In the past decade, an enormous amount of communication channels have emerged. Most notably, many, if not most of these new communication channels have become digital, a key indicator of the powerful shift toward an interactive world where businesses must be able to operate and communicate with their customers in this realm. ‘Digital-first’ does not necessarily mean digital-only: a digital-first mindset provides companies with greater agility and flexibility to communicate directly with their customer base.
Companies and organizations build relationships with their customers through a series of events and communications. These strings of interactions are categorized as a customer journey and every customer’s journey is unique. Key to this concept is customizing the journey for each individual participant.
Each customer journey will be different from organization to organization. Even between competitors in the same industry, every customer journey will be unique. Due to the many variations during the individualized nature of customer journey, it can be hard to pin down an exact definition of what that entails.
An increasing number of companies are becoming aware of the need to integrate customer communication management (CCM) with the customer experience (CX) strategies and toolsets. These businesses understand that improving the customer experience is more than just a task on one’s to do list; these organizations understand it is a strategy to be closely tied with their overall digital transformation. As a result, these businesses that successfully implement a CX strategy as an integral component of their digital transformation are the most successful in rejuvenating the customer journey from start to finish to the benefit of all parties.
Company founders and C-level executives strive to establish and leave behind a lasting legacy in their industry. But in the Digital Age, running on legacy technology systems is both costly and risky for business.
Service-related customer journeys are a multi-faceted set of interactions between client and company that together comprises a unique customer experience for each journey. Providing an exceptional service-related customer journey requires exceptional customer communication.