UK Digital Experience Awards 2018 14 01 2018 UK Digital Experience Awards 2018 Digital Experience at the Forefront of UK Business A recent report published by Accenture Interac- tive in partnership with Forrester revealed that while 52% of respondents believe that they are ahead of their competitors or ‘best in class’ in their industries, only 7 percent are exceeding customer expectations. This mysterious figure serves as an excellent example and introduction to the ever-changing world of consumer expectations. And by far, the most influential factor influenc- ing consumer expectations in 2018 is the rise of digital technologies in nearly all industries and sectors. Business leaders are failing to understand just how high expectations have grown, with computers, smartphones and other mobile devices leading the increase in personalisation for customers, it is only natural to see consumer behaviour and expectations changing. “ “ A Study of Recent Digital trends with Examples from The UK Digital Experience Awards Introduction This report will dive into, and try to explain, the most recent advancements in the digital experi- ence sector by taking a look at trends and exam- ples from companies such as Consortiq, Ieso Digital Health and Thomson Reuters. It has become clear over the last few years that digital experience is leading and influencing overall customer experience, and with this becoming a reality across an increasing number of industries, the topic of ‘what customers are looking for' has never been more critical. www.d-x-a.co.uk
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UK Digital Experience
Awards 2018Digital Experience at the
Forefront of UK Business
A recent report published by Accenture Interac-tive in partnership with Forrester revealed that while 52% of respondents believe that they are ahead of their competitors or ‘best in class’ in their industries, only 7 percent are exceeding customer expectations.
This mysterious figure serves as an excellent example and introduction to the ever-changing world of consumer expectations.
And by far, the most influential factor influenc-ing consumer expectations in 2018 is the rise of digital technologies in nearly all industries and sectors.
Business leaders are failing to understand just how high expectations have grown, with computers, smartphones and other mobile devices leading the increase in personalisation for customers, it is only natural to see consumer behaviour and expectations changing.
““ A Study of Recent Digital trends with Examples
from The UK Digital Experience Awards
IntroductionThis report will dive into, and try to explain, the most recent advancements in the digital experi-ence sector by taking a look at trends and exam-ples from companies such as Consortiq, Ieso Digital Health and Thomson Reuters.
It has become clear over the last few years that digital experience is leading and influencing overall customer experience, and with this becoming a reality across an increasing number of industries, the topic of ‘what customers are looking for' has never been more critical.
In order to adapt to customer expectations and deliver outstanding service, businesses have to adjust to the disruptive nature of technology. With digital advancements pushing companies to innovate more than ever before, sitting on the sideline is not a viable option anymore.
Having an agile business model is critical. With each new invention multiplying the potential for further advancement, flexible business cores are essential for success in the modern world.
The same applies to digital processes. As new digital technologies sprout, customers will expect more from their favourite brands and judge your ability to adapt to their demands with that of your closest competitors.
The Disruptive Nature of Technology
The Digitised Core
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As a critical aspect of a business’ ability to adapt, the Digitised Core is becoming a central focus for companies across varying sectors and unifying them with a customer-centric purpose.
This means that no matter the industry in ques-tion, all companies need to work towards making their primary business strategies and models compatible with current and future digital platforms.
Thus, the rate at which relevant information is transferred in 2018 cannot be successfully analysed with a non-digitised business core.
Customers require a high degree of personalisa-tion in today's offers and will heavily scrutinise any business that’s still product-centric or has a mass marketing model.
The digitised core is much more efficient at converting critical business data into tangible action. With the ability to be fully automated, processes such as the collection of valuable customer data and opinions can now be done digitally and then distributed across an intelli-gent business network.
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A STUDY OF RECENT DIGITAL TRENDS WITH EXAMPLES FROM THE UK DIGITAL EXPERIENCE AWARDS
In 2018, it has become clear that digital experi-ence is not only essential but central to the improvement of overall customer experience.
One cannot merely focus on customer experi-ence only and expect to get positive results in the UK business sphere. The importance of offline experiences, however, has never been reduced.Instead, online, digital and interactive experiences have been added to enhance the customer experience as a whole and bring an omnichannel experience that supports custom-er journeys both online and offline.
Digital Experience and its Impact on Customer Experience
Consistency of Experience
This means that companies have to focus on creating a digitised core more than ever before and that a critical part of any organisation's customer-centric efforts has to be excellent customer experience across all touchpoints.
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Businesses are and have been, faced with a significant increase of customer touchpoints throughout the decade. New platforms such as Facebook, Twitter, Mobile apps, customer platforms and more, have created both challenges and greater opportunities.
Delivering exceptional digital experiences in this environment requires a consistent approach to branding, service and engagement. The idea of a company's ‘brand' plays a significant role in the online sphere, and through consistency of experiences, businesses can encourage engagement and increase customer loyalty.
Visual consistencies also play a crucial role in determining the user experience by helping impact customers positively through a general feeling of a brand across all major platforms. This means that businesses must take the initiative to create a brand image that is consis-tent across all platforms and encourages a brand image they wish to get across. Again, this can only be achieved in an organisation with a digitised core and an intelligent business network.
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A STUDY OF RECENT DIGITAL TRENDS WITH EXAMPLES FROM THE UK DIGITAL EXPERIENCE AWARDS
Working in conjunction with the digitised core, the intelligent business network provides the necessary infrastructure for the execution of high-demanding tasks that are vital for business progress in 2018.
Tasks such as the collection and distribution of important analytics data must now be made into tangible improvements. The intelligent business network thus enables a clear view into the most recent data since it keeps the business involved and alert.
Such a system is without a doubt very disruptive by nature. The digitised core is always changing and adapting to new advancements, requiring a high degree of adaptability from business leaders.
Businesses must stay ‘liquid’ and flow in the direction of the latest market trends and digital advancements. The incorporation of things like phone apps is an example of how customer demand now guides the way in which business-es evolve.
The Intelligent Business Network
User-Centered Advancements
However, such a seemingly simple process, as the development of an app, can be a huge campaign internally, involving many levels of the organisation and a high level of coherency. Without a digitised and adaptable business core, along with an intelligent business network, such a process couldn’t succeed.
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In order to provide exceptional digital experienc-es online, businesses must be willing to centre their advancements on the user and improve processes that directly impact user experience while improving convenience, service and access. Companies across the UK are finding new ways to integrate processes that ensure both the employees and systems are properly integrated into all changes to ensure maximum customer support.
Through training, better systems, and internal cultural change, businesses can create a digital, flexible and adaptable business model that can quickly incorporate new digital models and transfer customer loyalty to new digital chan-nels with ease.
Instead of focusing on platforms individually, industry leaders are streamlining their offers to provide omnichannel experiences and unify their marketing so that it's suitable for all platforms.
Businesses across the UK are competing for customer attention, patience and loyalty – something that’s become much more valuable in the social media era.
Product-centric or mass marketing approaches just aren't as practical anymore, and thanks to the higher transparency provided by new digital channels, user-centred advancements are leading the charge in modern business develop-ment.
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A STUDY OF RECENT DIGITAL TRENDS WITH EXAMPLES FROM THE UK DIGITAL EXPERIENCE AWARDS
Some of the most exciting advancements have been seen in areas of app development, custom-er platform and Cloud service development. Digital Experience cannot be confined strictly to a company’s website. The rise of various technologies has enabled better access and better user experience in the digital sphere.
As an example of this, in the UK, companies are focusing heavily on the development of mobile apps, customer platforms and Cloud service.
To better understand these trends in digital customer experience, here's a quick look at how each of these channels is impacting the future of business.
Apps, Customer Platforms and The Cloud
Mobile Apps
The cold hard truth, however, is that mobile optimisation of websites is just not enough anymore. Having a site optimised for mobile devices is something that's widely accepted as standard now and is in no way impressive or competitive enough.
The new trend when it comes to mobile devices, and in-turn digital experience, is mobile apps. No matter the industry, companies across the UK are implementing apps to build customer loyalty and reinforce their brands.
Apps help to increase accessibility to a much greater extent than just an optimised web page, improve overall visibility and built loyalty by becoming a part of a user’s retinue to ‘check on their account’ or ‘read the latest news’.
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Mobile optimisation has been at the centre of discussion for a few years now, and many people still believe that having a website optimised for mobile phones is ‘good enough’ when it comes to the new generation of consumers.
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A STUDY OF RECENT DIGITAL TRENDS WITH EXAMPLES FROM THE UK DIGITAL EXPERIENCE AWARDS
Usually integrated with mobile apps, customer platforms, in general, have also seen substantial support amongst UK businesses.
Customer platforms are usually provided via a website, giving customers access to accounts, personalised content or anything else that may improve the user experience.
For example, the banking sector has been using customer platforms to provide clients with the ability to manage their accounts online, paying bills and transferring money without the need to visit a bank. Furthermore, banks have been incorporating apps to make these processes even easier and ensure amazing digital experi-ences that carry over to the customer experi-ence.
Customer Platforms
Cloud Service
The delivery of exceptional services sometimes requires the handling of a vast amount of customer information.
Cloud technologies are making this more acces-sible and are allowing companies to provide never-before-seen products through Cloud hosting, such as Consortiq’s CQNet software which is covered below.
Thanks to Cloud hosting, many services are now available that are only raising the bar in expect-ed digital service, and with this trend on the rise, we're going to continue to see new start-ups developing products that were never able to exist before.
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The best way to understand these trends in UK Business and see how they are being handled in the real world is to look at examples from award-winning companies and study their responses to the latest customer expectations.
Featured below are three case studies from companies that have received awards in a variety of categories at the 2017 UK Digital Experience Awards.
These companies are the leaders and critical innovators driving the trends discussed here. These brief case studies should serve as guidance for anyone looking to achieve the same.
Case Study Examples from the UK Digital Experience Awards
The company was incorporated in 2015 and it is regulated by the Civil Aviation Authority in the UK to deliver training.
This case study covers the software Consortiq uses and provides to their customers to make using drones easy for a wide range of services while reducing risk and complexity.
Consortiq is a company that makes it easy for organisations to put drones in the sky by utilising their CQNet software as a service to customers.
They are based in Whiteley, Hampshire and Annapolis, Maryland and they employ 23 people in the UK and four in the USA.
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2017 Category Won: Cloud Service Company Name: Consortiq
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In the UK, there are over 2000 organisations utilising drones to save time and money. Media organisations such as NBC and the BBC are continually using drones to capture unique aerial views for television programmes such as Planet Earth. Emergency services such as the Police and Fire service also use drones to search for missing people and drones are also being used for aerial photography, inspections and surveying.
However, the undertaking of drone operations has potential risk factors which must be mitigat-ed and managed safely for the technology to be appreciated and accepted socially in the future.
Consortiq understands this and their business model is dedicated to identifying and mitigating risks through flight planning and delivering easy to follow procedures to their customers.
Existing methods used for a drone mission can be a poor experience that requires users to manually search many different publications and websites to compile the necessary paper-work to be compliant.
Consortiq aims to simplify and streamline this process and improve the experience for the commercial drone pilot through their CQNet platform.
The cloud-based software gives these organisa-tions full oversight of their operations with live updates of missions, aircraft maintenance and pilot competency via a built-in tool that can be delivered as easily to small organisations as it can be to companies with over 100 pilots.
Business Context
Consortiq clients are now able to use CQNet to plan, execute and debrief a drone flight from one application that aggregates the ground risks, weather data and airspace hazard information into one place.
The web-based planning tool also lets users track aircraft, pilots, missions and batteries by digitising logs which would otherwise have to be manually recorded.
The logging of this information is a fundamental part of any safety management system and combines elements of a fleet management and safety management system.
This could-based solution was conceived between the software architect, Steve McDon-ald and CEO, Paul Rigby during a brainstorming session in summer 2016.
The software was delivered to customers first as a minimally viable product in closed beta to a number of pre-selected customers in order to quickly receive feedback and identify issues.
Now it provides improved experiences for both drone pilots and their accountable managers. The software is now being used by the BBC, the Institute of Engineering and Technology, and the Celtic Football Club.It is also now on trial with NASA, Sky and NBC.
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The Outstanding Digital Experience Delivered
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Thanks to CQNet, accountable managers or those with corporate responsibility can now accurately demonstrate compliance and provide assurance that they are operating diligently by generating a report of pilot actions, missions and aircraft maintenance schedules.
Consortiq’s clients now save an enormous amount of time and are able to dedicate it to more flight time.
Ieso Digital Health is a company delivering clinically-led online cognitive behavioural thera-py (CBT). They help people with common mental health conditions such as depression and anxiety while offering a unique one-to-one experience through their innovative digital platforms.
Ieso is the first to offer evidence-based cognitive behavioural therapy that’s backed by dynamic AI learning and mobile accessibility which brings the most advanced therapies to clients’ fingertips.
Transforming the way in which anxiety and depression is being treated, Ieso Digital Health brings the world's most extensive network of over 500 accredited therapists directly to clients through online therapy.
This case study covers Ieso’s incredible
business model along with their most recent
achievements in the delivery of outstanding
digital experiences for their clients.
Business Impact and Results
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2017 Category Won: DX Innovation Company Name: Ieso Digital Health
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In a 2017 study, the UK Mental Health Founda-tion found that as much as two-thirds of adults have at some point experienced mental ill-health. This report also revealed that up to 80% of these cases could go undiagnosed and untreated as a result of stigma, lack of accessi-bility to either available therapists or treatment in general and high costs.
These drastic figures only show the problematic nature of the mental health business model that is being delivered inefficiently and has, as a result, become very costly and prone to disrup-tion.
The industry is also faced with significant challenges as the challenges of the modern world have been increasing, leading to more stress, anxiety and depression. The sheer numbers involved, populations living longer and a growing demand for ‘beyond the pill' solutions have all taken their toll on the industry.
Ieso’s solutions are very patient-centred with digital innovation playing a central role in thera-py. The company continuously works on improving and applying AI learning to enhance the level of care they provide and ensure best-in-class solutions for both patients and therapists.
Incorporating smartphone technology, the company offers a unique and more accessible therapy that fits in with today's ‘always on the move' lifestyles. This unique platform reduces costs and provides discrete one-to-one therapy delivered in real time using written contestation via mobile, tablet or PC.
Patients meet accredited therapists in secure virtual therapy rooms, and they can choose the time and location that is both convenient and comfortable for them. This removes the stigma of mental therapy as well as other significant barriers that prevent so many people from seeking help.
Ieso Digital Health understands these challeng-es well, and their efforts have been concentrat-ed on finding a sustainable solution through affordability, better accessibility, and better quality of care for commonly presenting mental health conditions.
Their goal, however, isn't only to provide better access to care, like many companies have done with webcams. Instead, they're trying to trans-form the industry with a unique, intentional and research-based approach.
With this attitude, Ieso is building a written conversation platform that facilitates meaning-ful and highly useful care all while providing actionable and dynamic clinical insights to their highly qualified network of therapists.
Patients also have the ability to re-read their transcripts and can also message their thera-pists in-between appointments.
Vulnerable patient groups such as the disabled or immobile also now have better access to therapy.
Through this transformation of the way mental health care is being delivered, Ieso has become the UK’s largest provider of online CBT and is now on track to even become the leading evidence-based behavioural healthcare compa-ny in the United States.
Business Context
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Ieso’s Outstanding Digital Experience
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Thanks to the use of breakthrough technology and clinical data science, Ieso has been able to simultaneously improve patient outcomes while reducing costs to the healthcare system.
By targeting patient populations with known treatment responses, and driving operational efficiencies, Ieso has been able to promote the highest quality of therapy at lower prices.
Ieso Digital Help also helps therapists provide better therapy.
Thanks to their unique platform, they are able to visualise and understand the quality of the therapeutic intervention and see what is work-ing and what isn't. This allows them to find the right therapist for each patient and deliver the best possible care very efficiently.
Thomson Reuters is a well-recognised, world-leading source of news and information for professional markets. They operate in a B2B environment, providing customers with the intelligence, technology and expertise they need to find trusted answers across the financial, risk, legal, tax, accounting and media markets.
The business operates in over 100 countries and employs over 50 000 people globally. Providing their service through desktop products, content feeds and human expertise, Thomson Reuters is also known for its interna-tional news brand, Reuters News Agency that has over 2,500 journalists working in 200 locations worldwide.
Ieso’s platform and business model continues to transform the mental health industry, and with greater analysis and monitoring of data, the standard of care has risen drastically without substantial monetary investments.
This case study covers recent advancements at Thomson Reuters, including the development of ‘MyTR’, a platform that has enabled the compa-ny to consolidate 67 portals into one and provide every customer with a truly person-alised experience.
Business Impact and Results
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2017 Category Won: Best Online User Experience B2B Company Name: Thomson Reuters
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In order to provide a better digital experience for their clients, Thomson Reuters decided to introduce a new platform that would replace existing support portals and complement the Thomson Reuters websites along with their digital products.
Creating a consistent digital experience was vital, and as part of this initiative, Thomson Reuters created an enterprise-wide digital touch point called ‘MyTR’.
‘MyTR’ was created as a single authenticated online portal that provides any customer, regardless of role, a uniquely personalised experience in content, administration, billing capabilities and more.
MyTR sits at the heart of Thomson Reuters’ Customer Experience and Digital Transforma-tion, enabling highly personalised and consis-tent digital experiences between TR marketing websites and products.
Furthermore, the platform has provided a tremendous future capability for the introduc-tion of even more features, and as a singular customer access point helped to streamline the digital customer journey.
Business Context behind ‘MyTR’
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MyTR’ as part of the
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Digital Transformation
Across the CX, Digital, Platform and Product strategies in place, Thomson Reuters is also focusing on ensuring that these critical strate-gies are more easily enabled. ‘MyTR' serves as a great platform on which these strategies can be achieved and on which Thomson Reuters' can be sure that it's easy for their customers to do business with them.
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The implementation of ‘MyTR’ as a solution and a way to better customer experience consisted of a number of different elements that were brought together to successfully deliver the platform.
These elements supported the sheer ambition of the project which was to create a single authenticated space and bring together 67 portals customers had to access previously into one single platform.
‘MyTR’ was launched through Adobe Experience Manager, and with the help of a design agency, Thomson Reuters created a container to house the ‘MyTR’ experience.
The entire platform has also been created with scalability in mind, allowing Thomson Reuters to enable other strategic initiatives in the future along with better help and support for custom-ers.
Customer Validation Research and Usability testing have shown positive results that have validated ‘MyTR' as a significant customer bene-fit.
Metrics across the board have also been improved and the investment in one platform, opposed to 67, has shown apparent advantages for the great businesses.
The platform is now being used more broadly to support other digital transformation initiatives, such as the creation of a help app, enablement of e-commerce and support of various digital initiatives that are to be re-engineered across the business.
The Innovative and Creative Solution’
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Impact and Results
Personalisation of experiences was also a key component of the initiative. A multi-layered personalisation solution was implemented that's based on a multitude of factors that help to bring each customer a personal journey in ‘MyTR’.
The project was launched and implemented very quickly thanks to rapid execution that has allowed for much quicker coding, and as the final success element, the very name has helped Thomson Reuters brand their product with the ‘TR' abbreviation and make the platform person-al with a name such as ‘MyTR’.
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A STUDY OF RECENT DIGITAL TRENDS WITH EXAMPLES FROM THE UK DIGITAL EXPERIENCE AWARDS
The trends and market-leading initiatives discussed in this report only reveal the extent of digital impact on UK business. It has become more important than ever before for organisa-tions to seize action and deliver the new app, the new user platform, experience or all of the above.
The digitised core is quickly becoming the most important thing for business owners in the UK, and the delivery of outstanding customer experi-ence simply falls short without the digital chan-nels required for support.
Conclusion
““ A Study of Recent Digital trends with Examples
from The UK Digital Experience Awards
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The three companies featured in this report showed what it takes to go beyond the expected and deliver long-lasting, positive impacts that build customer loyalty and brand strength.
You could read more stories and case studies such as these on The Customer Experience Magazine, and make sure to head over to The UK Digital Experience Awards website to learn more about the awards or find out how you could participate.
