What does a digital experience manager do?

Digital customer service

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What does a digital experience manager do — and how do digital channel strategy, technology management, UX oversight, analytics, and cross-channel consistency responsibilities combine into a role that sits at the intersection of marketing, technology, and operations in most modern organizations?

What does a digital experience manager do?

A digital experience manager is a member of an organization's marketing team that is responsible for optimizing the business's website and mobile apps for traffic, usability and customer experience. The digital experience manager plays an important role in today's digital economy as consumers have increasingly high expectations regarding digital experience. Additionally, businesses depend on their websites and apps to convert visitors into paying customers and drive more revenue from existing ones.

Forging productive relationships

A corporate website has many stakeholders within an organization - marketing, customer service, product teams, recruiting, corporate communications - and each one of them has their own agenda for the website, which sometimes results in competing goals. To be effective, a digital experience manager needs to be able to communicate with stakeholders and gain consensus for website strategy and modifications. Otherwise, they'll spend precious time on internal firefighting.

Performance analysis

Digital experience managers also need to monitor website performance. This includes analyzing stats like load times, site visits, and conversion rates. This allows them to measure newly implemented changes as well as identify other pages or functionality that needs to be optimized. Based on their analysis, a digital experience manager may then recommend and design necessary changes.

Project management

Any changes the digital experience manager wants to make to websites or apps require participation by other employees, such as content writers and web developers. To be successful working with cross-functional teams, digital experience managers need to be skilled in basic project management techniques like defining scope and requirements, managing timelines, and communicating issues and status.

Website and app design

A digital experience manager is often tasked with designing how a website or app looks and functions, including on the back end. This may mean designing them from scratch, modifying existing pages, or adding pages, functionality, or content. Website modifications are typically done to drive more traffic or revenue, so to be effective the digital experience manager needs to understand the brand and its customers and have a firm grasp of traffic-driving techniques like search engine optimization (SEO).

The Digital Experience That Customers Want: How Leading Brands Manage Digital Channels for Happy Customers
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The Digital Experience That Customers Want: How Leading Brands Manage Digital Channels for Happy Customers

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Any digital channel

Your customers are trying to reach you for service on digital channels – even if you’re not there yet. How many SMS text messages go to your call center phone number with no response? Who’s trying to find you on Facebook, Twitter, or WhatsApp and not finding you? Now with CXone it is easy to provide digital-first omnichannel service in all the channels your customers expect.

  • Personalized digital interactions: deliver native experiences in each of 30+ messaging channels, such as rich media, emojis, and other collaboration tools.
  • Simple to Activate: pre-integrated channels make it easy to offer to customers and agents.
  • Easy to Say “Yes”: simple packaging removes barriers to offering all channels to customers and agents.

Empowered agents

CXone empowers all your agents to deliver a true digital-first omnichannel customer experience by simultaneously combining all customer interactions in one intelligent inbox across multiple digital channels and voice for agents to select ("pull"), while dynamically prioritizing the most time-sensitive or real-time interactions according to service levels ("push"). All delivered in a single application – complete with full customer context, journey history, and sentiment.

  • Single Interface: one inbox for all digital messaging and real-time (voice/chat) channels – retaining native experience of each messaging platform.
  • Agents in Control: ‘pulling’ work in natural flow, while dynamic prioritization maintains SLAs – and prevents ‘cherry picking’.
  • Customer Card: full customer context, journey and conversation history, plus sentiment.

Holistic management

With CXone, omnichannel interactions are managed holistically, from agents to supervisors and beyond. Integrated workforce optimization, analytics, automation and artificial intelligence across digital and voice interactions ensure complete management across contact center operations.

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