially confuse customers, which could negatively impact the broader customer experience. Getting the balance right between choice and simplicity is something that service providers will have to manage carefully as they roll out new approaches in this space.
The digital transformation of this company is closely related to its ecommerce platform rollout with a focus on delivering an omni-channel customer experience across the web, in-store, and on any client device (PC, tablet, or smartphone).
Within two years, its ecommerce traffic experienced exceptional traffic growth — from 11 million unique visitors in 2011 to 40 million in 2013.
So the key lesson learnt for this organization for this phase of its journey was linked to scaling the digital platforms for longer growth — clearly customer experience can be negatively impacted if this is not baked in to the approach up front.
Work on developing a platform that will enable repetitive experience creation and measurement in a scalable fashion for the longer term.
Test a variety of digital experiences and measure business performance improvements. Keep in mind that many digital tests won't achieve expected results without a full commitment from various stakeholders across the business.
Identify key triggers in the ecosystem that have the biggest impact in terms of loyalty and associated business performance and study the "ripple effect" and the value of marketing multidimensionally.