What’s getting in the way of making your customer experience more consistent?
This isn’t a new topic;
but it still isn’t happening.
Companies are grappling with issues arising from disconnected customer experiences as they add more technology solutions and channels for customer engagement without the organisational foundations to support this. Call it omni-channel, multi-channel or whatever – given customers are channel agnostic, it’s just a seamless or consistent experience for customers at the end of the day.
There are many historical and legacy reasons why organisations are like this. And it is true, that the brands that have grown up in this technology and data rich era tend to be more geared up for channel consistency, but that doesn’t mean they still don’t have some of the same organisational issues too.
We see all sorts of things happening that almost prevent the customer experience happening rather than facilitate it – the main symptoms are:
Lack of a clear cross channel experience strategy and of the roles, skills, behaviours, processes required
Absence of an influential customer champion at the top
Unclear ownership of the customer from end to end
Silo’s that don’t share or talk to each other and yet engage with the same customer
Departments who don’t deal directly with the customer not being involved or motivated around the customer
HR and people strategies not aligned to the customer
Disregard for the employee experience
Company-wide metrics and kpi’s not supporting the quality of the customer experience that’s delivered
No common, accurate and consistent information view of the customer
Channels that have become ‘bolt-on’s which don’t work together or support the experience vision
Is anyone doing it well? We’ve all heard the examples of Disney, Starbucks, Virgin but there still aren’t many cases of organisations seamlessly working together to deliver a blended experience.
Customers can’t pick up where they left off with conversations as they switch from mobile to in-store to on-line, or get recognised and not have to repeat themselves irrespective of the touch point, or have issues resolved first time without the need to re-contact, or get the same answers and story as they brave the technological divides of their journey, or have promises made by one channel that are kept to the word by the next. Too often customers fall through the net as they move through their experience with a brand. Far too often the effort and onus is on the customer to engage as there aren’t handovers in place where organisations take ownership for the customer.
Amanda Forshew - Customer Alignment
Customer Alignment specialises in assessing a brand’s customer experience ‘reality’ and helps them move towards a more joined up approach where the organisation is aligned around the customer as well as its own aspirations and capability.