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Customers do not think in terms of channels
They expect a connected customer journey
You may have heard frustrated customers ask:
- Why do I have to remember my booking or confirmation number?
- Why don’t you already know what the last agent told me?
- Why can I do some transactions online, but not others?
- Why do I have to give you the same information I just entered into the IVR?
- Why can’t you help me (in this channel)?
Customers become frustrated when there isn’t a seamless handoff from one channel to the next or when they feel like they are being forced to change channels. A disconnected journey leaves the customer with a fractured and frustrating experience.
Organisations who can provide customers with a connected journey will be rewarded with greater customer satisfaction and loyalty, reduced costs in handling enquiries, improved brand reputation, increases in referrals and improved sales margins.
CXFocus interviewed a range of CX leaders from a variety of industries on the need to create connected customer journeys.
