As digital technology usage continues to increase, it’s become more important than ever to focus efforts on a streamlined user experience (UX) that’s engaging across all channels. Most organizations today struggle to create a seamless, unified digital customer experience (CX). This challenge is often caused by different departments within the organization being responsible for distinct pieces of the CX puzzle. Without insight into other teams’ objectives and goals, the result is siloed and disconnected experiences.  

To support unified digital customer experiences, organizations must create a composable UX that’s specific to the personas, roles, and stages in the relationship that users have with the business. According to Gartner®, by linking the four pillars of total experience – customer experience, user experience, employee experience, and multiexperience – businesses can effectively craft a unified digital experience.

In its report titled “Drive Seamless Digital Customer Experiences With Composable UX,” Gartner outlines the benefits of composable UX and how it can be used to deliver seamless digital experiences across touchpoints. It also outlines what’s needed to make composable UX attainable for more organizations. Key takeaways from the report include: 

The basics of composable UX 

The customer journey is changing to include multiexperience touchpoints along the entirety of the interaction. A traditional UX approach involves complex, interconnected technology stacks based on monolithic applications that can create a siloed and inconsistent digital experience for partners, customers, employees, and others.  

Composable UX allows for modularity, portability, and autonomy that enables organizations to tailor the user experience to each individual, creating relevant experiences that are specific to their needs and relationship with the business. When you deliver the right UX at the right time on the right device, it creates a holistic customer journey that can lead to long-term customer relationships.  

Best practices for applying the principles of total experience to bridge the digital experience gap 

When the four pillars of the total experience aren’t linked cohesively, the overall experience can suffer. Oftentimes, this disconnect occurs because these disciplines are driven by different departments — each with little understanding of the others’ objectives. Composable UX helps organizations integrate disciplines so they can assemble the interfaces and experiences to create a holistic experience where all touchpoints work together. 

How to apply the Gartner CX CORE model to create lasting customer relationships  

Gartner’s Customer Experience CORE Model acts as an organizing principle for whatever role-based or functional technologies you may use to manage your customer relationships. It was developed to help organizations architect experiences for lasting and valuable customer relationships. The four elements of intelligent coordination are: 

• Points of interaction 
• Products and services 
• Applications and technology 
• Data, analytics and AI 

From detecting customer issues to delivering the right interactions at the right time and capturing real-time contextual data, organizations can apply the model in their efforts to craft an enhanced digital experience. You can download the full report here. 

 

Gartner, Drive Seamless Digital Customer Experiences With Composable UX, 26 October 2021, By Irina Guseva Et Al. 

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