{"id":9478,"date":"2024-04-02T09:29:43","date_gmt":"2024-04-02T17:29:43","guid":{"rendered":"https:\/\/www.emergeinteractive.com\/?p=9478"},"modified":"2024-04-03T08:29:47","modified_gmt":"2024-04-03T16:29:47","slug":"self-service-cx-strategy-digital-product","status":"publish","type":"post","link":"https:\/\/www.emergeagency.com\/insights\/detail\/self-service-cx-strategy-digital-product\/","title":{"rendered":"Building a Self-Service CX Strategy for Your Digital Product: Three Steps to Success"},"content":{"rendered":"\n

Self-service is the future of digital CX. The digital world is rapidly evolving to provide seamless customer experiences that require minimal, if any, direct human interaction. And as digital products are maturing, they\u2019re also becoming more intricate and complex. <\/p>\n\n\n\n

To ensure that users are more likely to embrace adoption and continued use of your digital product, it is essential that their experience is streamlined and easy to use. As users are also customers, it is paramount they are able to navigate through several or all stages of their journey within your digital product entirely on their own as well.<\/p>\n\n\n\n

In this article, we\u2019ll explore three primary ways you can build a self-service strategy to build trust and confidence with your customers and provide a premium experience while interacting with your brand. We\u2019ll start with getting to know your customer better. From there, we\u2019ll examine which aspects of your business make the most sense to augment for successful digital self-service. Finally, we\u2019ll look at a few digital examples of self-service.<\/p>\n\n\n\n


1. Identify Your Digital Product Customer\u2019s Journey from End-to-End<\/h4>\n\n\n\n

To effectively build a self-service strategy, you must first understand every step in your customer\u2019s journey. You may already have a good idea of what this entails as part of a series of internal documentation and information. However, to properly do this step justice, the customer journey needs to be codified as a single source of truth. It must be shared with everyone in your organization. This will effectuate alignment<\/a> with how your customers are regarded, as well as what their journey entails from the outset through completion. <\/p>\n\n\n\n

Navigating this process involves an exercise aptly named Journey Mapping<\/a>. Journey mapping provides a bird\u2019s-eye view of your customers, enabling you to discover what you can do to improve your company\u2019s relationship with them. By procuring context for decisions, you and your company stakeholders will be able to cultivate a shared set of priorities, garnering optimal impact for your business. This is essential when it comes to self-service.<\/p>\n\n\n\n

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Journey Mapping Example<\/em><\/figcaption><\/figure>\n\n\n\n

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As we\u2019ve helped our clients map their customers\u2019 journeys, we\u2019ve discovered that long-term business success is contingent on their employees\u2019 experience just as much as their customers\u2019 experience. It\u2019s easy to look at a business or organization as a set of organizational charts, process flow diagrams, and product strategy documents. But at the core of both are people \u2014 customers and employees. <\/p>\n\n\n\n

Yes, we\u2019re still talking about the reduction of human interaction and intervention through self-service, but understanding what creates and defines both employee and customer experiences can make or break how self-service functions at its core. This understanding lends itself well to the next key aspect of creating a self-service strategy. <\/p>\n\n\n\n

In other words, it\u2019s vital to understand how customer actions align with business operations and the employees that service them at critical junctures. That\u2019s true whether they\u2019re seen directly or unseen by your customers.<\/p>\n\n\n\n


2. Identify and Prioritize Key Business Operations that Affect Your Self-Service CX<\/h4>\n\n\n\n

The next critical step in building your self-service strategy is to visualize and understand all aspects of your business that are able to evolve or transform in order to facilitate customer self-service. These are crucial elements to prioritize when weighing your allocation of resources with the value created for your customer.<\/p>\n\n\n\n

The best tool to help you with the first part of this process is a Service Blueprint<\/a>. The blueprint itself is an output of an exercise to document and detail all aspects of your business in direct relation to your customer\u2019s actions.<\/p>\n\n\n\n

Put simply, a service blueprint reveals the chronological actions your customers take while detailing the business operations that correspond with each action. It will illuminate what your business or organization needs to reciprocally deliver an optimal customer experience. When completed, you will uncover areas of opportunity as well as friction. This information can improve business operations and the customer experience simultaneously. Additionally, it may reveal which aspects make the most sense to evolve or transform to facilitate self-service. Those areas should be visually denoted in some way \u2014 by using colored dots, stickers, or pen markings.<\/p>\n\n\n\n

\"Service
Service Blueprint Example<\/em><\/figcaption><\/figure>\n\n\n\n

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