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The Digital Part of the (Customer Experience) Business

If you do a quick google search for ‘How to improve your Customer Experience?’, the advice is geared towards digital and technology solutions. An omnichannel experience utilising AI and Chatbots is presented as a universal solution to all CX problems. However, there is a very thin line between enhancing your CX strategy with digital solutions and turning your brand into the most frustrating robot in the world.



Digitising your Customer Experience

The role of technology in customer experience is constantly changing and expanding. It doesn’t only help us deliver a great experience but also understand the customers. Through data analytics and customer surveys you can discover their needs, habits and emotions. Customer experience and expectations are some of the key drivers in digital innovation.

One of the greatest benefits of utilising digital solutions is data collection. Collecting data and using it in the right way can give your company an insight into the needs of your customers. The data you collect can be used to create a more personalised experience and to improve your products and services.

As your business grows, the amount of data you collect will start to rise exponentially. You can use Artificial Intelligence to help you organise, analyse and manage it. 

Which brings us to the next benefit: easier scalability. Automation can do the time consuming tasks for your employees. This way, they can focus on the customer needs and provide a more valuable experience for them. Similarly technology will speed up the process for your customers to get in touch with your business, if they require assistance.  

However, the technology itself doesn’t create or define customer experience, it enables it.


The Pitfall

Technology is great but it lacks the one thing that makes humans so special.


Customer Experience is all about emotions. It is how we feel when interacting with a product or a service. It encompasses tools, processes and management styles that tangibly put the customer at the heart of a company. Investment into technology and digital solutions won’t bring any benefits if you lose the human touch in your CX strategy. 

Human touch accounts for the edge case scenarios that AI is not able to understand nor deal with. By designing your strategy geared towards the digital side of the business, you may be missing the needs of your customers. 

Creating a bond without any human interaction is impossible and it is through the bond you create with your customers that you build trust and loyalty. Artificial Intelligence lacks empathy and if a customer is in a difficult situation it will not be able to respond appropriately. By design, AI’s main goal is to be efficient. While this may sound good on paper, customers require to be listened to and empathised with when something goes wrong. 


Finding the balance

When designing your CX strategy you should always have the customer at the centre of all decisions. Put yourself in the customer shoes and use technology to strengthen the bond with your customers at every touch point in the customer journey. By leaving space for direct human interaction, you are accounting for edge case customer journeys that technology isn’t able to deal with.



Invest in technology suited for your business. Choose software that is easy to use and reduces training time of your employees, letting them focus on the customer. Provide articles that help your staff answer the more difficult questions, and use automation processes to deal with simple queries. 

Ensure you are testing your UX design thoroughly. UX design is a huge part of digital design and if it isn’t designed correctly it will only cause issues. Ensure forms are optimised for specific devices and CTA brings the user to a desired location. Remember to provide ample white space and breathing room in your designs for clarity and ease of navigation. 

While customers like to see technology improvements and omnichannel solutions, 75% desire more human interaction when interacting with different brands. The challenge for all businesses is to create the best of both worlds. The warm experience of interacting with a known local shop owner all done while resting and drinking wine on your sofa!


If you want to find out more about how to utilise technology and digital solutions in the right way, sign up for one of our courses today at: https://thecxacademy.org/courses/. 

Seven key CX trends for 2019

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As 2019 gets underway we can reflect on a 2018 that brought some fascinating changes in the landscape of CX worldwide. Instead of seeing improvements around the globe, we have actually seen a dip in performance. It is clear that the majority of companies are still struggling to deliver CX Excellence. Failing to meet the ever-rising expectations of the customer.

As companies place significant investment in technology, it appears that many have lost focus on the one thing that can create a genuine connection with their customer better than anything else – the human touch.

In 2019 we see the need to find the right balance between technology and emotionally intelligent and empowered staff who truly understand the customer, can build rapport and are able to deliver heroic resolutions. We also see the importance of clear communication throughout companies, making sure every single employee understands and is on board with the customer promise.

Below, we have listed Seven Key CX trends for your company to focus on for 2019.


 1. Getting the balance right between technology and people is critical

Technology definitely has a role to play in CX Excellence but it must add to the experience and it can’t be the only area of investment. Customers want the emotional connection. We predict a growth in investment in staff training and empowerment, focusing on emotional intelligence and experience rather than just service.

 2. Businesses must have a clear customer promise

Customers do not tolerate over promising anymore. Trust has gone out the window. Honing in on a realistic customer promise will create a framework to deliver the experience your customers want. It will also be the foundation of your reputation. Honesty and transparency must be central to your promise. Use customer experience camps to develop your promise.

3. Agility will become a critical CX driver

Agile delivery across all channels will be critical to ensure CX Excellence and will become a key competitive differentiator. As customer expectations continue to rise, being able to quickly test, learn and revise will be the difference in getting and staying ahead of your competitors.

4. Silos will be removed

Human beings lie behind every great CX journey and CX champions know and leverage this. Companies need to breakdown internal silos and be structured around the customer with multi-functional teams focused on delivering CX Excellence. Culture, education and communication must be at the foundation of this business transformation.

5. The highly personal touch

More and more companies will design highly personal customer experiences to differentiate their business against competitor offerings, ensuring customers feel like important individuals with distinct needs and taste. Technology will support this by providing real-time customer insights to drive CX initiatives.

6. CX will become the recognised umbrella for business growth and cost savings

Shifting from a focus on short term profits to long term customer success is key. Senior management teams must understand that CX is a long-term programme that has no ‘quick fix’, but is the only way to differentiate their business.

7. The new method of customer acquisition

CX will help your company to not only retain your existing customers, it will also help you to acquire new customers. By delivering great experiences your existing customers will become advocates of your company. They will be so loyal, engaged and connected that they will sell on your behalf. Recommending you to family, friends and colleagues. CX turns your existing customers into sales people. This is the new method of customer acquisition.

While we have seen a dip in performance overall, this has left a huge opportunity for companies to improve and stand out from their competitors. Companies that will succeed are those that can break away from CX mediocrity and deliver a meaningful and consistent customer experience across all channels, while balancing the use of technology with the human touch.