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Great customer engagement is the result of focus and design, not coincidence
The strategic intent for CX and omnichannel strategies is there. How this translates across the organization is where things are getting stuck.
CX may be getting airtime in boardrooms but effective cross-channel engagement is more the exception than the rule. Great CX doesn’t happen in isolation. Customer interactions must be designed, not left to chance.
Did you know?
Engage cross-channel strategy
Most organizations engage via eight contact channels, yet two-thirds (66.4%) have no cross-channel contact management strategy.
Collaborate and define journeys
Only one-quarter (24.2%) of CX teams are fully collaborating to define customer journeys and design CX.
Enable consistency across channels
Just 24.5% claim good or complete consistency as CX remains hugely erratic across contact channels.
Key questions to ask
What’s the right CX design for your organization?
A consciously designed, fully managed, end-to-end customer journey, with the customer well and truly in the center, is rare – but not impossible.
Are we confusing innovation with technology implementation?
It’s the customer journey, not technology availability, that dictates the requirement for a new channel. Effective customer journey management includes understanding and being present in the natural technology habitats of your customers to provide value.
Who’s listening to the voice of the customer?
Everybody should be, from the boardroom to the contact center.
Assess new channels before you implement
It’s easy to get distracted by the promise of new technologies, but CX is not about following technology trends. Contact center solutions such as Contact Center-as-a-Service (CCaaS) and hybrid cloud contact centers do offer significant benefits but don’t solve all CX problems. If you want to make an impact on your customers, everyone in the organization needs to focus on solving problems and creating value for both your customers and the business.
(CCXP) Customer Experience Consultant, NTT Ltd.
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