Digital ecosystem build:
digital experience defines the need for engagement with 360 degree approach cutting across all interfaces.
Usually business with traditional mindsets go with offline journey. Infrastructure build needs to cut across multi layers such as engagement layer, interface layer (API layer), core processing layer, Storage layer and finally analytical layer then engage back from first layer.
Basic principals gets missed while defining the engagement flow for digital customers. For example organizations invest in seo, scm, social media etc and other digital channels for attracting customers to come via digital tools. When customer engages through web, Mobile or other social media the flow and engagement needs to continue in same channel end to end. The effort put on to attract the customer by using various hooks becomes meaningless if you transform the engagement to later time through offline mode.
Organization which realizes to capitalize the eye ball and mindshare of customer will engage through the relevant digital channel. If customer comes through app or web and pauses his journey or needs assistance one needs to create connect interface with co browsing to help the customers to conclude journey.
Digital engagement is about creating moment of truth.