Despite its terminology, DCX isn’t exclusive to customer-based businesses. It applies to every industry that provides services to external users (patients, students, citizens, etc.) as well as employees, partners or other users that interact with a company internally. What unites them is the use of digital technology to facilitate the interaction.
Automotive - A new car sends diagnostic information via an API for a customer to view on a mobile app or online dashboard, along with service reminders and product recall notices. He can also view his financing information and track bill payments.
The customer sees the automobile brand as an expert resource for taking care of his vehicle.
Banking - A customer opens a new savings account via his bank's mobile app. He uses the bank's budgeting tool to set goals and save automatically, giving him a balance of what is safe to spend, taking into account bills, pending payments and goals.
Once a month, the customer receives a text with an update on the status of his savings and a report breaking down spending habits. The resulting impression of the bank is a friendly, helpful advisor.
Education - A student connects to her university portal to access digital lectures and textbooks. Her learning is tracked with quizzes at the end of each module and suggested content is provided based on demonstrated struggle with certain topics.
She's able to chat with professors or set appointments with teacher aides through the web or mobile interface. She sees her experience as personal, and the university as understanding and supportive.
Government - A city employee monitors vehicular and pedestrian traffic via bluetooth-enabled sensors located along the streets. She is able to share the information with other departments so they can address congestion issues.
If traffic is due to a needed street repair (such as a broken light), she is able to set up repairs through an online scheduler, and track workers' locations and status.
Once repairs are complete, she can share the information immediately through social media. The resulting impression of the agency (from an internal perspective) is tech-savvy and efficient.
Healthcare - During a doctor's visit, a patient sets wellness goals to help manage her health. Between visits, she uses an app to monitor her vitals, food intake, exercise and prescriptions.
There are also interactive learning materials and an online community, where she can learn and be encouraged by others working on the same goals. Her health improves over time, reducing the need for visits and lowering the hospital's cost. The resulting impression is professional, personal healthcare.
Retail - A local bookstore also has an online community where customers can save reviews of their favorite books, join online discussion groups and participate in virtual events or ones held at the store.
A customer can pick from recommended titles based on his past order history that are then prepared for him at the store. He can sit at the store with a coffee to skim a few of the titles, and choose which ones to keep. The customer feels like the bookstore is a simple, enjoyable way to manage his reading.