Curate and coordinate

In culinary circles, a well-curated meal is one where the courses complement each other, and the wine or dessert hits just the right notes. The metaphor works for our purposes here, too. When you present content digitally to customers, the information should be tailored to the strong points or limitations of a particular channel or point of interaction. In short, it’s about presenting consistent information tailored to the delivery medium or touchpoint. 

To accomplish this goal, companies need to establish a content curation process to ensure that information you present to customers is purpose-fit to each channel and targeted to the right audience. With the foundation of a single source of truth in place, you can refine crucial customer-facing content for consistency and value. People in your company should have easy-to-use authoring tools that allow them to generate and refine content that matches what the customer needs at every touchpoint. 

The organization’s content foundation should also be able to create a solid digital orchestration workflow. Frictionless CX can be an apt term, but it’s just a buzzword unless you have workflow tools to orchestrate the processes that culminate in CX touchpoints.

Ideally, employees should have digital workflow tools for driving interdepartmental collaboration, incorporating customer feedback, and quickly updating procedures. Orchestration can be thought of as how the right information can be modified dynamically to present an effective information payload to the channel or person needing it—in a timely manner.

Continuous improvement

Transformation and CX are continuous in nature. You are never really “done” with digital transformation, especially CX-focused efforts, as you have to constantly refresh your systems with what you are learning from customers via social media, chatbots, call center systems, and all other touchpoints. To this end, the organization needs a means of supporting a social continuous improvement feedback loop.

Customers should be at the center of digital transformation, but you need mechanisms in place to stay in sync with what you learn from them. Your single-source-of-truth foundation and supporting tools for workflow and orchestration should be able to support the type of feedback loop you need to keep information fresh—and aligned with how customers are interacting with you across channels and devices.

Amid all of the digital transformation tech hype, do not forget that there are still people involved from inception to management, even with AI. Additionally, we need to keep in mind that no major transformation project will succeed without a great baseline of processes in place.

Without easy ways to orchestrate people and processes and refine and manage knowledge, digital transformation efforts can end up creating silos that don’t serve customers well. One of the most important aspects of a true—and successful—digital transformation effort involves doing away with the ‘information everywhere’ syndrome. Instead, it gives way to a single source that serves up the same branded and compliant information—regardless of the channel.