In my last blog I outlined the importance of understanding how technology can help executives deliver a superior customer experience. However, this not just corporate strategy, we can see the same processes changing in our own lives every day.
I like to run, and I’m training for a marathon at present. I used to have a fairly good idea about my distances, and I could use a watch to time myself, but this is one area of my life where I can see a dramatic difference because of the emerging technologies. Today I can capture every step of every run with a complete recording of where I was running, how fast, at what altitude, and how much effort I applied to each stage of the run. The digital experience of training for an event like a marathon is far superior to the guesswork of the past and this is how brands need to think about their own digital relationship with customers.
So technical innovations are all around. A great example from the contact centre environment is the ability of agents to know that a customer waiting to be answered on a voice call should get priority because they have already been communicating by email and social networks earlier in the day. Sharing information across channels can ensure that the agent knows about the messages on other channels, but also knows that this customer call should be answered before others in the queue. However, in this Accenture research they found that only 14% of customers believe that companies are good at making these desired experiences a reality.
As this IBM research suggests, brands need to connect the dots. Customers are interacting with brands all the time and over a long period of time. Decisions are not taken instantly, and there may be many weeks or months of interactions on multiple channels before a customer makes a purchasing decision. What if you could integrate all of those interactions into a single holistic picture of consumer behaviour before and after purchase?
If you can see the entire customer journey and can bring it to life, then you will have better information on what the customer wants, and you can make better strategic decisions. With this information you can more effectively:
- Connect every touchpoint between the customer and brand, regardless of channel or time
- Connect all the various disparate data sets
- Present a clear picture of the entire customer journey, even after a purchase has taken place
- Gain insight, even from small snapshots of the entire journey
- Understand the mindset of your customer
Trends and preferences are much easier to spot when you can see the big picture and if a picture is worth a thousand words then what is the big picture worth? I would like to share a whitepaper that describes how we at Teleperformance believe you can build a roadmap to an omnichannel strategy that delights your customers.
Customers that are impressed by their experience with your brand will be more loyal and are likely to even recommend you to their friends and family – genuine advocacy rather than just loyalty based on collecting points.
Click here for the white paper and please feel free to leave a comment here or to get in touch with me directly via my LinkedIn.
Photo by Crew licensed under Creative Commons Zero