August 2017

Antony Grigg

Lead Partner, Customer Experience Strategy,

Consulting & Service Integration

Why Your CX Must Soon Plug and Play into a Digital Ecosystem

Connect to Digital Ecosystems

Consumers today expect a streamlined one-stop shopping experience

Digital ecosystems are groupings of stakeholders that exchange information and interact electronically

Companies are participating in digital ecosystems to reinvent their customer experience (CX)

Simplify the Purchase Journey

No single company can capitalize on the multiple fleeting opportunities the digital ecosystem presents

Aggregate diverse coalitions of partners, developers, collaborators, and suppliers into mutually beneficial ecosystems

Disentangle complex transaction pathways and offer consumers an easy purchase experience

Meet Customer Expectations

With increasing digitization, new age customers expect seamless digital shopping experience

Tech savvy socially connected customers demand instant service, flexible options, and a smooth interface

The litmus test is whether each step of the purchase journey is ‘easy’ - from considering options to making the purchase

Deliver CX Using Digital Ecosystems

Follow 5 steps to get the maximum from your digital ecosystem

Design to Differentiate

Understand Your Customers’ Needs

Design for the Future

Include a Community Network

Choose the Right Partners

Design to Differentiate

Engage with your customers to identify their pressing unsolved product and service issues

Use design thinking and service design approaches to solve such identified issues

Get your basics right; being a follower will not help

Understand Your Customer Needs

Understand in-depth the what, where, and when of your customers’ needs

Enhance your data collection and data analysis capabilities

Ensure your offerings are tailored to individual customer’s requirements

Design for the Future

Be flexible when you design your CX for the digital ecosystem

Update your CX design in line with changing technology advancements

Study past change drivers to predict future changes and upgrades

Include a Community Network

Appreciate that consumers trust the opinions of friends, family, and fellow consumers

Create a positive feedback loop; let consumers share and recommend their experiences with your products and services

Incorporate community review to build trustworthiness

Choose the Right Partners

Build your CX with strong and capable participants in the digital ecosystem

Collaborate with industry leaders and promising startups

Work closely with your digital ecosystem partners for symbiotic growth

Reinvent Your CX Potential

Engage with digital ecosystems and offer excellent CX to your consumers

Evaluate CX thoroughly and position your offerings at each step of the customer’s purchase journey

Copyright © 2017 Tata Consultancy Services Limited

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Why Your CX Must Soon Plug and Play into a Digital Ecosystem