“Every day we are saying ‘How can we keep this customer happy? How can we get ahead in innovation by doing this?’ … Because if we don’t, somebody else will”. This is one of the most popular customer experience quotes. In few words Bill Gates is able to sum up the deepest essence of digital transformation in hyper-competitive markets: a proactive approach is necessary to understand people’s needs and improve digital customer experience using innovation.
Being proactive means controlling the situation by causing action rather than waiting to just respond to what happens. Proactivity is not proof through conjectures. It is not a guessing game, at least not today. Thanks to big data and analytics platforms, digital customer experience planning is a balanced prediction. You have now lots of metrics to measure engagement and satisfaction, and lots of data to map the customer journey and localize areas for improvement.