CC7986 eBook Dig Transformation

STEP 2:
Customer Experience Strategy: Walking in Your Customers’ Shoes
Have you ever tried to connect with your organization’s customer
service department online, via phone, or via the mobile app?
Do you have a mobile app that is integrated across the customer
experience? Building a customer experience strategy is a vital step
for envisioning the digitally transformed environment and understanding
its impact on the way customers interact with your business.
A customer experience strategy has three equally important components:
Customer journey mapping. Who are your most valued customers
and how do they engage your organization? As they proceed through
the sales funnel, make purchases and engage with your customer
support personnel post-sale, where are bottlenecks and disconnects
that disrupt the customer experience and the velocity of interaction?
Where do customers get frustrated? What parts of the process
delight them? When you clearly segment your customer base and
analyze their paths along the end-to-end customer journey, you
will reveal opportunities for process improvement, digitalization
and automation, and ultimately ways to distinguish your organization
from competitors.
Imagine, too, capturing customer, business and situational context
across all touch points. You can use those “bread crumbs” to gain
360-degree customer context and further enrich the customer journey.
Routing. A key to optimizing customer experience is making sure
customers can get to the right resource at the right time, including
reaching beyond the call center deeper into the enterprise for
knowledge workers who can answer questions and address issues.
That ability to access the right resource is impacted by many factors —
time of day, day of week, holidays, type of customer, type of issue,
type of resource required…the list goes on. It’s important to have a
routing strategy that accounts for all these factors, as well as tools
that give business users in your organization — not just the IT
professionals — flexibility and control over routing decisions.
Channel alignment. The holy grail of customer experience,
of course, is to create a seamless experience regardless of the
device, location and even time of the customer’s interaction. With
an understanding of customer segmentation and customer journey,
you will have the information needed to align all channels and deliver
a consistent experience for both the customer and the business.
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