Digitalization has impacted the user journeys which were relatively linear until now. With the amount of digitalization adoption through mobility social and analytics and cloud, companies have managed to alter not only the buying patterns for the customers, but also the user journeys. User journeys have been impacted in 4 ways. One, the customer service has moved beyond the company. Customers access resources present online to troubleshoot their problems. Peer to Peer service networks are accelerating the customer service moving beyond the company. Customers today are able to pay for what they use by selecting specific services enabled by companies. Companies are also able to target customer segments better with information about their wants.

1. USER JOURNEYS FOR THE
DIGITAL CUSTOMER
EXPERIENCE
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Create Customer Delight through
Digitalization

2. How User Journeys have changed across various touch points for Customers
Digital Customer Care is resulting in faster solutions for the customer leading to Customer Delight
Identifying the Instantaneous needs of the customers with ‘wants focused’ management
Collaboration is resulting in assimilation of information and device interoperability
Self Service is allowing customers to better customize, save costs and have increased CSAT.
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3. CUSTOMER CARE HAS MOVED BEYOND THE COMPANY TO AROUND THE CUSTOMER
Company
Rich
Community
of Customers
Service online
on Customer
Forums
Peer to Peer
Service
Social
Media
Traditional User
Journey
E- Care User Journey
Compan
y
72%of customers expect
complaints on twitter to be answered
in an hour
50-60% of US telecom users
said that they would prefer to have
transactions handled by e-Care
Digital Communication reduces the call
center costs by 50%
19% higher than that of
traditionalists for end to end digital
channels
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4. FROM MARKETING OF MANY TO THE MARKETING OF ONE
Campaign
Customer Products
Listening Office
Single Data view Analytics
Quicker time to market,
First mover advantage
Increased reach of
campaign leading to more awareness and
consumption
Reducedmarketing operation
expense
Measure channel wise campaign
effectiveness
Digital User Journey
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5. COMMUNICATION IS BEING TRANSFORMED THROUGH COLLABORATION TO SAVE
COSTS AND INCREASE PRODUCTIVITY
Lack of Integration
The majority of IT buyers have a
plan to adopt UC.
Enterprise plans for mobile UC
applications support is high, with
only 3% saying they have no interest.
IT enterprise architects, 60%are
defining the technical and service
requirement for Collaboration
Traditional User Journey
Digital User Journey
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6. CHANGE IN CONSUMPTION OF SERVICES BY THE CUSTOMER IS ENABLED BY
DIGITALIZATION
Traditional User Journey
Digital User Journey
Mobile App
Web Portal
Self Service
80% of Inquiries can be solved by the
customer themselves saving time and money
for the company.
Cost optimization and superior
customization offered to the customer
Customer satisfaction and
retention with Pay as you go Model
ARPUincrease seen in Self Service
According to a US wireless provider 70%
or more customer questions can be resolved
via self service
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