Customers change, technology changes, but do business processes change in response? They must if organizations want to remain competitive. Customers now expect expansive service experiences; organizations that fail to deliver them will lose customers and revenue. This elevates the importance and profile of customer experience (CX) initiatives. But many efforts fail to move the needle because they don’t tackle the real causes of poor experiences.
The most important shift in the way customers relate to organizations is the transition to digital engagement. People want the power to control as much of the conversation as possible. That could be via a mobile app, a user community, a messaging channel or a conversational chatbot. And because digital contact is trackable and continuous, customers want to hop from one mode to another with continuity across touchpoints.
