{"id":499373,"date":"2023-11-21T21:58:17","date_gmt":"2023-11-22T05:58:17","guid":{"rendered":"https:\/\/www.genesys.com\/blog\/post\/the-one-truth-in-customer-experience-is-the-experience-itself"},"modified":"2023-11-21T22:07:49","modified_gmt":"2023-11-22T06:07:49","slug":"the-one-truth-in-customer-experience-is-the-experience-itself","status":"publish","type":"blog","link":"https:\/\/www.genesys.com\/en-sg\/blog\/post\/the-one-truth-in-customer-experience-is-the-experience-itself","title":{"rendered":"The One Truth in Customer Experience Is the Experience Itself"},"content":{"rendered":"

[vc_section full_width=”stretch_row”][vc_row][vc_column][vc_column_text]Companies often are organised in such a way that they create silos. Silos in data, operations, management, vision, and ultimately, performance. The answer to the question, \u201cHow are we doing?\u201d is limited to the perspective of an individual person, team or organisation. And in business, people do need to know how they\u2019re doing when it comes to fulfilling their responsibility \u2014 their promise to the company. But often it isn\u2019t easy to see how they\u2019re doing through the lens of the customer.<\/p>\n

From a customer\u2019s perspective, there\u2019s one company and one truth \u2014 and that\u2019s their experience.<\/p>\n

Various organisations play a role in the overall customer experience<\/a>. The journey often begins with the marketing organisation reaching out to make them aware. As they show interest and engage, the sales organisation assists and nurtures them. After they\u2019ve made the decision to purchase, the fulfillment organisation delivers on the promise. And after the customer is established, the service organisation keeps them informed and assists them when they need help.<\/p>\n

Customers don\u2019t know or care that there are different organisations and \u201cservice owners\u201d behind the scenes as they navigate a company.<\/p>\n

Any disconnect that causes them to put forth additional effort \u2014 to identify themselves, to tell their story again \u2014 drives frustration and dissatisfaction. They\u2019re looking for interactions where they feel known, heard and understood. They want an experience where the company is guiding them to the right path, and the right resources.<\/p>\n

In addition to impacts to Net Promoter Scores and customer satisfaction rates, high-effort experiences are more costly to companies as well. Research has shown that a\u00a0low-effort interaction costs 37% less than a high-effort interaction<\/a>. Low-effort experiences reduce costs by decreasing up to 40% of repeat calls, 50% of escalations and 54% of channel switching.<\/p>\n

With customer effort being a significant driver for improved customer satisfaction, brand loyalty and cost, you might wonder where the points of friction are in your customer experiences. I confess, I\u2019ve been a data geek for many years. And now with the power of artificial intelligence (AI)<\/a> to help us churn through seas of data to surface insights, I tremble with excitement at the possibilities!<\/p>\n

Recently, I\u2019ve been sharing journey management output with business leaders. And I find that I\u2019m not alone. In a recent meeting, the team was sharing insights on customer behaviour, points of friction and failure along customer journeys. They also looked at the impact of guiding more customers down the path to success \u2014 in real business revenue and cost savings.<\/p>\n

The excitement in the room was palpable. Eyes were wide; minds were spinning. Voices were raising, \u201cWow, we\u2019ve never seen this before!\u201d and \u201cThis is incredible to see!\u201d. Then they quickly shifted to \u201cCould we also look at \u2026?\u201d and \u201cCan we drill down into \u2026?\u201d These tools don\u2019t only provide answers and insights, they also inspire the next generation of questions.<\/p>\n

To orchestrate incredible experiences, it\u2019s very helpful to know where to start and where the biggest improvement impacts exist. Journey management provides you with the map to continuous improvement. By connecting with disparate data sources from across your experience touchpoints, journey management platforms unify data.<\/p>\n

AI is used to stitch together identities from across customer activity to create an adaptive customer profile that\u2019s continually learning. With a stitched identity, omnichannel events can be captured, tracked and woven into journeys. Across website activity, mobile applications, phone IVR systems, contact centre agents, point-of-sales systems, service technician visits, ATMs \u2014 even IoT devices and telemetry \u2014 you\u2019re capturing events. These events are compiled into journeys, and users are presented with visualisations that show each step, each path and variation from point A to point Q in your experiences.[\/vc_column_text][vc_single_image image=”498934″ css=”.vc_custom_1700066938678{margin-top: 1.0em !important;margin-bottom: 1.0em !important;}”][vc_column_text]Order of magnitude of the volume of users along each path segment is visualised in the thickness of the line to help quickly understand whether a point of failure is a trickle or a raging river. Adding to the value of this picture is the ability to double-click into the common attributes of the users that are experiencing this friction or failure and quickly identify an impacted area. Examples might be demographic, geographic, application \u2014 to target for action and resolution.<\/p>\n

While this can feel like a large effort that would need to involve multiple organisations and stakeholders across the company, it doesn\u2019t have to be. Organisations are discovering opportunity and value in simple use cases, such as evaluating their IVR system to gain understanding into existing self-service application success rates, and new customer intents that could benefit from application development. Or they\u2019re looking at digital dropout from web or mobile applications to the contact centre.<\/p>\n

You can start small and grow from there. But once you share the insights you\u2019re generating on your portion of the journey, your colleagues will soon want to find ways to join you. And that\u2019s a good thing for customers and for the company.<\/p>\n

Managing the Holistic Customer Journey<\/h2>\n

Companies that are taking a design thinking approach, and looking at journeys holistically, are outperforming their competitors in all key metrics. Customers are delighted with seamless, low-effort experiences \u2014 experiences where the company knows who they are, what they\u2019ve been through on their journey, predicts their needs and guides them to the right path.<\/p>\n

And when they connect with human representatives, those agents have all the context to pick up the path where the customer left off. And they have the skills and knowledge to satisfy customer needs and fill them with confidence. These are the experiences that drive brand loyalty and promoters.<\/p>\n

I\u2019ve had people say to me, \u201cCharlie, I can\u2019t afford to provide the kinds of experience that you\u2019re describing.\u201d I say, you can\u2019t afford not to.<\/p>\n

According to \u201cThe State of Customer Experience<\/a>\u201d report from Genesys, 77% of consumers will switch brands after five or fewer negative interactions with a brand\u2019s customer service. And this doesn\u2019t just apply to the consumer experience. Research from McKinsey<\/a> states that better customer experience in B2B relationships is increasingly critical for growth. B2B leaders stated that lack of speed with interactions with their suppliers were the No. 1 pain point, mentioned twice as much as price. The same principles apply.<\/p>\n

The journey and experience are the one truth that customers have. Maybe we, as business leaders, have one truth, too \u2014 the experiences we provide to customers and employees.<\/p>\n

Customer journey management is a first step to gain visibility and understanding into what\u2019s working and what\u2019s not. From there, we can use these insights as the map to create the next generation of orchestrated experiences that reduce effort and drive loyalty and outcomes.<\/p>\n

Read the \u201cPractical guide to mastering journey management<\/a>,\u201d to get a phased approach for implementing journey management and tips on how to reduce time to value. And you\u2019ll see how leading businesses are succeeding with customer journey management.[\/vc_column_text][\/vc_column][\/vc_row][\/vc_section]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

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