Page 31 - Warwickers Customers Count vflip2

CUSTOMER EXPERIENCE CHANNELS New customer interaction channels are created and evolve each year. This creates both 31 CUSTOMER EXPERIENCE an opportunity and challenge for organizations. Customers have more and more control over how they would like to interact. The more channels an organization offers, the more likely the customer can choose their preferred channel, inherently creating a better experience. The rate of new channels being created and adopted by customers creates a significant challenge for organizations. How to create a consistent, seamless experience across rapidly growing channels? Unfortunately many organizations are plagued by channel silos, each with their own processes and customer data sets. This makes creating an enjoyable, cross-channel experience difficult if not impossible. Organizations must learn to break down these silos and model the experience across them. Channels should share one view of the customer, be modelled on one set of guiding customer experience principles, and allow easy escalation between channels. Only the most advanced customer experience CHANNELS organizations do this presently, as it remains a formidable challenge. The customer experience is increasingly being shaped by communities and peers. Technologies like peer reviews and ratings are influencing the customer experience. Customer communities now more than ever are positively influencing the experience in many cases. These communities frequently deliver faster and more accurate responses than could have been delivered by the organization alone, contributing to a much greater experience, even if it was not directly delivered by a company’s representative. Another challenge is that in the past if a customer was dissatisfied they would share their story with 5 to 7 friends now they will tweet it to potentially thousands of people!