Therefore, technology on its own doesn’t make something a digital experience. It’s the interaction among the parts and the benefits arising from the situation that differentiates and adds value to an experience itself. Reading a scan of a paper document, for example, isn’t a useful interaction to include within the scope of this definition, because it doesn’t offer anything experientially different than reading a physical copy would.
Digital experiences should be considered as processes that do what the physical ones cannot. A scanned document can convey written information as well as a piece of paper with no additional value; whereas a digitally enhanced pdf can include cross-references to other documents, right-click definitions, online collaborations, auto-translations and digital signatures.
With this example is very clear (but not obvious) that digital experiences should, first of all, add a concrete and significant value for whoever is living this particular experience, in a coherent and harmonious way. Valuable and enriching digital interactions, in fact, are never “isolated” and don’t end in themselves: consistency and integration among different channels at different levels have to be a must.
The first level envisions organizations focusing on omni-channel digital strategies and wanting to ensure the integrity of their brand across channels, in order to create and maintain reliability. But be careful! Publishing identical content and experiences across channels, for example, may only alienate customers, rather than engage them. Or not tracking all the interactions across different channels (email, phone, social media, live chat etc.) may influence the customer to receive a fragmented and inconsistent digital experience.
The best customer experiences (including the non-digital ones), in fact, require a new anatomy for content management. Engaging and satisfying customers requires richer and more personalized experiences delivered dynamically across several and various channels. Contents must be break down and their components have to be rebuilt according to specific needs; identify and deploy content from a wider range of sources; and assemble the technology components required to deliver a relevant, valuable and delightful digital experience for each single customer.