Benefit #2: You build your brand capital
As a challenger brand, you rely on brand champions more than your established competitors. Creating brand champions means delivering consistently positive experiences to the same customers again and again. And if at any point they feel there’s something missing, they’ll fall back on an established brand they know can deliver. What’s missing could be an experience you offer in one channel but not another or a competitor’s service they’re also expecting from you.
Introducing familiar digital experiences (like the ones we mentioned above) to the physical space creates a more consistent CX and lets your customers know that they can count on you. By making the physical space a hub of CX and DX alike, customers can recognize your brand wherever they interact with it.
And it’s this consistency—this certainty that they can come back to the same standard of experience again and again—that turns customers into champions for challenger brands.
Benefit #3: Your CX teams deliver comprehensive support
Digital-first doesn’t mean digital-only—nor does it mean self-service for customers. Integrating DX into physical CX bridges the gap between the physical and digital brands, building consistency and delivering human experiences. But it’s also a great way to level up your CX teams, giving them the information they need to connect with customers, even if they can’t be face-to-face.
As we’ve seen, every experience is an opportunity to turn a customer into a brand champion. This extends beyond the experiences customers have independently in a physical space or online to those delivered by your customer service agents and business process outsourcing teams.
Digital experiences in physical spaces turn moments that might once have occurred in a vacuum into interactions challenger brands can use to guide the entirety of customer experiences. The volume of data and insights that are now available from customer/brand interactions keeps growing and growing. These insights can be put into use at every future opportunity—from creating content and sharing recommendations to troubleshooting problems and adapting your wider CX strategy.
The bottom line is that DX isn’t going to take the place of exceptional human-to-human CX for challenger brands. But the next-level benefits are maintaining brand consistency that resonates, meeting new customer expectations during every interaction, and generating a wider and more representative pool of insights for your CX teams.