Integrating Digital Touchpoints into the Overall Customer Experience

Rob Daleman
Posted by Rob Daleman VP, Corporate Marketing Thursday, September 20, 2018 - 20:03

Rob brings over 18 years of industry experience in technology marketing – both direct and channel, to his position at Quadient. Previously, Rob led Marketing at Avaya Canada, go to market for medium businesses at Dell Canada and brings marketing, finance, manufacturing and logistics experience from his time at Maple Leaf Foods. An avid composer and musician, Rob continues to combine digital and social media to drive awareness and consideration in the B2B marketplace. Rob holds an MBA from the Schulich School of Business.

Customer Experience Update
integration-omnichannel

During this week’s Inspire Days user conference in Boston, Bjorn Hildahl, Head of DXP Business Unit for Quadient presented on an increasingly important topic:  What is Digital Experience?

Bjorn defined digital as the change from an Enterprise determining how they interact with their customer to a model of the customer determining how they interact with the Enterprise.

It is all about interactive data and more specifically about:

  • Delivering the right data
  • In the right format
  • To the right person
  • At the right time

As companies rush to understand and adopt digital channels, it is generating complexity, confusion, and a growing disconnect in most customer journeys today.  As organizations bring on new channels of communications for their customers – including social channels, chatbots, mobile apps, mobile sites, websites, smart device apps and more – they often struggle to bridge the communications from these channels into the back-end processes used to actually fulfill on customer requests.

The reason is that back-end processes are primarily based on traditional channels and may not have been considered as important integration points when new digital projects were being planned and conceived.  This is true even in the industries that are most advanced in bringing forward digital experience.  In the retail industry, for example, only 25% of survey respondents indicated that they are delivering a seamless and consistent experience across sales channels.

 

retailers-haven't-implemented-omnichannel

 

Regulations and compliance cause a bigger divide

This disconnect between digital channels and traditional channels is even larger in industries where regulations and compliance mandates are more challenging.  As an example, the lack of integration is strikingly evident in digital banking in the United States, where 68% of digital banking users have been frustrated with their digital experience. 

frustrations with digital banking

 

If not digital, what are customers looking for?

What is it that customers are looking for when it comes to integrating digital into the overall experience?  The most important elements are ensuring that issues are resolved in a single interaction and that customers receive a speedy and timely response.  However, only 17% of customers expected that their issue would be resolved in-channel, without being deflected to a traditional service channel.  This seems to indicate that customers are more concerned that they receive timely, efficient service than being able to resolve their issue in one unique channel.

most important aspects of good customer experience

 

The importance of frictionless service

How does this play out across the customer expectations that US digital shoppers have for brands?  The most important element here is a consistent level of service across physical and digital channels and a frictionless flow of information between these channels.

 

expectations of major brands

 

Making the case hybrid experiences

These findings are very much in line with those of Forrester Research.  In their 2018 report entitled “Customers Prefer Hybrid Digital/Physical Experiences”, the team at Forrester found that hybrid communications that harnessed the power of both digital and traditional channels delivered the highest positive emotions for customers for virtually every sex, age and income group.  

“Hybrid CX now has, on average, a two-point lead over purely digital and purely physical CX. Even a single point in CX improvement can yield hundreds of millions of dollars in revenue growth. Between 2016 and 2017, the quality of hybrid CX rose in nine of the 21 industries we studied. As a result, hybrid now leads in 12 industries and ties for the lead in nine more. Hybrid also leads in virtually every sex, age, and income group.”

- Forrester, "Customers Prefer Hybrid Digital / Physical Experiences, 2018"

How does customer communications management help?

Modern CCM solutions are designed to turn communications design and delivery into a process – allowing your organization to leverage your CCM to standardize and personalize communications for delivery across any channels.

Since digital requires much more than just document output and sharing in digital-ready formats – it requires that two-way communications with customers to be integrated into back end processes, allowing the free exchange of information across channels – CCM solutions such as Quadient Inspire are becoming an important layer in the systems that large enterprises are using to govern overall CX, allowing processes to incorporate new digital channels, approved and compliant communications templates and language, as well as data from across the enterprise (including core systems).  

Whether the process supports signing up for new services, making a claim or reviewing an interactive statement – it is clear that what customers want today is an integrated experience that allows them to easily and productively interact with companies to consume their products and services more efficiently.

Processes and systems that support hybrid experiences are the key to capturing the attention of customers.  Find out more by downloading the latest Forrester report here.
 

Regards,

Rob D.