Leadership

A New Report Looks at What We Can Learn About Digital Experience Leadership

The relationship between business success and technology becomes more tightly knit on an almost daily basis. Fortunately, technology companies are blazing a trail for others to follow.

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Earlier this year, Econsultancy released a report titled “Technology Companies Lead the Way in Digital Experience Delivery,” which is full of insights for marketers and business leaders. The report represents a sample of 900+ respondents from the technology sector who participated in the annual Digital Trends survey, which involved more than 14,000 digital professionals. With these insights into customer experience and digital strategies, businesses of all sizes can leverage the same techniques industry leaders are using to pave the way. Here are the top three takeaways from the report.

Digital Leads the Way

Among companies in technology fields, a self-defined digital-first strategy is nearly twice as likely, compared to nontech businesses. The research found 19% of technology organizations classify themselves as digital first, while only 10% of other companies say the same. This confirms what we already know about our world: Digital technology and experiences are more integral to business success than ever before. Technology helps companies serve customers’ specific needs, in the form of agile product offerings and hybrid services. To meet changing demands, marketers must also leverage technology to facilitate better client relationships. If you’re not already asking how digital technology can shape your strategy, goals, and outreach going forward, it’s time to dive in.

Commit to Consistent Customer Experience

Econsultancy found that most technology companies surveyed employ a customer-first strategy alongside the commitment to digital integration. A staggering 81% of respondents reported that customers are a top priority across their initiatives, while 32% said creating more value is key. Delivering a consistent customer experience (CX) should be a central goal for all businesses, and the report acknowledges how challenging this can be. Make customer journey management a priority—through the implementation of better software, conducting staff trainings, or hiring new employees with the skills to execute better CX. One place to start is to measure both customer and internal satisfaction for the CX you’re currently delivering, and take a deep dive into the areas that are pinpointed as weak spots.

Emerging Technology Can Be Your Friend

While many companies focus on creating a unique product or service that sets them apart from their competitors, companies with a digital-first strategy look to CX to do that. Econsultancy found that tech companies are 52% more likely to prioritize customer experience, versus 29% who said innovation is their focus. This translates into a commonsense hierarchy of priorities that anyone who has been a customer can understand: How you do what you do matters as much as, if not more than, what you do.

Once upon a time, this simply meant “service with a smile”—but in today’s digital world, digital technology helps businesses achieve a consistent, high-quality customer experience. The tech sector is the proving ground for emerging technologies like artificial intelligence (AI), the Internet of things (IoT), augmented and virtual reality (AR and VR), and robotics to achieve integration in everyday business operations. According to the report, technology respondents are three times as likely as those in other sectors to see IoT as a high-potential tool for customer engagement, and they also highly value AI and bot technology.

Finding ways to use technology to better connect with your customers and increase connections remains a challenge, even for tech companies at the forefront of the digital age. However, by learning from their examples, you can easily apply some of the same principles to your own business and find ways to leverage technology to better service your current and future customers.