Since 2023, CX Network has seen the focus on digital switch from an umbrella view to a sharper focus on the key elements that drive digital customer experiences. This includes outstanding web experiences, app-based shopping and, of course, AI, data and omnichannel strategies that create a seamless digital journey.
The Global State of CX 2024 survey found that 47 percent of practitioners expect spending on digital experiences to increase in 2025. All Access: Digital CX 2025 brought experts together from various industries including automotive, financial services and retail to take a closer look at what makes truly great digital customer experiences.
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Customer journeys for omnichannel success
Poll responses collected independently; graph created by ChatGPT using Matplotlib
Only 9 percent - the smallest group of audience member respondents - said they had "fully integrated with a unified experience," while 36 percent - the largest group - said they were "just getting started." This jibes with CX Network research that recently found that one-third of practitioners have a multi-channel model, but the connections among channels remain fragmented.
MQ Qureshi, head of direct-to-consumer strategy and sales at BlueCruise at Ford Motor Company, emphasized the importance of understanding customer journeys. Especially as personalization becomes ever-more desirable for brands and customers, the need for having deep understanding of customer journeys is great to ensure effective personalization.
Qureshi noted the importance of human touch in complex interactions, such as when making large purchases, and added that AI should be used to augment, rather than replace human capabilities.
“Automate the simple, escalate the complex” he said.
Watch the full session from All Access: Digital CX to get tips on omnichannel best practices.
How to understand customer journeys
Despite the established importance of understanding customer journeys, just 26 percent of respondents had a journey analytics solutions in place, with an equal number not using any kind of analytics solution, but interested in learning more, according to the next poll.
Poll responses collected independently; graph created by ChatGPT using Matplotlib
Jane Hendricks, product management director for analytics and insights and Cristina Vargas, senior product marketing manager, both at Genesys, joined the series to explain how to understand customer journeys better.
The Genesys Cloud platform, they explained, has embedded journey analytics capabilities, and they explored some use cases of this. A financial services provider used journey analytics to identify specific use cases driving repeat contacts and took remedial action resulting in a 62 percent reduction in repeat contacts.
Hendricks emphasized the importance of analyzing data in real time to be able to take immediate corrective action.
Watch the full session from All Access: Digital CX to effectively apply data to improve the customer journey.
Improving customer service operations with AI agents
Elizabeth Tobey, VP of marketing for NICE, joined us to discuss the rise of AI agents and how the audience can integrate them into customer service workflows for improved efficiency, cost reduction and higher CSAT.
Presenting a case study from Carnival UK, Elizabeth outlined how they automated tasks that didn’t require human intervention, as well as implementing Copilot to assist agents. They have recorded 1.2 million guest interactions annually and have seen a 99 percent improvement in the number of guest engagements assessed.
In another case study, Sony increased customer satisfaction across channels in the first year, after implementing CX One-powered autopilot in the contact center.
“Not only are customers happier and are self-serving more often and more efficiently, but Sony was able to identify more opportunities for automation with autopilot.”, Tobey said.
Watch the full session from All Access: Digital CX to learn about applications of AI agents.
What CX can learn from sports
John McCauley, sports marketing and media extraordinaire most recently serving as VP of marketing and media at the Canadian Hockey League, shared what brands should learn from sports to increase digital engagement. He discussed the importance of “living your brand” by engaging fans - or customers - 24/7.
Sports teams keep fans engaged between games by building emotional connections with behind-the-scenes content that gives a sense of authenticity and closeness with a team. Brands should incorporate this authenticity into their marketing and digital strategies. Part of this could even rely on forming partnerships with sports and entertainment brands. Airlines are known for mastering this approach, as discussed in a previous session here.
McCauley also advised simplifying data collection and customer journeys, noting that every time there is another button press or "enter email" prompt, half of customers will abandon their journey.
Watch the full session from All Access: Digital CX to learn about how CX can learn from sports brands.
Insights from digital journeys to innovate CX
A financial services provider with no physical branches naturally prioritizes digital CX. Sasha Fard, omnichannel analytics director at Assurant, joined the series to discuss how he uses feedback from digital channels to improve CX.
He advocated for listening to customers at scale, maximizing the use of text analytics to do so. Insights gained must be widely reported across the business as part of a wider strategy to keep CX top-of-mind for other departments and ensure it is a priority. Other elements of this strategy, Fard said, include building relationships with stakeholders, celebrating CX wins and establishing clear governance frameworks.
When prioritizing actions determined from insights, Fard recommended balancing customer and organizational priorities by considering the impact on customer satisfaction score (CSAT), the potential effect on other channels, the level of effort required to carry out actions and general alignment with company goals.
Watch the full session from All Access: Digital CX to get ideas on how to use data and feedback to innovate CX.
A people-first approach to ensure high CSAT and ESAT
Who Gives A Crap (WGAC) is a digital-first toilet paper subscription service and one of the fastest-growing eCommerce businesses in Australia. Ryan Klausner took over as head of CX during the coronavirus pandemic amid panic buying and toilet roll shortages that led many to turn to WGAC.
Throughout this rapid growth, WGAC kept CX front and center, recognizing the need for a holistic approach that focused on both short- and long-term goals. The CX function plays a central role in the wider business, supporting other functions and influencing broader strategy.
WGAC’s approach to AI is to use it to assist the team and customers while maintaining a human-first approach to customer service. Klausner said that brands must balance measurable outcomes against the current AI frenzy, and pointed out that CX leaders have a major part to play in sharing frontline knowledge with executives considering introducing or expanding the use of AI.
Underpinning all of WGAC’s CX approach is a culture that nurtures and values employees. Extensive learning and development opportunities and in-person workshops are just two examples of the healthy internal culture that sees remarkably low employee turnover.
Watch the full session from All Access: Digital CX to hear about keeping people at the center of CX.
Mobile apps: Driving customer retention and acquisition
The final session was presented by Bartosz Zochowski, head of loyalty and CRM at Decathlon Poland. Zochowski oversaw the integration of the sports retailer’s loyalty program with the mobile app, intended to foster long-term customer loyalty and create an omnichannel experience, ultimately driving revenue. Decathlon Poland found that, not only is the app the driver of higher customer retention, but that customers who use the app have a higher customer lifetime value (CLV).
There were three key features that Zochowski and his team focused on: app commercial activation, marketing campaigns and omnichannel communication. He discussed three successful use cases, with a TV campaign, cashback promotions and employee engagement initiatives. All drove app engagement.
The app, Zochowski reported, is now a key driver of acquisition and growth, with 45 percent of new customers recruited via this channel.
Watch the full session from All Access: Digital CX to discover the power of mobile apps in CX.
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