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August 2017
Antony Grigg
Lead Partner, Customer Experience Strategy,
Consulting & Service Integration
Why Your CX Must Soon Plug and Play into a Digital Ecosystem
Connect to Digital Ecosystems
Consumers today expect a streamlined one-stop shopping experience
Digital ecosystems are groupings of stakeholders that exchange information and interact electronically
Companies are participating in digital ecosystems to reinvent their customer experience (CX)
Simplify the Purchase Journey
No single company can capitalize on the multiple fleeting opportunities the digital ecosystem presents
Aggregate diverse coalitions of partners, developers, collaborators, and suppliers into mutually beneficial ecosystems
Disentangle complex transaction pathways and offer consumers an easy purchase experience
Meet Customer Expectations
With increasing digitization, new age customers expect seamless digital shopping experience
Tech savvy socially connected customers demand instant service, flexible options, and a smooth interface
The litmus test is whether each step of the purchase journey is ‘easy’ - from considering options to making the purchase
Deliver CX Using Digital Ecosystems
Follow 5 steps to get the maximum from your digital ecosystem
Design to Differentiate
Understand Your Customers’ Needs
Design for the Future
Include a Community Network
Choose the Right Partners
Design to Differentiate
Engage with your customers to identify their pressing unsolved product and service issues
Use design thinking and service design approaches to solve such identified issues
Get your basics right; being a follower will not help
Understand Your Customer Needs
Understand in-depth the what, where, and when of your customers’ needs
Enhance your data collection and data analysis capabilities
Ensure your offerings are tailored to individual customer’s requirements
Design for the Future
Be flexible when you design your CX for the digital ecosystem
Update your CX design in line with changing technology advancements
Study past change drivers to predict future changes and upgrades
Include a Community Network
Appreciate that consumers trust the opinions of friends, family, and fellow consumers
Create a positive feedback loop; let consumers share and recommend their experiences with your products and services
Incorporate community review to build trustworthiness
Choose the Right Partners
Build your CX with strong and capable participants in the digital ecosystem
Collaborate with industry leaders and promising startups
Work closely with your digital ecosystem partners for symbiotic growth
Reinvent Your CX Potential
Engage with digital ecosystems and offer excellent CX to your consumers
Evaluate CX thoroughly and position your offerings at each step of the customer’s purchase journey
Copyright © 2017 Tata Consultancy Services Limited
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Why Your CX Must Soon Plug and Play into a Digital Ecosystem