These findings, from PwC’s\u00a0CX report<\/a>, raise an important question: At a time when customer loyalty is more fragile than ever, how can you ensure a consistently positive digital customer experience?<\/p>\n The answer is to tap into your CIO\u2019s expertise through new internal collaborations.\u00a0<\/p>\n Until now, the corporate CIO had nothing to do with the customer experience<\/a>. Their main focus was to oversee the development and functionality of the internal IT infrastructure. Designing a solid customer journey fell under the realm of marketing, sales, customer success, and support.<\/p>\n But today, digital software and supporting apps not only shape the customer experience, but they have also become a major distinguishing factor between you and your competitors.<\/p>\n It is now essential for CIOs to take a proactive role in the technology vision, planning, and execution in the customer journey. They are the ones who understand what\u2019s technically possible, what\u2019s required for successful integration, and which features will enhance usability.<\/p>\n If your CIO doesn\u2019t have a seat at the CX table, it will be difficult to create a seamless digital customer experience. And the stakes of that are high \u2014 poor usability, software that freezes, and apps riddled with glitches not only frustrate your customers<\/a>, they drive them away.<\/p>\n Bring your digital vision to life with a DAP. Discover why transformational CIOs turn to WalkMe.<\/i><\/b><\/a><\/span><\/p>\n The introduction of advanced digital tools into your customer experience (CX) strategy has the potential to make you stand out against your competition and boost operational efficiency.\u00a0 But when it\u2019s not integrated correctly, that same technology can seriously harm your CX. This is where the CIO\u2019s input becomes critical.<\/p>\n As digital tools become more sophisticated, they also become more complicated to embed into the customer journey. Leaving the IT professionals out of the CX dialogue will lead to major consequences in the overall customer experience.<\/p>\n Consider these examples we\u2019ve all experienced.<\/p>\n Say you need to fill a prescription on the phone, but no matter how many times you repeat yourself, the automated responder can\u2019t understand you. You end up driving to the pharmacy to do it in person.<\/p>\n Or imagine you try to use a chatbot to complete a transfer on your bank\u2019s mobile app, but it crashes at the last step. Now you have to call the bank so a teller can do it manually.<\/p>\n In both cases, automation and artificial intelligence create the potential for an efficient and personalized interaction. But as soon as these tools introduce frustration instead of ease, they damage the customer experience and make digital adoption<\/a> impossible. In such cases, maintaining customer loyalty<\/a> becomes a major challenge.<\/p>\n Despite advances in technology, 82% of American consumers say they\u2019d like more interactions with real people, according to the PwC report.\u00a0 Consumers are so dissatisfied with the current state of customer service that 64% believe companies have completely lost touch with the human element of the customer experience.<\/p>\n CIOs must help determine how to reconcile the need to digitally transform with customers\u2019 desires for more person-to-person interactions. By bringing their technical expertise to the table, they can provide input on which digital tools will add value to the customer journey, and which will interfere with the human element.<\/p>\n These findings might seem at odds with your goals to expand your digital arsenal, but they aren\u2019t.<\/p>\n According to the same PwC report, nearly 80% of American consumers say speed, convenience, and knowledgeable and friendly service are the most important aspects of CX.<\/p>\n Advanced digital tools like AI, automation, and machine learning give you the potential to fulfill all of these desires. When your technology works smoothly, your staff can concentrate on providing better service<\/a>.<\/p>\n Even though the majority of consumers say they prefer human interactions, we know they still enjoy the benefits of a digital customer experience, so long as it fulfills their demands for access and efficiency.<\/p>\n Take Amazon Prime for example. This offering is a huge success because shoppers can access an endless supply of products, receive personalized recommendations, and even get same-day shipping on many items. And, I\u2019d like to point out, this effortless shopping experience involves zero human interaction.<\/p>\n If your digital offerings consistently provide a convenient and pleasant experience, you\u2019re positioned to provide a stellar customer experience and boost loyalty.<\/p>\nIt\u2019s time to invite your CIO to the CX design table<\/h2>\n
Disruptive technology can disrupt your customer experience<\/h2>\n
![\"digital](\"https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2018\/12\/Copy-of-gallup.png\")
<\/p>\nA digital customer experience gone wrong \u2014 a common tale of woe<\/h3>\n
The human touch is still the cornerstone of great CX<\/h2>\n
![\"digital](\"https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2018\/12\/Copy-of-gallup-1.png\")
<\/p>\nYour technology only damages the CX when it doesn\u2019t work<\/h2>\n
High-tech wins when it\u2019s highly functional<\/h3>\n
![\"digital](\"https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2018\/12\/Copy-of-gallup-2.png\")
<\/p>\n![](\"https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2023\/04\/Change-Management-A-min_8643bf07.png\"\/)
<\/a>\n","protected":false},"excerpt":{"rendered":"In a hypercompetitive business environment, there\u2019s no such thing as a customer experience re-do. Even if they love your brand