In his recent post – “Use Your Digital Strategy to Differentiate” on his blog, digalicious, Rich Nadworny  points out “that for many, a digital strategy means deciding to have a blog, or putting up a Facebook page with the goal of gaining X number of followers”.  Further he asks, “ …how does this differentiate you?  His answer is right-on, it doesn’t!  No amount of great content will counter-act a poor customer experience across the continuum of multiple digital touch points they demand.  A digital strategy is about connecting the dots across your entire organization.  It isn’t about your Corporate Communications tweeting a link to your next press release or product announcement, it isn’t about redesigning your website to be search engine friendly, and it isn’t about setting up a company YouTube channel.

It starts at the core of your organization.  Who is held accountable within your company for customer experience?  Is it the customer service department or is it integral to the DNA of your entire organization?  Is your customer data accessible across the company or does it live in line-of-business or departmental silos?  Where does customer feedback fit?  Do you actually do anything with it?  Are you modifying business processes or making organizational changes to better deliver on the customer experience?  This is where a digital strategy begins.