Customer experience is currently the most powerful differentiator in business. If a business is not delivering the experience that customers expect, they will find someone else who will. As Chapter 1: Customer experience—the good, the bad and the ugly shows, customers place great value on first contact resolution. For businesses, this means solving a customer’s problem the first time they connect with you. However, this is just one element in the overall customer experience. A big part of managing the customer experience is understanding and orchestrating the entire customer journey. Genesys defines customer journey orchestration as the ability to connect and personalize a customer journey across all channels and touchpoints—from beginning to end. The journey doesn’t stop when the interaction with a customer ends.

True omnichannel journeys let customers start, pause and resume their journeys because the business is prepared to provide that personalized, contextual experience. 

When you can retain a customer,
their journey with you never ends.

Personalization Versus Privacy

Use Data to Guide Your Decisions

Personalization and privacy play significant roles in delivering a consistent omnichannel journey. With access to the right customer information and preferences, you can customize each customer journey across various points in time. Providing customers with a seamless journey often means anticipating their needs and using analytics to make informed decisions and guide the next action. This is what often is called a “journey nudge.”

The Genesys State of Customer Experience research shows:

  • Sixty-four percent of millennials value anticipation and customization of the experience using their transaction data over privacy concerns. Forty-six percent value personalization using preferences and contact info over privacy concerns.
  • Forty-five percent of  Baby Boomers  (ages 55 and over) value privacy over personalization.

What Consumers Value Most

Solve the Problem the First Time

When it comes to location and credit card data:

  • Thirty-eight percent of consumers are comfortable giving a business access to their location to receive a more personalized experience, yet 62% of businesses are storing this information for future use.
  • Thirty-four percent of consumers are comfortable with a business storing their credit card information for future convenience, yet 51% of businesses store this information for future use.

The trends are clear: Millennials believe that providing access to their personal data is just a way of doing business. They see the value in allowing a business to have access to their private information—not just their preferences and transaction data. Additionally, millennials are less concerned with businesses storing their location data and credit card data. Boomers, on the other hand, hold onto their data tightly. For businesses, this means educating customers on the value of personalization to help them overcome concerns and see the benefits.

  • Consumers: Do you prefer that a business knows your location to provide you with a more personalized experience?

  • Business: How does your organization manage private consumer information including location data?

  • Consumers: Do you prefer a business to store your credit card/banking information for your convenience in future transactions?

  • Business: How does your organization manage private consumer information including credit cards and financial data?

Personalization Leads to Greater Wallet Share

Personalization Takes a Personal Touch

The Genesys State of Customer Experience research shows that overall:

  • Nine out of 10 consumers value when a business knows their account history and current activities with that company, and seven out of 10 value having the same representative or agent help them each time they interact with the company.  

When it comes to ongoing interaction with a business for customer service and support, consumers across different regions value different personalization techniques.

Overall, respondents in Latin America value personalization very much, with 79% stating it's important to be greeted by name. Alternatively, only 54% of European respondents found value in being greeted by name.

The shift from storefront to webfront, as well as the ability to strike the right balance between the two, has been a critical topic for retailers in recent years; focus has been on declining in-store sales due in part to web-based shopping. Many retailers now offer customers a completely personalized and customized web experience. And it pays off with repeat business and customer advocacy.

Overall, two out of three consumers indicated that customized and personalized web purchase experiences likely would drive repeat business, recommendation, increased sales and greater share of wallet.

Personalizing the customer experience offers business value when it comes to better managing the overall customer journey. Privacy concerns are still a factor and, for industries such as healthcare, privacy is absolutely critical. But we can see the demographic shift in consumer preferences, where personalization is valued over privacy concerns. It’s not only important to have an extensive picture of customer segments but also to use that information properly.

As demographics and preferences continue to shift, you can adjust and differentiate your business by orchestrating journeys that positively affect the overall customer experience.

Channel Switching Is the New Reality

Timing Is Everything With Channels

The ways in which consumers engage with you have shifted significantly. With the rise of so many new channels, consumers will use the channel that best suits them at that moment in time. Let’s look at an example.

Jenny is a young working mother who only has time during her work break to connect with a business on an important matter. Because she’s at work and has limited time, she sends an email. But she receives no reply during the remainder of the day. Later that evening, she decides to connect with the business using web chat while she’s making dinner and juggling homework with the kids.

 

But the agent that she’s chatting with has no knowledge of the email she sent earlier in the day, so she’s forced to repeat herself. This leads to frustration and a request to speak with the agent on the phone. Instead of moving the conversation to a phone call, the agent explains that another department handles phone service and provides her with a number to call.

Jenny throws her hands up in the air and says “Enough is enough!” She simply walks away. Jenny’s frustrating experience may have dealt her relationship with that business a fatal blow.

Cross-Channel Experiences

A Critical Part of the New Customer Journey

The Genesys State of Customer Experience research shows:

  • Eighty-three percent of consumers say the ability to move from one assisted channel to another, such as moving from web chat to a live conversation, is desirable. But only 50% of businesses support such cross-channel interactions.

There are ramifications when your  business does not support a seamless customer journey. Channel switching is the new normal when it comes to how consumers engage with a business. And there is a cost for businesses that don’t support channel switching.

  • How desirable is it to be able to begin a customer service/support interaction in one way (via phone, chat, messaging, etc.) and seamlessly complete it using a different method?

  • Do you support cross-channel customer interactions between live agent options (i.e. web chat to phone)?

360-Degree Customer Experience

Best Practices for Managing Customer Journeys

1. Know your customers

To truly affect the customer experience, you have to understand your customers’ needs and expectations clearly. Know your customer segments and the demographics that drive each segment.

2. Use journey mapping

Take the time to create a visual design of every customer touchpoint and interaction with your business. Start at the beginning—how the customer is acquired—and create a map of each step that the customer takes to acquire, learn, use and support your product or service. Include renewals or cross-sell and up-sell points within the journey map. View your processes from the customer point of view.

3. Use the right technology

Be certain that you have the right technology to bring all pieces of a successful customer experience together. Build engagement channels on a single system that shares interaction data and insights, and includes access to customer relationship data. Ensure that all employees have access to customer feedback, complaints, relationships and engagement data. Journey analytics and predictive matching can help you obtain greater visibility of intent, engagement, profiles and next best action across actual customer journeys. The right technology can help you deliver personalized and proactive engagement based on customer context across the customer journey.

Customer Experience Isn't Easy: Let Us Help You

Attend a Free, Fast-Track Customer Experience Workshop

Get started with a free, no obligation, onsite customer experience assessment workshop, which reveals what’s possible in a Genesys-enabled world. Our consultants will map those possibilities to your specific business and customer experience objectives, and identify what you need to reach those goals. The outcome will be a strategy that propels your current and future customer experience success.

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