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Digital customer journeys

A new international framework
for digital customer experience

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Disruptive digital technologies have fundamentally changed the dynamic between individual consumers and the companies, service providers, governments and organisations they interact with. As a result, the traditional frameworks and approaches to mapping customer journeys and delivering great customer experiences are becoming obsolete.

Under the leadership of PA Consulting Group and Huawei, this latest whitepaper from The Open Group introduces a key set of principles to design and develop a fit for purpose digital customer experience. These principles will form the basis for a new international standard of best practice for digital customer experience.

Evolution of digital technologies

The digital customer experience is radically different to that of a customer in the pre-digital age. Over the last 20 years we have seen many changes to customer experience which, when combined, are much more than the simple addition of another channel.

This creates opportunities for both the customer and the organisation they choose to interact with:

  • For customers, there is more choice over when, how and where to engage
  • For organisations, the opportunity to reach customers 24/7 with tailored relevant content, data and personalised interventions is now possible.

Designing for better digital customer experiences

When considering customer experience, it always important to use the customer as the frame of reference. The needs and expectations of digital customers can be expressed in terms of the following principles:

  • Real time
  • On demand
  • Online first
  • Do it yourself
  • Social

Real time: The customer can begin or progress a journey at any time, pretty much regardless of location, with responses and updates in real-time and personalised to meet the customer’s evolving needs.

On demand: The service provider has the flexibility to adapt and adjust the services delivered to the customer on demand.

Online first: The customer is able to accomplish all activities and transactions associated with the journey online. An offline channel need only be used if absolutely required to handle a physical product, service or intervention.

Do it yourself: The customer is provided with the capability, and has the choice, to complete the activities and transactions associated with the journey alone. Interaction with a service provider representative is not required.

Social: The journey is tightly integrated with digital social media, so at any stage of the journey the customer is able to access social media for advice, recommendations and feedback.

Future digital customer experience journey scenarios

There is no one size that fits all. At different stages of the customer journey, the touchpoints and interactions with the customer may differ and involve different technologies.

Below are four example scenarios across different sectors which show how the nature and complexity of customer journeys are evolving.

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