There is a disconnect between how companies focus on and measure individual touchpoints in the customer journey and the way customers themselves experience and react to this journey. And at a time when the customer experience (CX) has become well established as the competitive battleground for many businesses, ignoring this could be fatal.
The disconnect between the company and the customer
Most organisations will design (or redesign) specific elements they have identified as needing improvement, such as their online checkout process. They might test and retest a lead-generation marketing campaign to finetune it before it goes fully live. The customer, however, sees each process as a part of a whole. They see their end goal and everything else as just another step towards what it will take to achieve their desired aim.
Customers expect a frictionless journey, with each interaction seamlessly moving them forwards. So, companies focusing on individual elements while failing to take total customer experience into account can seriously harm their efforts to increase customer satisfaction and revenue.
The customer journey is a holistic experience
Customers take various paths through an organisation’s service, using different touchpoints at different times. They do not want obstacles along this path. Without taking a step back to view your customers’ interactions with your business as a whole, it becomes more and more difficult to meet expectations.
This is particularly true when you add brand marketing, which promotes and makes promises about your business you need to keep. It doesn’t matter how great your e-commerce site is if your frontline team is unhelpful, or your fulfilment partners don’t understand what you are trying to achieve. Any disparity between the promises and the experience will negatively impact customers’ perceptions of your brand.
The challenge is in developing the capabilities that enable you to create and operate a fully-connected-service experience. Read on!
What is a fully-connected-service experience?
A fully-connected-service experience should mean that:
A fully-connected service experience:
Great interactions are key. Your customers should not have to make the effort to compensate for your disjointed systems.
The benefits of achieving and operating a fully-connected service
What are the main challenges experienced when creating a fully-connected service?
Here at Engine Service Design, we understand the challenges and will work with you to help design and implement fully-connected services to serve your customers better, grow engagement and drive new business. We are ready to help you reimagine the future and unlock new value. Please Get in Touch if you need a trusted partner with whom to discuss your challenges: one of our service design experts will be delighted to help.
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