The digital age has brought about
new ways to engage and serve your
customers. Being digital on the
outside, however, requires you to be
digital on the inside too, encouraging
a new culture, mindset and different
ways of operating.

Explore our rich picture to discover
how creating a digital customer
experience requires you to reimagine
your internal operations as well.

Click on the icons to begin.

Bridge the
physical-digital divide

The physical-digital boundary is increasingly blurred as manufacturers of physical goods create online, connected experiences. Lego lets children scan their toy bricks and upload them into an online game via an app that comes with the physical kit.

Are you nurturing a culture of innovation that encourages creativity and new ideas?

Gamify the experience

Using game design to create new applications and webpages can increase customer engagement by up to 150%, increasing online dwell time and sending apps viral.

Have you got the knowledge and skills in your organisation to gamify key customer touchpoints?

Entertain in
store and online

"Retailtainment" combines brilliant rich media content both online and in store. Leading fashion brands have used augmented reality and other interactive solutions to give in store customers access to exclusive fashion shoot photos and catwalk videos.

How are you using new channels and technology to improve customer experience?

Invest in
digital design skills

Poorly designed digital experiences deter customers. Whether designing an individual application or your entire digital strategy, a clear customer journey is critical to success.

Read more about creating opportunities through digital solutions here.

Inform and
educate the user

From monitoring health to providing help with navigation, wearable technologies can provide help and guidance to customers in a range of customer scenarios.

Visit our Digital Innovation Hub to explore how wearable technology can deliver
better outcomes for you.

Think local

Innovations such as iBeacon technology enable organisations to share special offers or geo-sensitive information as customers pass a particular location.

Learn more about connected devices and digital solutions here.

Allow easy customisation

BMW's online configurator lets customers configure their new vehicle. In the UK alone, 462 model variations are available. Allowing customers to easily select their configuration creates value and generates insights which aid research and development.

How easily does your technology allow customers to configure products to their own specification?

Personalise the offer

According to research, 75% of consumers prefer brands that personalise communications. Providing tailored services based on detailed analysis of customer data will demonstrate that you recognise and value this.

Do you maximise the value of data within your organisation, or are your struggling to cope with the data deluge?

Anticipate
customer behaviour

Rapid analysis of unstructured social media data can be used to predict and influence customer behaviour with remarkable accuracy. PA's social intelligence team accurately predicted hotel occupancy rates 3 months in advance.

Is your organisation set up to analyse and action social data with pace and accuracy?

Invite customers
to co-create

Crowdsourcing and co-creation are richer ways of identifying what customers value, ensuring a more relevant end result. E.ON, the energy company, created a crowdsourcing initiative to discover new product ideas, with the winner receiving a home energy makeover.

To what extent do you understand what your customers truly value?

Be as helpful as you can

Businesses increasingly provide access to online tutorials, user forums or 24/7 online support to encourage loyalty and make it easier to service customer issues.

Is your front office team set up to support an increasingly digital customer?

Embrace good
and bad online

Brands are no longer defined by traditional PR and advertising, but shaped by customer opinions on social media. In 2012, Sainsbury's renamed their Tiger bread to Giraffe bread after a three-year-old girl wrote to the company saying the bread looked more like a giraffe.

Do you encourage the sharing of customer opinions and act on the feedback?

Build social communities

Online communities are an authentic, customer-led approach to sharing new ideas and nurturing peer-to-peer support. SAP's online communities attract 2 million unique visitors each month, with 41% of customers valuing the information they receive from the community.

Are you investing in your social following?

Act in the customer's
best interests

Putting customers needs ahead of business interests is one way to develop greater advocacy and loyalty. Zipcar, the city car club, proactively texts drivers to offer an extension of their car rental to avoid late return penalties.

Do you use mobile channels to reach the customer at the right time?

Think differently
about loyalty

Beyond spending patterns, businesses are thinking differently about the customer behaviours they reward. Nike has rewarded wearable technology customers based on the amount of exercise they do. The accumulated points give discounts on future Nike products.

How do you think about loyalty in today's digital age?

Keep your
fulfillment promises

Drawing on third party logistics can increase supply chain capacity during periods of high demand and enables rapid fulfillment. This requires efficient inventory management but ensures customer promises are met.

Is your organisation set up to flex and scale with demand?

Champion convenience

Customers want products and services that fit with busy lifestyles. British retailer, Argos, is running a trial that allows shoppers to pick up their eBay purchases from their local store.

Are you using digital to simplify customer experience and your business operations?

Remove the
hassle of payments

Are you set up to handle new means of payment? From apps and text payments to mobile wallets and wearable technology, an increasing range of digital devices offer greater convenience and security when making payments.

A 2014 World Bank report indicated that digital payment tools could bring financial services to 2.5 billion marginalised people.

Go to the customer

Pop-up stores are an increasing trend in both the real and virtual worlds. In 2014, Porsche launched a mobile pop-up store, allowing vistors to take a virtual ride in their iconic 911 model. Businesses use analytics to identify where they need to be and use connected technology to make it happen.

Is your business agile enough to follow the customer wherever they go?

Provide a
consistent service

Digital channels must work in harmony with offline channels since customers expect a seamless experience when moving from one to another. Omni-channel thinking puts consistency at the heart of customer experience.

Read how to improve your sales with an omni-channel approach here.