{"id":118211,"date":"2017-02-24T00:00:00","date_gmt":"2017-02-24T08:00:00","guid":{"rendered":"https:\/\/www.genesys.com\/?post_type=blog&p=118211"},"modified":"2019-01-03T13:27:04","modified_gmt":"2019-01-03T21:27:04","slug":"help-your-customers-by-becoming-digital-business","status":"publish","type":"blog","link":"https:\/\/www.genesys.com\/en-gb\/blog\/post\/help-your-customers-by-becoming-digital-business","title":{"rendered":"How to help your customers by becoming a digital business"},"content":{"rendered":"

[vc_section full_width=”stretch_row”][vc_row][vc_column][vc_column_text]Many businesses are just getting the hang of well-established channels like chat and email, but the speed of digital disruption in consumers\u2019 lives is throwing demand after demand at businesses.\u00a0 Setting up a Facebook and Twitter team for customer care has been a common occurrence in businesses for a couple of years now.\u00a0 You probably created a dedicated team, using dedicated digital transformation technology<\/a> to handle customer queries over those channels.\u00a0 But what about forum moderation?\u00a0 Ah, right\u2026\u00a0 Ok, we need slightly different skills and technology for that, so let\u2019s set up another team.\u00a0 They sit in the same room, so that\u2019s ok.<\/p>\n

Phew, that\u2019s social customer service<\/a>\u00a0taken care off.\u00a0 Oh hang on. What about Internet of Things (IoT)? Ah ok, right.\u00a0 We better set up a team to take care of that. We go through a period of exciting innovation, testing, trialling, but now we have to adopt it in our business, to scale it up for our customers. To make it part of what we do.\u00a0 We\u2019ve done that now; but wait, it\u2019s another team, another technology stack, another face to our customer.\u00a0 But now we can show the market that we are a business for the IoT age!<\/p>\n

But what about this virtual reality thing?\u00a0 What about Artificial Intelligence and virtual assistants?\u00a0 Oh, and do you have a strategy for Alexa? You\u2019ve got to be kidding me!<\/p>\n

Being a business that is agile, innovative and able to move quickly in the digital age is critical.\u00a0 But<\/em> once those innovations are tried and proven, establishing them as a part of your standard operating model is where the pain of proliferation starts to take hold:<\/p>\n

Bad for customers:<\/strong>\u00a0Disconnected, inconsistent experience is a turn off for customers. Connected, seamless experience<\/a> is what your fickle customers really want. With it, they\u2019ll look for a brand that\u2019s easier to do business with.<\/p>\n

Bad for employees:<\/strong>\u00a0Digital employees can be as fickle as your customers. If they feel they are missing out on the ability to work on the \u201ccool stuff\u201d that their colleagues in another department are doing, dissatisfaction creeps in.<\/p>\n

Bad for business:<\/strong>\u00a0Maintaining so many technology stacks, training regimes, and even worse, deploying technology that attempts to make connections between those different systems, haemorrhages cash. Even worse, the top line benefits are not realised due to the underachieved CX.<\/p>\n

According to a recent\u00a0report<\/a>, one of the top challenges facing marketers\u00a0today is \u201ccollaboration culture.\u201d \u00a0Which means the ability for teams within a business to work together.\u00a0 This is a critical component of an innovative, agile business but making this a reality for \u201cbusiness as usual\u201d (at scale) is not easy.\u00a0 The challenge is not limited to marketing of course, this is a challenge across marketing, sales and service.<\/p>\n

The report also highlights another key challenge: the age of customer centricity.\u00a0 This is really the opposite side of the above internal collaboration challenge:\u00a0 while our businesses have to work across departments and teams, our customers are already doing this. Customers are going from channel to channel, device to device, place to place; hunting for an answer.\u00a0 Most customer journeys<\/a> today start online. Indeed, more than a third are still online while they communicate with you via phone.\u00a0 Customers are not just using multiple channels and devices \u2013 they are using them all at the same time!<\/p>\n

How can a disconnected, proliferated business possibly hope to engage the digital consumer, while attaining the kind of revenue figures and operating margins that digitally born businesses seem to take for granted?<\/p>\n

There is an answer!<\/strong><\/p>\n

Orchestrating customer engagement centrally and holistically is the answer.\u00a0 You need to build your customer engagement from the ground up on a customer experience\u00a0platform<\/a> that:<\/p>\n

Engages the digital consumer.<\/strong> Providing the ability for your customer to engage with your brand over any channel, device, place; one at a time or all at once (including the phone call!).\u00a0 Recognising moments of need or opportunity wherever and whenever they occur.<\/p>\n

Engages the digital employee.<\/strong> Empowering your employees to be the CEO of your customers\u2019 journey; with an omnichannel desktop tool<\/a> for managing all customer interaction types, managing their presence and driving employee performance, training and collaboration across the entire enterprise.<\/p>\n

Optimises your digital business.<\/strong> With all-channel\/device analytics for digital journey optimisation and workload management for running your business as a smart business.<\/p>\n

Critically, your platform must<\/em>\u00a0be real time, reliable and capable of operating at scale.\u00a0 This is the heart of your customer experience; it is business critical. Put your trust in a proven platform.<\/p>\n

As new channels, new innovations, new devices come along.\u00a0 You plug them into the common, core customer engagement solution.<\/a>\u00a0\u00a0Benefiting from the established business rules, skill sets and customer experience look-and-feel.\u00a0 Indeed, your innovation teams should be starting from that common core.\u00a0 Not taking a view of \u201cwhat can AI do for us?\u201d But rather taking a view of \u201chow can we enhance our established CX with AI?\u201d<\/p>\n

Digitally born businesses like UBER and AirBnB have this in their DNA and that is their advantage.\u00a0 Don\u2019t let them race ahead \u2013 you are creating your digital DNA right now.\u00a0 Put customer experience<\/a> at the heart of it.<\/p>\n

Join us on 8 March for IoT webinar with Frost & Sullivan<\/strong><\/p>\n

Hear more from me and Alexander Michael,\u00a0Director of Consulting in Digital Transformation, Frost & Sullivan\u00a0at the Genesys webinar,\u00a0Redesigning the Customer Experience Around the Internet of Things (IoT),\u00a08th March 2017, 10am GMT \/ 11am CET.\u00a0<\/a>\u00a0Register and get the on demand recording as well if you can’t attend live.[\/vc_column_text][\/vc_column][\/vc_row][\/vc_section]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

[vc_section full_width=”stretch_row”][vc_row][vc_column][vc_column_text]Many businesses are just getting the hang of well-established channels like chat and email, but the speed of digital disruption in consumers\u2019 lives is throwing demand after demand at businesses.\u00a0 Setting up a Facebook and Twitter team for customer care has been a common occurrence in businesses for a couple of years now.\u00a0 You […]<\/p>\n","protected":false},"author":193,"featured_media":121537,"template":"","tax_priority":[],"tax_blogtype":[17751],"tax_blogcategory":[13232],"tax_contenttheme":[],"tax_bundle":[],"tax_contenttheme2":[],"tax_capability_sitewide":[],"tax_products_programs":[],"tax_buying_job":[],"tax_buyer_persona":[],"tax_sector":[],"tax_segment":[],"class_list":["post-118211","blog","type-blog","status-publish","has-post-thumbnail","hentry","tax_blogtype-genesys-en-gb","tax_blogcategory-digital-en-gb"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/blog\/118211","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/types\/blog"}],"author":[{"embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/users\/193"}],"version-history":[{"count":3,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/blog\/118211\/revisions"}],"predecessor-version":[{"id":123103,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/blog\/118211\/revisions\/123103"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/media\/121537"}],"wp:attachment":[{"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/media?parent=118211"}],"wp:term":[{"taxonomy":"tax_priority","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_priority?post=118211"},{"taxonomy":"tax_blogtype","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_blogtype?post=118211"},{"taxonomy":"tax_blogcategory","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_blogcategory?post=118211"},{"taxonomy":"tax_contenttheme","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_contenttheme?post=118211"},{"taxonomy":"tax_bundle","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_bundle?post=118211"},{"taxonomy":"tax_contenttheme2","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_contenttheme2?post=118211"},{"taxonomy":"tax_capability_sitewide","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_capability_sitewide?post=118211"},{"taxonomy":"tax_products_programs","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_products_programs?post=118211"},{"taxonomy":"tax_buying_job","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_buying_job?post=118211"},{"taxonomy":"tax_buyer_persona","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_buyer_persona?post=118211"},{"taxonomy":"tax_sector","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_sector?post=118211"},{"taxonomy":"tax_segment","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_segment?post=118211"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}