Advancing through the Phases of Digital Maturity
Explore the phases below to learn more about what your results mean, and to garner a deeper understanding of how to advance your digital experience transformation journey to the next stage.
Phase 1: Problem Resolution
Businesses in Phase 1 of Digital Experience Maturity have low visibility into digital experiences across their websites and apps. Moreover, the visibility that they do have is utilized only occasionally to help solve ad hoc problems.
For example, such businesses may use session replay technology to contextualize feedback customers leave through Voice of Customer (VoC) tools, or to resolve customer complaints made through a call center or social media channels.
As such, experience data collected by the organization sits within Support or Customer Insights departments, and remains under-utilized & siloed there.
In early phases of digital experience maturity, everything served to the customer is based on a ‘we know what our customers want’ attitude, rather than actual customer data.
Getting to Phase 2
In order to advance to Phase 2, businesses must look to adopt an optimization framework that harnesses experience data to enable continuous improvement.
Phase 2: Conversion Optimization
Businesses in Phase 2 of Digital Experience Maturity move beyond solving ad hoc problems to adopt conversion optimization as their framework for improving digital experiences, and conversions as their measure of success.
Optimization teams research areas of opportunity for improving conversion rates across their websites and apps, hypothesize actions they can take to improve performance, and test the suggested changes. If the changes result in more conversions, they roll them out; if not, they start the process over.
Analysts might use heatmaps or session replays to visualize or provide qualitative examples of insights garnered from more traditional analytics data, like Google or Adobe analytics data, and to help prove or disprove hypotheses.
Experience data thus plays a supplementary role in conversion optimization. The organization does not leverage it beyond using it to inform short-term, conversion-centric optimization tactics.
Getting to Phase 3
In order to advance to Phase 3, businesses must look beyond conversion-centric frameworks and become experience-centric in their approach to optimizing websites & apps.
Phase 3: Experience Optimization
Businesses in Phase 3 of Digital Experience Maturity graduate from conversion optimization to experience optimization in their approach to improving websites & apps.
With experience optimization, rather than focus solely on conversions, teams aim to measure and improve digital experiences. They look beyond quick wins and think strategically about how to leverage experience data to improve customer loyalty and increase customer lifetime value.
For businesses in Phase 3, experience data is accessible to multiple departments, ranging from analytics, UX and optimization to ecommerce, product, and customer support. Different teams have shared visibility into and are aligned around data that quantifies customer experiences. This consists of dashboards that measure engagement, frustration, navigation, technical, and form experiences across the business’s entire digital offering.
This visibility enables teams to benchmark and improve experiences in an impactful and cohesive way – significantly improving the value businesses are able to generate from their websites and apps.
Getting to Phase 4
In order to advance to Phase 4, businesses should continue promoting visibility into experience data across the entire organization, and look to model it with data science to make intelligent predictions about customer behavior.
Phase 4: Predictive Intelligence
Businesses in Phase 4 of Digital Experience Maturity are sophisticated in their use of experience data, and near the cutting edge of what’s possible in delivering fantastic digital experiences to their customers.
Experience data permeates the entire organization, and all relevant teams are aligned behind customer experience initiatives.
Digital experiences insights are pushed to data science teams who model the data to build intelligent prediction engines, so that personalization teams can tailor messaging according to customer behavior – the result being that every level of the organization is empowered to generate more value from each customer interaction.
Getting to Phase 5
In order to advance to Phase 5, businesses should monitor and react to digital customer experiences as they happen.
Phase 5: Real-time Activation
Phase 5 of Digital Experience Maturity is the Phase for the leading companies of tomorrow. Digital experience intelligence technology will empower teams to monitor digital experiences in real time, and directly intervene to ensure all customers receive positive experiences.
Say, for example, a user demonstrates a certain behavior that signifies frustration, like multi-clicking on an on-page element. With real-time insights, brands can react to this immediately with tailored messaging that attempts to ease user frustration and generate positive website outcomes.
This process is called triggering, and the technology to activate it is not far away. However, only organizations with the appropriate maturity level will be able to harness it, as it requires the total alignment of all relevant teams to be truly effective.