Why Digital Experience matters at every stage of your XM program’s maturity

By Hanna Rocks

Who should be thinking about Digital Experience?

The past few years have drastically accelerated the digitization of customer interactions1. More and more frequently, customers are engaging with businesses online. This increase in digital interactions comes with higher expectations for ease, personalization, and flexibility. Today’s online customers expect to be known, not targeted, meaning businesses must remember customer preferences across digital and physical spaces in order to provide a truly excellent experience.

So, in a nutshell, everyone should be thinking about Digital Experience!

With the acceleration of digital interactions, we are also seeing an erosion in survey response rates when relying on traditional methods (e.g. emailing customers after an interaction). This has left organizations struggling to determine how they can meet higher expectations while receiving lower survey response volumes from customers. 

Instead of focusing efforts on more survey touchpoints, Experience teams should develop a holistic view of their customer journeys. This might include visits to a physical store, filling out an application online, or logging into a mobile app. Capturing these interactions at the customer level allows teams to solicit targeted feedback that is contextualized by other experiences. 

When considering how to begin capturing these experiences, digital is a great place to start. Digitally-native firms adopt session replay, Customer Data Platforms (CDPs), and journey orchestration tools early on to uncover and address pain points in their customers’ experiences. They rely on customer-centric metrics, practice customer obsession, and reap the rewards of their efforts through high profits and low customer churn.

Digital experience programs allow you to capture insights from customers in the moment, with or without a survey. When paired with other DX tools (e.g. session replay, CDPs, journey orchestration), firms can gather information even when a customer opts out of a survey. Digitally-focused CX teams should partner closely with web analytics teams to share information back and forth, with the goal of decreasing friction in the customer’s experience. 

Where should you start?

commonFont recommends organizations start with a passive feedback (always-on) tool anywhere customers are interacting with your business online. Our team members have deep experience working with your IT resources to embed feedback code on your site or in a mobile app. 

Beyond the passive feedback button, we work with teams to identify other use cases for your digital program and enable you to bring them to life. Keep reading to see examples of how we’ve partnered with our clients to deliver impact through Digital Solutions.

How commonFont helps

  • Governance: Our client, a multinational financial services corporation, had 2,000+ surveys, 50+ platform admins, and very little oversight of how and where customers were being presented with surveys on their website. commonFont helped the CX team take control of their digital programs and turn them into a practice by establishing a central governance model and creating innovative solutions to make it easy for the core team to apply the model across thousands of surveys. 
  • Integrations: commonFont partnered with Imperfect Foods to develop a bidirectional, real-time integration between the organization’s Customer Data Platform (Segment) and its XM platform (Qualtrics). Leveraging commonFont’s CDP integration solution, the business could pass all required customer attributes and transaction information directly to the Qualtrics XM Directory. Once activated, the CDP integration enables the client team to develop sophisticated and targeted customer outreach programs without relying on internal teams to provide operational data from siloed sources.
  • Seamless Experience: As a Fortune 500 financial services and technology company, our client sought to connect with the financial advisors it serves in the moment and in a way that integrates seamlessly with their customer data. commonFont designed and implemented a full suite of digital listening tools to understand how customers experience transactions, find resources, and generally use the client’s web applications. Our client is able to use this feedback data to create a frictionless experience that keeps customers coming back.


  1. How COVID-19 has pushed companies over the technology tipping point—and transformed business forever. McKinsey & Company. October 5, 2020.

Hanna Rocks 

As the Operations Director at commonFont, Hanna advances the company’s solutions strategy and capabilities practices. Before commonFont, Hanna cultivated her skills and interest in data analytics while working as a consultant in Washington, DC, and earning her Master of Information and Data Science from UC Berkeley.

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