At this point in your company’s mobile journey you have probably created several mobile apps—but how well integrated are these apps with users’ complete interactions with your business?
In the Twitter exchange below an airline passenger looking for options in the face of a significant flight delay reaches out via mobile/social to customer service for help. Unfortunately, the airline’s response indicates a real disconnect between customer service channels, resulting in exacerbating their customer’s frustration.
- Workflow Fragmentation. Failure to identify and understand customer engagement workflows and then effectively connect them across channels.
- Channel Transition Are Poor. Users’ experiences are choppy—or are flat-out dropped—as interactions transition from one channel to another, especially from digital to physical.
- Personalized vs. Individualized Interactions. In the example above, the customer service agent can identify (personalization - “I know who you are”) the customer but is unable to take individualized action to help. For example, “I know who you are, how long you will be delayed and can offer you an accommodations and a plan for how we’ll get you home safely.”
- Varying Levels of Channel Maturity. For example, while customer service systems and web-based apps are 20+ years’ old, mobile and social channels may be only a few years old and only a few steps beyond initial release capabilities. Consequently, interactivity capabilities for each channel may vary widely—not to mention that data-sharing between channels is likely poor.
- Organizational Culture. In many companies various aspects of a customer journey are owned by several internal groups. These groups often develop capabilities and work in siloed delivery models rather than collaborative cooperation.
- Technology. Technology is an enabler and a barrier—especially when key legacy systems require upgrades that can take more than year. This puts all dependent systems—and customer experience quality—in a holding pattern until an upgrade or new implementation finishes.
The Connected Experience 2.0 is based on reaching four key objectives:
- Understanding Complete Customer Interactions
- Seamless Movement between Channels
- Analytics and Actionable Insights
Furthermore, as it is unlikely (or even undesirable) that all channels will reach functional parity, it is imperative to be up front and transparent with the customer when a channel transition must take place. For example, if a customer must go into a retail location to complete a step of a workflow—say, completing a car buying experience—make sure this fact is communicated clearly and in advance.
Analytics and Actionable Insights
A couple data points:
- Digital leaders are 2.5x more likely to harness real-time data and analytics to deliver tailored Connected Experience 2.0-level customer engagements.
- They’re also 2.5x more likely to use data insights to prescribe business actions to limit customer turnover.
How can individualization better engage customers? Again, the distinction we’re drawing between personalization and individualization is that the former is identification and the latter is much more prescriptive. To contrast:
- Personalization: “Hi Bob, welcome back!”
- Individualization: “Hi Bob, we’ve been monitoring your accounts and customers like you have done XYZ and increased their yields by an average of 20%. Would you like to discuss?”
Technology Support for Connected Experience 2.0 Strategy
- Embrace the reality of constant change by treating technology work as product development, not projects, with a roadmap and lifecycle plan.
- Implementation of agile delivery models that bring speed, flexibility, quality—enable the business to keep up with dynamic customer demands.
- Automation of time-consuming or error-prone manual activities such as Quality Assurance and DevOps.
- Embrace advanced user experience prototyping technology to more quickly find the right customer engagement.
- Data analytics: Capture engagement data from all channels and then stitch together to get a complete, quantifiable view of customers’ journeys.
- Enable data to flow through to all channels via APIs that are properly tuned for all constituent systems, from desktop to mobile.