Today’s customer is at the center of every business transaction and keeping the customer engaged has never been more vital than it is in our digital world. To leverage the changing customer journey, every company needs to understand the journey as infinite engagement rather than a linear process. This session will present a model of the customer journey for the digital age and show how analytics, data and connected systems can drive the improved customer experience from engagement to insight.
SPEAKER NOTES
For over two decades, OpenText has been a core contributor to the most successful businesses in the world
At OpenText, we believe that customer experience-driven digital transformations require looking beyond the purchase, and beyond the surface.
Successful customer experience has to take into account the full lifecycle of your customer relationships, from awareness to evaluation to purchase, use, advocacy and recommendations to others.
But that’s not enough, if you’re delivering a great experience but a total mess internally, your success will be short-lived.
Map the customer’s activities to those of the organization as it attracts the customer, informs, teaches, and converts them so they will make a purchase. That needs to be followed up by operations, onboarding and ongoing support. Winning organizations also use engagement assets, such as loyalty programs to up-sell and cross-sell to the existing customer, thereby generating revenue at a lower costs of sales.
It is no longer sufficient to leave customer relations to the sales or support groups. Customer experience is now a mission-critical cross-functional activity that also involves finance, distribution, operations, services, and dedicated customer care groups, as well as the traditional sales, marketing, and support functions.
a recent tweet from Mark Hurst, the Founder and CEO of Creative Good:
“Did you know that your company has a team responsible for managing the customer experience? That team’s name is ‘the entire company’.”
Edit
Ideally silos between systems need to be broken down, but as a minimum they should be bridged by data sets that can be easily transferred. Such data sets should reflect the information to support the customer at any given point in their journey and grow incrementally in detail as the customer progresses through their series of interactions with the company. Ideally at no point should a customer have to provide information that they have already supplied earlier in the process. The platforms you use must promote a sufficient degree of interoperability to make this possible.
It’s all about removing the friction from the process.
The processes and systems you employ shouldn’t define the customer experience, they should support it.
And of course, none of it will truly work if you don’t put the right measurement in place, and ensure metrics like Net Promoter Scores, churn, likes, and revenue are part of an ecosystem rather than separate.
Experience Analytics -
From strategic marketing to customer service, organizations have exhaustive data about their customers, including transaction histories, mobile app usage data, contact center records and other sources. But finding the business value in that data can be difficult. The data often exists in silos, and liberating it is perceived as costly and resource-intensive.
With big data analytics technology, marketers can improve campaign messaging, targeting ROI and customer satisfaction.
Understanding customers: integrate and analyze multiple, disparate data sources to achieve a more complete, data-driven picture of customers to create new revenue streams and improve customer retention.
• Optimizing customer experience: give customers access to easily examine their account information and view all of their data – or just the data they want – via customer-facing applications on any device.
• Monitoring engagement effectiveness: Are customer success strategies working? Which initiatives are most effective? Easily track, analyze and gain visibility into which actions produce results.
Predictive Insights
From standard reports that show content usage and user behavior patterns to more advanced analytics and predictive intelligence, OpenText Experience Analytics offers insight into what customers did yesterday and what they might do today or into tomorrow
In closing, remember –
Customer experience is critical to your CEO. But it’s really hard to pull off. You have to think about more than the experience on the surface, and connect it to everything the organization does – from processes to departments to systems to metrics. If these aren’t working in concert, they are in conflict and undermining your success.
Only OpenText has the vision, portfolio, and experience to help you deliver a customer journey that is connected throughout the lifecycle and across your business.