Assuring Digital Customer Experience & Last Mile Customer Experience Meghashyam Varanasi, Associate Director Cognizant Technology Solutions

Abstract With increased competition, organizations are looking for innovative ways to differentiate and garner market share. Customer Experience is one of the key drivers that enable this differentiation. While Customer experience has been there for a while and deals with multiple touch points, Digital Customer Experience Assurance (DCXA) is relatively new and deals with the technology enablement of Customer Experience. In this paper, we will identify why DCXA is the need of the hour. Further, we aim to deal with various maturity levels of Digital Customer Experience and explore them in detail. The maturity analysis will not only help organizations to understand where they are in the journey, but will also help them move to higher levels. Also, we will briefly touch upon levers such as social media analysis, Omni channel experience, A/B testing, etc. Additionally, we will deep dive into Last Mile Customer Experience Assurance. LMCXA deals with how the customers are experiencing the organization's digital touch points as an end user. While, the organization's digital offerings may provide good customer experience under ideal conditions, it might not be the case for all customer situations.

Agenda Customer Experience Assurance Digital Customer Experience Assurance (DCXA) DCXA Principles DCXA – Maturity Model DCXA – Levers Last Mile Customer Experience Assurance

Customer Experience Assurance - Why ? By 2017, 89% of businesses will compete mainly on customer experience.  By 2020, Projected market size of the CX market is $10.77 B By 2020, 85% of relationships across enterprise will be managed without interacting with a human”. By 2017, 50% of product investment projects  will be redirected to customer experience innovations. By 2020, customer experience will overtake price and product as the key brand differentiator for B2B.

Digital Customer Experience Assurance – Introduction & Need

Digital Customer Experience Assurance – Disciplines Organization DXC Strategy DCX Measurement Practices Digital Customer Understanding CX Governance – DCX DCX Design Principles DCX Culture

Digital Customer Experience Assurance – Maturity Models Embracing Functional Performing Best in Class Embracing Organizations that just on boarded into the DCX journey. Organizations adapting one or more disciplines of DCXA Functional Organization adapting and working on all dimensions of the DCXA in one or more programs Few programs in the organization has adapted to DCXA across all disciplines, however this is still in silos and not across all programs Performing Organization with presence across all dimensions across the all programs All the six disciplines are adopted at organization level and follows uniformity in the adoption. Best in Class Organizations that excels in all dimensions across the enterprise and continuously innovates & improves.

Digital Customer Experience Assurance – Levers Social Media Insights A/B Testing Personalization Assurance Multi Channel Assurance Last Mile Experience Assurance Omni Channel Assurance

Omni Channel & Multi Channel Customer Experience Assurance #1 #2 #3 #4 #5 #1 #2 #3 #4 #5 Multi Channel Omni Channel #1 #2 #3 #4 #5 Order photo Order Confirmation Visit store using directions Self Service Kiosk Feedback

Social Media Insights Product Launch New Version Launch NPS improvement

Last Mile Customer Experience Assurance – Introduction Internet

Last Mile Customer Experience Assurance – Planning Medium BW Laptop Windows Chrome IE Mac/iOS Mobile Bandwidth – High & Medium Devices – Laptop & Mobile OS – Windows & Mac/iOS High BW Laptop Windows Chrome IE Mac/iOS Mobile Browser– Chrome/IE

Last Mile Customer Experience Assurance – Execution Method Name Description Pros Cons Brute force method Test all combinations 100% coverage Not cost effective Not Practical Crowd Testing Open up the webapp to limited set of users from crowd platforms for chosen segments Real time testing Required lot of co- ordination Simulation Cloud, Automation, On Demand Infrastructure & Dev ops principles make it easier to set up new environments with a desired configuration and run the test at will. Quick Set up Low cost Tight integration among test, Dev team and Infra teams Tech Savvy teams

Digital Customer Experience Assurance - Conclusion 1. Customer Retention 2. Brand Loyalty 3. Better Customer engagement 1. Cost of Implementation 2. Cost of Assurance 3. Technology Investments

References & Appendix   http://outsidein.forrester.com/resources/outside_in_excerpt_ch1_2.pdf http://outsidein.forrester.com/resources/OutsideInMaturityWorkbook.xlsx http://blogs.forrester.com/amit_bhatia/16-08-12-thoughts_on_customer_experience_strategy_should_all_cx_be_awesome?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+customer_experience+%28The+Forrester+Blog+for+Customer+Experience+Professionals%29 https://en.wikipedia.org/wiki/Customer_experience https://www.cognizant.com/InsightsWhitepapers/putting-the-experience-in-digital-customer-experience-codex1180.pdf All icons are taken from internet available database https://www.gartner.com/marketing/customer-experience https://www.userlike.com/en/blog/customer-service-trends-2016 https://sessioncam.com/the-big-list-of-customer-experience-statistics/ http://www.marketsandmarkets.com/PressReleases/customer-experience-management.asp

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