As we delve deeper into the digital experience foundations, it’s essential to understand how different phases and layers within a business impact the overall digital journey. In this lesson, we will explore the three distinct layers of the organization and how they influence the digital experience. Let’s begin our journey by understanding each layer’s role in shaping the digital landscape.
Layer 1: Incoming
The first layer of the organization, the incoming layer, involves the influx of individuals, stakeholders, data, devices, and software into the company. This phase is comparable to the customer or stakeholder lifecycle, where we see the initiation of relationships with the organization. The primary focus of this layer is to attract and onboard new stakeholders effectively.
Attracting and Onboarding Stakeholders in the Incoming Layer
Attracting New Leads: In a sales context, this phase generates leads and prospects, targeting potential customers who could benefit from the organization’s products or services.
Stakeholder Onboarding: For internal stakeholders, such as new employees, this layer entails ensuring they fit well with the organization, providing training, and facilitating a smooth integration.
Evaluating Devices and Software: In the incoming layer, businesses assess the suitability of new devices and software to meet the organization’s needs and objectives.
Layer 2: Current
The current layer revolves around stakeholders, devices, and software currently used within the organization. This layer focuses on maintaining, optimizing, and nurturing existing relationships for a seamless digital experience.
Nurturing Existing Relationships in the Current Layer
Upselling and Cross-Selling: In a sales context, businesses engage in upselling and cross-selling to existing customers, maximizing revenue and customer loyalty.
Upskilling and Training: For internal stakeholders, continuous upskilling and training are vital to ensure that employees are equipped to perform their roles effectively.
Software and Device Maintenance: Ensuring that devices and software are well-maintained and updated to align with the organization’s evolving needs and industry standards.
Layer 3: Outgoing
The final layer, the outgoing layer, focuses on elements leaving the organization, such as stakeholders resigning, customers leaving, or devices being retired. This phase aims to ensure a smooth transition and positive closure of relationships.
Ensuring Smooth Transitions in the Outgoing Layer
Retention Strategies: In a sales context, businesses employ retention strategies to minimize customer churn and encourage continued engagement.
Employee Resignation and Retirement: For internal stakeholders, the organization seeks to support employees during their transition and maintain positive relationships.
Device and Software Retirement: Properly retiring devices and software no longer meet the organization’s needs while introducing newer, more efficient alternatives.
Funneling through the Layers
Within each layer, businesses implement funnels to guide stakeholders through different stages of their digital journey. These funnels play a critical role in shaping the overall digital experience.
Guiding Stakeholders Through the Funnel
Sales Funnel: A well-defined sales funnel attracts and engages potential customers, nurturing them through the decision-making process until they purchase.
Employee Onboarding Funnel: For internal stakeholders, the onboarding funnel ensures a smooth and engaging experience for new employees, setting them up for success within the organization.
Exiting and Offboarding Funnel: The exiting funnel facilitates smooth transitions for stakeholders leaving the organization, leaving a positive lasting impression.
Understanding the phases and layers of a business is crucial for optimizing the digital experience for all stakeholders. Each layer, from incoming to outgoing, plays a distinct role in shaping the digital landscape. Businesses can create a seamless and delightful digital journey for their audience by employing well-defined funnels and processes. In the next section, we will dive deep into these different funnels, exploring strategies tailored to each layer’s internal and external stakeholders.
