The Customer Catalyst

CHAPTER 5DIGITAL

Delivering a frictionless digital experience

C-CHANGE GROWTH DRIVERS

• Organisations that provide the simplest and most frictionless digital experiences will be those that win. This is simply because digital is one of the main, if not the sole, means by which customers experience your brand today – especially with the generations of people who have grown up in a digital world.
• For many organisations, the entire product and service offering for customers is digital. Examples includes SaaS organisations and digital banks. Hence, a great front-end, digitally delivered Customer Experience (CX) is everything. Learn from CEO of Starling Bank, Anne Boden, how the bank has won over half a million customers in less than 3 years with one of the world's first digital-only challenger banks.
• Maintain a relentless focus on simplicity. Consider new technologies such as artificial intelligence (AI) and robotics – but only ever use them as part of a well-defined digital CX that makes life as simple and easy as possible for your customers. Learn how UC Berkeley simplified the digital experience by responding to user behaviours.
• Omnichannel digital experiences should always be deployed in a joined-up way, from an outside-in, customer perspective, and properly integrated with back-end technology, platforms and data.

While the technology, platforms and data that underpin frictionless CX play a critical role, the front-end digital experience (i.e. what the customer sees) is ...