2020 heralds a reinvigorated and deeper investment into user engagements and the customer experience (CX). Traditionally, customer communication management (CCM) has focused on transaction-oriented documents, messages, etc., as an operational necessity as opposed to being considered an essential and core component of the customer experience.
Silos. That most dreaded of institutional ideas, a word that implies your organizational structure isn’t cutting it.
Writing for Forbes, in an article entitled “This Is Not An Alternative Fact: Improving Customer Experience Can Increase Revenue,” Steve Olenski (@steveolenski) gives us an enhanced perspective on the recently released Forrester report “Drive Revenue with Great Customer Experience, 2017” by interviewing Forrester analyst and report author Maxie Schmidt for further insights. Go read his article for the full interview, but here’s the gist of it.
Previously, I mentioned Gartner’s report, Three Steps to Enrich the Customer Experience with Contextualized Communications, in which analysts Karen M. Shegda, Mick MacComascaigh and Pete Basiliere make the case for deploying customer communications management (CCM) and web content management (WCM) solutions synergistically to deepen customers’ engagement and loyalty. Gartner’s take on the current and future state of CCM is so on-point that I decided to dig into the ideas they covered a bit more deeply in a series of posts here on our blog.
What are silos? They are the walled gardens that form when departments within the same organization have discrete (or at least disconnected) processes, data and technologies. Silos have always been a problem for enterprises, but in the age of omni-channel communications, silos now have a profoundly negative impact on customer experience as well.
You can identify and address customer experience (CX) gaps by mapping out critical customer journeys to see what works and what doesn’t from the customer’s point of view. To do this, you need to take a close look at very specific customer/company interactions, starting with the ones that most directly impact your business objectives and/or potentially contribute to customer experience gaps that lead to customer attrition.