Serving Digital Customers

  • 3 Courses | 1h 28m 9s
  • 11 Books | 33h 16m
  • 4 Audiobooks | 16h 57m 14s
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To successfully serve digital customers, companies must optimize the customer experience amidst rapidly evolving communication channels and rising customer expectations.


Understanding the Digital Customer

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    Understanding the Digital Customer
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    Who Are Your Digital Customers?
    4m 41s


Understanding the Digital Customer
Today’s digital customer is a new breed, no longer easily defined by age or generation. They are digital natives, online savvy, and using multiple channels to conduct their day to day affairs.In this course, you will learn the characteristics of digital customers and how the online world shapes their expectations. You’ll learn how to utilize data and analytics using tools like conversion rate optimization and funnel analytics to build a better customer experience. You will also come to recognize the value of data privacy and the trust involved in holding customer information. Finally, you'll learn the value of maintaining the human connection online and actions an organization must take  to foster the innovation necessary for meeting customer service  customer experience expectations.
6 videos | 29m has Assessment available Badge Certification PMI PDU
Shaping the Customer Experience across Digital and Physical Channels
Today’s customer is a new breed, often a digital native who spends much of their time online in the digital world. They have different priorities and expectations than generations of customers past. In this course, you will learn about meeting the needs and expectations of today’s digital customers, including omnichannel and utilizing algorithm-savvy design. You’ll also learn about wayfinding: ways to shape and influence their customer journey, as well as methods to individualize their customer experience (CX) through methods like digital body language. Finally, you’ll learn about protecting and partnering in their data privacy and security.
6 videos | 29m has Assessment available Badge Certification PMI PDU
Serving Digital Customers with Omnichannel
Offering an omnichannel customer experience (CX) is a must in today’s digital world, but implementing it comes at a cost. In this course, you will learn about how omnichannel affects the CX, and in turn, how the CX drives omnichannel innovation. You will also learn about using data analysis and customer journey mapping to uncover customer expectations, and how these can be used to estimate Customer Lifetime Value (CLV) and to help tailor an agile approach to successful omnichannel design and investment. Finally, you’ll learn about the challenges to an omnichannel approach, such as data privacy and protection, and how to mitigate them.
6 videos | 29m has Assessment available Badge Certification PMI PDU


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MIT Sloan Management Review on Serving Digital Customers
This collection of articles from MIT Sloan Management Review will show you how to find the sweet spot between what digital technologies can deliver and what customers need.
Book Duration 26m Book Authors By MIT Sloan Management Review


MIT Sloan Management Review Article on The Public Sector Can Teach Us a Lot About Digitizing Customer Service
This article from MIT Sloan Management Review discusses how public agencies in Australia are taking the lead in using bots to improve services.
Book Duration 7m Book Authors By Alireza Nili, Alistair Barros, Mary Tate


MIT Sloan Management Review Article on Master the Challenges of Multichannel Pricing
This article from MIT Sloan Management Review talks about how retail customers may accept different prices in different channels and asks the question: Are retailers ready to manage the complexities?
Book Duration 4m Book Authors By Gadi BenMark, Manish Chopra, Sajal Kohli, Walter Baker

Book Summary

When Digital Becomes Human: The Transformation of Customer Relationships
In When Digital Becomes Human, author Steven Van Belleghem introduces new ways of thinking about the intersection between people and technology. In this Summary, we discuss the salient points of the book based on our interpretation of its contents.
Book Duration 10m Book Authors By Steven Van Belleghem


Build for Change: Revolutionizing Customer Engagement Through Continuous Digital Innovation
Highlighting the revolutionary changes to business, marketing, and technology practices that are needed to survive and thrive in these unforgiving times, this book explains how businesses are increasingly relying on new forms of customer engagement, and how one customer's experience—whether good or bad—can alter a company's reputation with the click of a mouse.
Book Duration 2h 56m Book Authors By Alan Trefler


Customer-Centric Marketing: Supporting Sustainability in the Digital Age
Addressing sustainable marketing planning, its barriers, and how to overcome them, this book demonstrates how sustainable development practices and digital marketing techniques work naturally together to add value, leading to improved customer satisfaction, better relationships and increased effectiveness.
Book Duration 4h 11m Book Authors By Jon James, Neil Kelley, Neil Richardson


Customer Relationship Management Strategies in the Digital Era
For anyone interested in understanding customer loyalty in a technology-focused society, this essential publication discusses the importance of achieving competitive advantage through implementing relationship marketing practices and becoming consumer-centric.
Book Duration 8h 37m