Customer experience (CX) is the key differentiator in business today. Yet superior CX is not just what appears on the surface or when in direct contact with the customer. Have you ever seen a duck calmly sitting on top of the water, moving slowly along? The reality is that when viewed below the surface, it’s furiously paddling underneath. A duck on the water is what CX is all about. It should appear as a calm and seamless journey despite all the effort that goes on in the background, sight unseen. However, creating wave-less customer journeys takes considerable effort to smooth out the mechanics underneath.
Digging deeper into a CX journey reveals something less obvious but such a part of the equation that it needs to be addressed. The key components in delivering superior CX start with expanding and improving how customers connect with a business, including the addition of digital channels and creating a seamless omnichannel experience. However, improving the overall experience is equally dependent upon what happens in the contact center, behind the scenes, in the back office, to the field, and across and beyond the organization.
The first step entails unveiling the process complexity that can cause hiccups along the way. This encompasses everything from the start of the customer engagement to the resolution of each interaction, whether a one-time occurrence or across an ongoing relationship. The next step is using modern process automation tools to eliminate bottlenecks, speed up service delivery, and gain business insights for further improvements, creating a truly seamless, duck on the water omnichannel engagement.
The great news is that these tools are readily available and are being used to automate the mundane, improve accuracy and performance, consolidate and update data, help maintain compliance, and simplify workloads.
The next step is using modern process automation tools to eliminate bottlenecks, speed up service delivery, and gain business insights for further improvements, creating a truly seamless, duck on the water omnichannel engagement.
This article is posted at frost.com
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