E-Handbook:

The art and science of digital experience management strategies

BACKGROUND IMAGE: Jirsak/iStock

Consumers seek advanced, innovative digital experiences

Gone are the days of paper processes and simple e-commerce websites. As technology gets more advanced, so do consumers, and they demand more personalized and innovative digital experiences.

An example of this evolution can be seen with Facebook. When it made its debut, it was meant to be a social platform where users could stalk -- I mean connect with -- friends, family or near total strangers. While the social media giant remains a place to connect, users now see personalized ads in their newsfeeds and can buy and sell merchandise with the touch of a button.

But for businesses to provide this experience, they need to devise digital experience management strategies that appeal to customer wants, needs, behaviors and favorability and dig into multiple engagement channels to gather and analyze this information. Customer feedback can be found in a number of places, including surveys, comment cards, customer service logs and social media. Coupled with customer data collected from tracking cookies, abandoned online shopping carts, sales orders, loyalty points and more, companies can get a well-rounded, unified view of their customers.

This digital experience management handbook explores where and how to mine customer sentiment and data and what to do with that information once it has been curated. We also examine ways to measure the success of personalized experiences, make continuous adjustments and improve CX. Last, we dissect the generation gaps and how businesses need to reach their audiences by tailoring experiences to the right demographic.

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