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

2. 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.

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

4. 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.

5. Digital Customer Experience Assurance – Introduction & Need

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

7. 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.

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

9. 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

10. Social Media Insights Product Launch New Version Launch
NPS improvement

11. Last Mile Customer Experience Assurance – Introduction
Internet

12. 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

13. 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

14. 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

15. References & Appendix
All icons are taken from internet available database

16. Question & Answers