#6 | DCX - Perspectives and insights on digital customer experience
DCX Podcast #2 - Evolving the Healthcare Digital Customer Experience; My Wife’s Pottery Barn Delivery Experience; Linkedin Poll of the Week; NEW: DCX Thought Leader Linkedin Profile of the week
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DCX Podcast #2 - Evolving the Healthcare Digital Customer Experience
I recently had the pleasure of speaking with David Edelman, a highly sought-after marketing and digital transformation advisor and lecturer, about how healthcare journeys can be improved and how AI is revolutionizing healthcare.
7 Key takeaways from the conversation:
Knowing where the value is, is key to starting a digital transformation
An aligned leadership group is required for a successful transformation
Focus on the customer journeys
Engage and incentivize employees to ensure momentum, as these projects can take years to deliver
Customer expectations have increased due to the pandemic including their demand for more transparency, especially in pricing
AI is going to enable incredible leaps in healthcare processes and outcomes
Extra: The economics and experience behind the long CVS receipt
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The Head of CX at Bonafide implemented Thankful’s AI automation and achieved:
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👉 Saved 65 hours of agent work a week
My Wife’s Pottery Barn Delivery Experience - An emotional journey
“The order will take 7 months to get here!” she said. 😱 “Wow? Really? OK. It’s the piece we want, so let’s order it and wait,” I replied. 😶
Over the next seven months, the order showed on the website and we received periodic updates via email. 😐 As the promised date came closer, she received an email letting her know that delivery was going to be delayed. 😧
So she called in and the agent was able to determine that the order was indeed ready for delivery 😀 and wasn’t sure why the delay email was sent. 🤔 The agent let her know that delivery is handled by a 3rd party. The scheduling can be done online, but it was her suggestion to call to handle. 😮 She called the delivery service and was confirmed for Wednesday between 8 am and 12 pm. 😀
Two days before the delivery date, she received an email confirming the upcoming delivery date and time window. 😀 And on the day of the delivery, she received this email with a link to view a live map. 😊
Selecting the link opened a web browser showing where the driver was in relation to our place, ‘live’ and a status timeline indicating the delivery would be there in less than an hour. This experience is powered by Glympse.
At 46 minutes, she received a phone call from the driver stating he would be here within the hour. 😊 What a great experience - she was excited since the communication was making it easy for her to manage her day. 😊
While we waited for the driver, we noticed that the image of the truck was quite further away than the time projected given the live view of traffic. This view concerned her that the delivery would be delayed and she might have to change her plans. 😲
Within minutes, we received another call from the driver - ‘I’m here',’ he said. The time was 10:41 am exactly. Which was great because it matched the time on the live map view. 😄
About 10 minutes after the delivery the online status showed completed. After 7 months, we were able to sit on the couch and put our feet up! 😎
Key takeaways:
Every moment in a customer journey is an opportunity to build or reduce brand trust
Maintain digital parity across web and agent tools/comms to avoid customer and agent confusion
Glympse real-time view is a very helpful tool. Provide a FAQ on how the live map works - explain any possible anomalies - like the truck isn’t moving but the time to deliver is reducing
Don’t make your customer work too hard - integrate with the 3rd party delivery service to seamlessly set up the delivery while still on with the agent
Delightful experiences are those that manage expectations every step of the way
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Linkedin Poll of the Week
Overall, I was pleasantly surprised to see such a positive response to using a virtual agent or chatbot compared to other tactics. I do wonder, however, if today’s experiences meet the expectations of the preference. Check out this related article for my take: The Future of Customer Service is Conversation Based
Etc.
Links to Industry news, thought leaders, and ideas of interest
Conversational AI & Automation: The Essential Guide | Cognigy
A very comprehensive resource to learn about Conversational AI & Automation. This guide is for any organization or leader that has been planning to dive deep into the world of conversational AI and automation.
Business text messaging is showing no sign of slowing. In 2020, business messaging traffic reached 3.5 trillion, indicating a 9.4% increase from 3.2 trillion in 2019. According to a survey by Cloudili, 93% of consumers believe businesses should use text messages to interact with them over any other form.
How data should REALLY be used to drive strategy and differentiation | VentureBeat
A successful strategy is preceded by a data-driven culture throughout the organization. Therefore, data should be embedded in every decision, interaction, and process, not just in some cases. That makes any decision-making easy, fast, and aligned with the “set of choices” that are core to strategy implementation.
NEW: DCX Thought Leader Linkedin Profile of the week
Each week, I will share the profile of someone I am connected to on Linkedin that I think will bring value to your life and career.
Chantel Wilson Chase | LinkedIn – I met Chantal last week and she shared some great insights on one of my posts and introduced me to the concept of ‘‘Human Experience.’ Reach out and ask her about it!
Insights Leader - Translating complex data into actionable insights for organizational development and growth
In my current role at Alexion, I lead user and employee experience within Central Quality. Additionally, I have served as lead for survey programs enterprise-wide and provide supportive data to guide international HR strategy, digital transformation, and workforce experiences for 4,100+ employees in 50 countries around the world.
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