Manage the Cross-Touchpoint Customer Journey
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Using Digital Customer Experience for Business Growth and Innovation
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Customer Experience: Requirements for Competitive Success
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As an executive responsible for customer experiences or Contact Center operations within your organization, there are certain things beyond your control. These may include initial product or service offering quality, delivery issues and end-user expectations - to name but a few. However, what you can control is the quality of experience the customer receives when they initiate contact with your organization.
Companies that consistently deliver a great customer experience have realized measurable business benefits far beyond improving customer loyalty and profit. Companies focusing on end-to-end customer journeys across multiple touchpoints and channels can build significant competitive advantage, reduce customer churn and differentiate their brand from competitors. This end-to-end focus on customer experience also improves sales effectiveness – converting customers into advocates and repeat buyers – while driving costs out of their business.
Which Perspective on CX Matters Most?
What’s considered critical by an organization may be far from the experience expectations of an actual customer. Sometimes organizations overthink the journey and add unnecessary complexity that can quickly trip up the customer and create a bad experience. To better identify and align each customer touchpoint with business expectations, the integration and automation of customer information from existing back office systems into Contact Center operations helps your company streamline the customer experience. It provides your agents and representatives with preemptive knowledge – from multiple sources – to paint a true picture of each customer’s expectations when they engage with your company.
Central to this customer alignment strategy is the ability to meet your customer expectations, understand the context of each interaction across channels, optimize the routing of customers and how best to leverage customer feedback with detailed business analytics to achieve better results. These core elements provide the engine needed to create a holistic view into the customer journey, with process refinement and actionable intelligence to power great customer experiences. The business advantage to meeting your customer expectations with great customer experiences will ultimately drive higher revenues, lowers costs, improve efficiencies and create happier employees.