Transforming Customer Experience in the New Digital World
New digital communications channels are being continuously introduced. Customers are quickly adopting these new channels – including web, social and mobile – and want to use them to contact the companies with whom they do business. But this proliferation of channels makes it difficult for companies to provide effective, cost-efficient customer service. In their struggle to find the right way to handle new digital channels, many companies take a siloed approach such as setting up a separate group to manage social customer service, web interactions, or mobile customer engagement. As a result, companies that treat digital channels as independent interaction points handled by disparate systems and disconnected employees have no way to understand the full customer journey or to meet their customer’s needs with an outstanding, efficient and consistent experience across channels.