by Dave Murashige
There is so much more to customer experience than the right technology.
This might sound counterintuitive, coming from a VP at a customer experience-focused consulting firm that often provides technology solutions, but let me explain: the right technology can absolutely help you revitalize the experience you offer to your customers, but only if you fine tune the implementation based on actual customer expectations.
To achieve true customer experience excellence, your business will need a holistic approach. It’s important to get all the departments within your organization working together toward a common goal. As you consider your customer’s journey, make sure you account for every single touchpoint that they have with your brand, and ensure that you are addressing broad issues, not isolated pain points. With a fully integrated end-to-end strategy, complete with successful cross-functional communication and collaboration, you’ll be able to provide a frictionless experience to your customers.
Combining the Right Building Blocks with a Winning Implementation
Truly transformative experiences happen at the nexus of design and orchestration. Customer experience design is about making sure that every interaction between your customer and your business is planned, optimized and aligned with your business objectives. Customer experience orchestration focuses on bringing that vision to life, using the tools that best equip you to serve your customer base.
I like to think of it as similar to the process of building a house. To make your perfect home a reality, you will need an architect, and also a builder. The architect makes a plan for how to bring the house into being, and the builder carries out this plan. Attempting to complete the project with only one of these people would be catastrophic. With an architect alone, you might get a fantastic blueprint for your dream house, but it may never become a reality. With just a builder, you may have all of the materials that you need, but without a plan for how to use them, you’ll never get the result that you want.
Your business, and your customer experience, is the same. You need an architect, and also a builder. The harmonious marriage of design and orchestration is what will enable you to reach new heights with your customer experience digital transformation.
Are You Doing Enough?
If you are still not sure whether creating a customer experience transformation roadmap is right for you and your organization, consider these questions:
- What processes do you have in place for measuring client satisfaction?
- Are you checking in with key customers on a regular basis?
- Do you have a fully developed Voice of the Customer program?
- Are you retaining customers?
- How will unhappy customers impact your business?
It can be hard to assess whether your customers are content with their current experience, and if you don’t stay on top of their needs, your competitors could swoop in to take your market share. Don’t wait until there’s an issue to focus on improving your customer experience; you could end up stuck in reactionary mode instead of developing a full proactive business strategy. Instead, focus on ongoing, consistent, end-to-end customer experience improvement.
Where the Magic Happens
Customer experience transformation happens when everyone in the organization is onboard, working towards the same common goal. Your whole team should be working together seamlessly as you consider why and how to lead a customer experience transformation. That means sharing knowledge between departments to make sure that your entire business is equipped to offer a seamless experience to every single customer.
Remember, considering both design and orchestration will be key to success. If you focus solely on customer experience design, you could act without a solid plan. If you concern yourself with orchestration alone, you will have a plan but no means to follow through. In order to truly future-proof your business, you’ll need planning and operations teams working together.
First, plan your customer experience transformation design:
- Agree upon a solid, organization-wide vision
- Compile valuable research
- Combine intelligence and insight into your customers
Once this is complete, you’re ready to orchestrate:
- Implement the right solutions and platforms
- Monitor customer engagement
- Continue to develop and innovate
At Avtex, we focus on helping businesses make their interactions with their customers more memorable, frictionless, and personal. Let us help you to design and orchestrate a customer experience transformation that will take your brand to the next level.