If I am making a digital-experience map, it is going to be more akin to modernized flow chart diagram or mind map, and constantly changing and evolving. And creating a content piece on an introduction how shape ideas resulting a unified digital experience.
What do we mean by Unified Digital Experience?
As digital transformation moves forward in business and society, we need to keep defining and redefining the terms until they become part of the common understanding and we end up with the same meaning when we are using the same words. Digital experience is all the interactions your customers have with your small business via digital channels such as the web, email, or social media.
As more of our small business functions undergo digital transformation, the natural progression is to want more seamless digital experiences from one channel to the next.Through programming, especially in websites, we have been able to engineer these types of solutions that unify on a case-by-case basis.
But we recently have passed a milestone in the products and platforms that make unified digital experience a low-effort reality for every experience we deliver to our customers.
So what does it mean to be unified?
Four primary capabilities define a Unified Digital Experience solution and mark the evolution of the various solutions, both on the platform side and in the realization of those capabilities through implementations.
- Unified Sessions
- Unified Channel Data
- Unified Experience Management
- Unified Dynamic Sequences
Unified Sessions — Continuous Sessions Across Digital Channels
The idea of a session on a website has been with us a while. You can click around a site during a visit and things about your interaction with the site, whether you have logged in or placed items in a shopping cart, stay with you during the time you are visiting. We, as digital citizens, now have the expectation that a similar type of on-going session exists, not only with the website, but with every interaction we have with the business on the other end, whether that be with emails or phone calls with representatives.
As customers, we have the expectation if we switch channels in the midst of our experiences, it will be a continuation rather than starting over. There will be some retention of our experience and the data we had given and received on the first channel. If we started to fill out information to place an order on a website and run into a problem that leads us to call the customer service center for help, we do not want to have to give all of the information again.
This is the convenience we expect as payment for having our information captured. The key is, to the end user, the context of which channel they are using at the moment hands off to the next, driving the sequence forward rather than ever having to reset.
Unified Channel Data — Coherent and Integrated Views of Omni-Channel Data
The challenge of unifying data about experiences has been even more elusive when looking at social media, which traditionally has compartmentalized the metrics collected through each channel.
The Unified Digital Experience solution that addresses the contemporary Omni-channel data challenge provides insightful data about user behavior in not only historical views but also real-time views, which can be pivoted on many dimensions and drilled down to smaller and smaller groups of users, including an individual profile.
Unified Experience Management — Orchestrating the Digital Experiences
Unified Digital Experience is the ability to create and manage experiences in a way that is unified across the digital (and, in some cases, non-digital) channels you use to engage your customers.
Every email, text, social network post, comment, instant message, even if it was back and forth conversation with a group. you need to manage like content and with all the deliberateness of editing and workflow through content-management tools you were used to using in the web or in documents. There has been such a long practice of â€œuser-generated contentâ€ that we donâ€™t even use that term anymore.
With everyone being content producers, content managers, and marketers, we produce so much content as part of our regular lives that we no longer even perceive it as an activity of a business any more than we consciously think of breathing. But now, the conversation is about creating and managing experiences. The building blocks of authoring and managing cross-channel user experiences are being exposed in solutions that require less and less daily intervention by technologists.
We need services on the backend that can move data in a seamless way across the channels and unify sessions as sequences of discrete digital experiences. We need a language to describe these options, transitions, and blocks to build with so when the tools are in front of a marketer or an editor who is architecting a compelling digital experience, they can match function to idea.
Unified Dynamic Sequences Changing Experiences in Real-time to Direct Outcomes
The idea is simple when you get the hang of it and see its similarity to other things you use every day. Managed digital experiences, or digital experiences created and designed to compel a customer to certain outcomes can be augmented and supplemented with new dynamic digital experiences that the business never intended. Those experiences can produce even more conversions than the ones explicitly designed.
Experiences are channel-aware, automatically altering messaging and content if the user is on a mobile device when he or she was at a desktop an hour ago. Matching the right digital experience with the right customer at the right time then will be as easy as getting someone to find the right web page by typing in a few words in a text box. Once you are delivering results for your business with real unified digital experiences, maybe instead of a conductor they will call you a digital experience magician.
This is a high-level introduction to some of the ideas that shape Unified Digital Experience. Over the next several weeks, we will be digging deeper into the concepts mentioned and start to map them to more concrete ideas and steps to take and how Skylineâ€™s Digital Experience Packages can help you transform your business through Unified Digital Experiences.