How to establish a digital experience team.
While customer experience (or CX) is the aggregate of interactions between a customer and an organization, digital customer experience (or DCX) is limited to the interactions a customer has via digital technologies. And because every interaction a customer has -- whether online or offline -- shapes their impression of a brand, companies are increasingly forming dedicated digital experience teams.
What is a digital experience team?
A digital experience team helps define, understand, and shape a customer’s experience across digital channels. Examples of digital channels include websites, mobile apps, and social media platforms. In addition to building a strategy around digital experiences, digital experience teams also regularly evaluate new technologies that will advance the organization’s digital customer experience.
Launching a digital experience team.
When establishing your digital experience team, it’s best to start small and build from there. Ensure that your team has a short list of specific projects with measurable outcomes. This will allow your digital experience team to achieve a few quick wins with quantifiable business value.
How to staff a digital experience team?
Whether you fill the roles on your digital customer experience team with current employees, new hires, or consultants, these are some of the responsibilities of the team:
Digital analyst
The digital analyst maps the customer journey through digital channels, identifying opportunities for improvement and quantifying their business impact.
Digital content marketer
Based on the digital buyer journey, the digital content marketer leads the creation of content at each touchpoint.
Digital customer experience leader
Usually reporting to the executive sponsor, the DCX leader sets and executes the team’s strategy and leads the day-to-day activities required to execute the digital experience strategy. The team members below typically report to the digital customer experience leader.
Executive sponsor
Typically a vice president or c-level employee, the executive sponsor is an advocate who provides the leadership commitment necessary for a digital experience team to be successful. This includes securing adequate resources, ensuring cross-functional collaboration occurs effectively, and providing regular updates to the executive team and board of directors. Marketing technologist
This marketing tool and technology expert executes the digital experience team’s plans.
User experience (UX) designer
A UX designer is responsible for the overall digital user experience including information architecture, design, and performance.
