Companies have struggled to align customer expectations with CX delivery across the business in the channels that customers prefer. Multichannel, omnichannel, single-channel – companies have struggled to align customer expectations with CX delivery across the business in the channels that customers prefer. It’s a problem that’s been plaguing the customer experience industry for years.
So forget about channels when it comes to digital transformation. Those should not be the center of attention. It should be a great experience.
Any digital transformation should aim to create a unified, customer-centric experience across the organization. Many businesses see the opportunity to improve customer experiences in single channels more easily, and they take advantage of it. Customers will experience siloed experiences and inconsistency as a result of this.
Businesses can apply customer journey strategy with a real-time technology layer placed on top of existing systems throughout the organization, using automation and workflow management as the foundation. This layer creates a virtual glue that enables customer-centric, not channel-centric, real-time connectivity across the enterprise. The method enables “channel-less journeys,” as we put it.
In most cases, there are five steps that can be taken to enable end-to-end digital transformation that improves customer satisfaction, lowers costs, and boosts revenue:
- Consolidate: Create journeys that are focused on the customer.
- Automate: Reduce reliance on humans by automating.
- Enable: All channels are enabled.
- Enhance: Throughout the journey, add intelligence.
- Enrich: Constantly add value
The new operating model should be up and running in months rather than years, thanks to technology that the team already has across the organization. The desired experience can then be activated by layering the workflow and automation.
The decision can be made as the journey is developed as to which channels it should be activated through—regardless, the journey flow is consistent across channels, and if necessary, as a customer moves across channels.
Contact Cegura Technologies to know more about our services.
