How Customer Experience and Customer Communications Relate

Tuesday, Jun 28th 2022
Group of working professionals, customers smiling, shaking hands, good experience

Quadient sees customer experience and customer communications as tightly linked to one another as enterprises are spending millions to improve customer experience by finding better ways to engage and communicate with customers. This trend accelerates in a context where Fintechs and other Insurtechs are start to make an impact and become a real threat on existing FSI's. It drives customers demand for more convenient ways to interact with enterprises. Customer experience has become the new battleground to acquire and retain customers. It results in enterprises assigning senior executives and teams to drive and manage customer experience improvement programmes.

Quadient proposes solutions to map and improve customer experience and customer communications. The first step is to map the customer journey through all customer interactions within the enterprise. Quadient's Customer Journey Mapping (CJM) solution helps CMOs, CXOs and their teams to design, monitor and improve customer experience for all key business process touch points. Analytic features and dashboards help them to make quick decisions. Its social features enable CJM users to facilitate internal communication amongst stakeholders in charge of customer experience and customer communications. It tightly integrates with Quadient customer communication management (CCM) solutions connecting people in charge of the overall customer experience to IT users who implement customer communications.

Quadient helps enterprises step up their customer communication game, enabling new channels and touch points such as mobile applications, wearables, messaging applications (e.g. WeChat, Line or Facebook Messenger), websites, as well as more traditional channels like email, SMS or print. IT users easily configure, design and publish mobile applications, mobile content in existing applications or web pages in websites with a Quadient designer. They can centralise and manage 1000s of templates used to interact with customers on all channels.

Omnichannel coverage is pivotal for enterprises approaching customer communication transformation. Enterprises must manage technology fragmentation adapting customer communication to hundreds of devices and channels. With true omnichannel support, Quadient Inspire helps IT users to implement and to control the overall customer experience across all channels. It keeps customer experience consistent and persistent in time enabling customers to navigate seamlessly through communication channels. Line of business users are made responsible for keeping communications on messages and brand speeding time to market and releasing pressure on IT teams.

A survey carried out by Quadient demonstrates that Tier 1 enterprises have between 150 and 250 IT resources on average. These resources are assigned to manage customer communication extracting & transforming data, managing resources, creating customer facing assets (print, documents, emails, SMS, web, mobile apps) as well as internally facing applications. This people are often working in 3 main siloes:

  • Document composition (output management)
  • Website and mobile web 
  • Mobile applications

Although enterprises tend to split teams sometimes creating shadow IT teams, Quadient proposes to unify customer communication management under one single umbrella to deliver a consistent customer experience across all channels. Quadient clients report through TechValidate up to a 50% efficiency gain in centralising omnichannel communication.  As an example, Bank of Montreal (BMO) won the Celent Model Bank Award. Key achievements include:

  • BMO customers can now open an account on their smartphones in under 8 minutes.
  • Increased efficiency by 40% with an 80% improvement across the audit function.
  • Elimination of all paper forms – 2.8MM sheets of paper.
  • Digital adoption across 940 retail branches in Canada.
  • Reduction of paper will save BMO $132 million CAD/year.

Read the full case study here BMO: Digital Transformation in Personal Banking