The UX strategy
We have discussed the customer experience in Chapter 4 and how it affects the top and bottom lines of the business – how customers interact with, engage with, perceive, and buy into the promise you are making, and how you deliver on this promise throughout the customer life cycle will determine the lifetime value of the customer. With technological advances in mobile device capabilities and the influx of the Internet of Everything with 5G and the ability to render content on demand, customers can engage with your company on any preferred device and channel. As a result, businesses can no longer dictate what channels the customers use.
Today, businesses need to adopt the channels customers prefer and create the experiences the users want, of being able to engage with your organization at any given point in time and place. Engagement can happen on the web, on social media, via voice digital assistants, or via messaging conversational assistants. These technological...
