The process of optimising customer experience is always a tough nut to crack. Because customer experience is cohesive. It is the experience the customer has by engaging with an organisation as a whole and not a particular function or channel. Even though each function or channel may be working as a centre of excellence since customer experience is horizontal and across the organisation, he or she may feel the experience to be disconnected and broken. This is the challenge that every organisation has to deal with while trying to optimise the customer experience.
There are 4 components to customer experience
They are Marketing, Sales, Commerce and Service. In traditional business, each of these components interacts with the customers separately. However, today’s customer expects business to treat him as one person in his experiences across all the 4 components. This implies that businesses need to bridge the gaps between all 4 components using both digital and physical engagements with the customer.
There is a requirement to share information across silos, departments and organisations. The marketing team knows which ads the customer has clicked on, his digital behaviour on the website etc. While the sales team knows what the customer has bought, the service department knows what problems you have, the commerce department knows what the customer bought online. The trick of today’s organisations is 1. how do they bring that data together 2. the data is getting more complex and richer by day. Example, comcast combines the data of the services bought by the customer, the data they consume in using these services, and actual customer survey that measures net promoter score which indicates the customer satisfaction levels. Combining all the data together, the organisation gets a more detailed picture about the customer’s preferences of what satisfies him, what his problems are and act to increase the customer experience.
When businesses have established process and revenue models and are doing well, further innovation becomes a challenge. They all know that they need to invest in digital and improving the customer experience, but they don’t know the way forward.
We tend to expect smoother digital and physical experiences from banks and retails because we as consumers are exposed to brands like Amazon,Uber, Starbucks and many more that combine physical and digital experiences so well.
There are 3 levels to the needs of the customers
This is the ability to take all the data about the customer like sentiment data, behavioural data, CRM data and combine all of them
Connected intelligence layer
This is the layer where AI, machine learning, behavioural analytics, IOT analytics (regarding smart devices that are gathering huge amounts of customer data) extract insights out of the data of the customer. So, when a customer is on the call or interacting digitally, you can use the real time insight from the Connected intelligence layer to predict what kind of interaction they want to have, what products to recommend to them or what offer to make to them.
This is the totality of all interaction points which is the existing software that manages the marketing, sales, commerce and services together.
The customer’s choice on staying with a particular brand depends almost entirely on the organisation’s analytical survey of its customer and its ability to connect with the needs of the customer on a personal level, pertaining to the ever-changing preferences of the digital world.
Having website, chatbot, or call centre support etc are not good enough to improve the customer experience today. Because customers these days spend most of the time on organic platforms and chat applications like WhatsApp, Facebook messenger and WeChat. The challenge for the organisation here is to be where the users are. So, the technology should enable the organisation to engage, help and meet with the customers on the platform of customer’s choice to meet his/her requirements. Omnichannel is changing the channel of choice for the customer. Every organisation needs a profound understanding of the customer – who they are, what are their pain points, what are their ouch moments, what are their wow moments, where they live, what do they buy, how do they behave online etc.