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Article
Omnichannel is the
Baseline for Next Generation
Customer Experiences
Transforming Passion into Excellence
Brian Solis
This article is available for download on Teleperformance´s website.
For more information about articles, cases, white papers go to: teleperformance.com
BrandCustomer Omnichannel
There are two sides to customer engagement and
relationships that need your attention. There’s the
experience customers have today of which they endure
because it’s their only choice. There’s also the journey
customers hack to work for them or worse, other
companies design a path that’s more familiar, intuitive
and meaningful because. Yet, either one of those two
experiences represent the fate of companies that choose
to invest in one or the other.
This is why investing in customer engagement and
experience is much more important than ever before.
There is and always will be a new generation of
customers. By their very nature, they bend and break
conformity to find ways to discover the things that
matter to them based on their intention and need in
real time and on any device. While you map customer
journeys, assess touch points and evaluate investment
opportunities in technology, resources and models,
customers are moving on, expecting new experiences
and no longer conforming to past standards.
Here’s the thing, customers don’t see departments,
they see one brand. Yet, even in an era of advanced
media and marketing technologies, strategists continue
to see customer journeys as Legos, where they remove
older blocks or simply add newer blocks to existing
foundations. People move on. They do so because
alternatives become more desirable than compromising
to everyday mediocrity.
This is the promise of omnichannel and the new order of
integrated customer experience.
Omnichannel offers the promise to unite disparate
efforts for an approach that was instead integrated,
consistent and complementary. To do so requires a new
vision and philosophy—not just technology, but to see
and think about new possibilities differently.
Omnichannel
is the Baseline for Next Generation Customer Experiences
Articles
2
Transforming Passion into Excellence
With every new technology and the new
opportunities they represent, businesses instead tend
to fall into the rigmarole of the familiar and mediocre.
Meaning, businesses bolt on new technologies
to existing processes to move things forward
incrementally. Instead, executives should challenge
convention to push and open their comfort zones
to learn and experiment with how their brand can
earn and sustain relevance with a new generation of
connected customers.
What no one seems to own but everyone says is that
the challenge of omnichannel customer experiences
is that it is still not owned or championed by any one
person and instead governed by the disparate teams.
By default, they
contribute to fractured customer experiences. Just
because brands check all the trendy tech boxes
doesn’t make an omnichannel strategy. Just because
brands are present in every relevant channel doesn’t
mean they’re integrated and consistent. Unless you’re
driving to serve customers during the buy side of
the funnel and equally, if not more so, the own side,
customers are open to new influences.
While we all talk about how we need to break
down silos or how the funnel is dead or how new
technologies represent change, we’re still doing what
we always have…even with new technology afoot
and new CX initiatives gaining gorund.
No matter how ambitious we get with new technology,
it doesn’t matter. Without aligning with a bigger mission
or vision with what we are trying to do – something
that is going to matter to people – we are just managing
businesses the way we always have. We are not moving
in any new direction.
When it comes to new technology, everything comes
down to scale. There’s just not enough budget, resources
or ROI to justify otherwise. At the same time, every
conversation about scale is still really about the funnel
and sending customers to and through it en masse.
Whether it’s customer services/support, advertising,
sales, marketing, ecommerce or direct and whether
it’s via email, web, social or mobile, each operate
independently against varying and perhaps even
conflicting standards and outcomes.
TheFunnelDoesn’tCareAboutCustomers;TheFunnelOnlyCaresAboutTheFunnel
3
3
Omnichannel
is the Baseline for Next Generation Customer Experiences
Articles
Transforming Passion into Excellence
CustomerExperienceis
theNewAdvocatefor
Omnichannel
Customers though demand something more and as
a result, customer experience is becoming the new
champion for omnichannel. In fact, I’d argue that
customer experience is fast becoming the “north star”
for executives. To move in any new direction takes
leadership. CMOs, CDOs, CIOs or the C Suite in general,
must now assume the role of trailblazer to innovate or
disrupt or even hack the future of marketing.
It’s time for leaders to embrace that marketing has
evolved beyond just trendy customer-centered
experiences to tackle the customer journey and
the overall experience. Customer engagement and
experience is no longer a series of departments
responsible for a multitude of channel activations
and conversions. It is now a way of business that is
responsible for a customer’s full funnel experience.
Customer experience is the sum of all engagements
a customer has with your brand in each touch point
throughout the customer lifecycle.
True omnichannel must become the new funnel and
the new foundation for integrated, meaningful, and
productive customer experiences.
This change starts with recognizing that channels are
just that…channels and not solutions in of themselves.
The magic and ultimately the competitive advantage
for any brand unfolds because omnichannel strategies
are designed not only to work together but also guide
the customer journey in ways that are intuitive and
device agnostic. New models are necessary of course.
But nothing can take shape without vision. And that
vision will drive innovation in marketing and customer
experience where brands and customers mutually
benefit.
Why?
4
Omnichannel
is the Baseline for Next Generation Customer Experiences
Articles
Transforming Passion into Excellence
AboutTeleperformance
Worldwide leader in Omnichannel Customer Experience
We are a People company with a people-centric strategy, interacting with people all over the
world. It’s all about People. They are part of who we are and what we do. We analyze their
behaviors. We understand their wants and needs. That’s why we deliver outstanding customer
experiences through integrated Omnichannel solutions to enhance customer experience results for
our clients.
Transforming Passion into Excellence
5Transforming Passion into Excellence
5
Brian Solis
Brian Solis is principal analyst at Altimeter Group, a Prophet company and the other of the new best-seller,
X: The Experience When Business Meets Design. Brian studies disruptive technology’s impact on business and
society. He publishes research and speaks globally on digital transformation, innovation and experience design.
You can follow him on Twitter @briansolis, Facebook, LinkedIn.
Transforming Passion into Excellence
For more information:
Follow us:
teleperformance.com
/teleperformanceglobal
/teleperformance
blog.teleperformance.com
@teleperformance
/company/teleperformance

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The Funnel Doesn’t Care About Customers; The Funnel Only Cares About The Funnel by Brian Solis and Teleperformance

  • 1. Article Omnichannel is the Baseline for Next Generation Customer Experiences Transforming Passion into Excellence Brian Solis This article is available for download on Teleperformance´s website. For more information about articles, cases, white papers go to: teleperformance.com
  • 2. BrandCustomer Omnichannel There are two sides to customer engagement and relationships that need your attention. There’s the experience customers have today of which they endure because it’s their only choice. There’s also the journey customers hack to work for them or worse, other companies design a path that’s more familiar, intuitive and meaningful because. Yet, either one of those two experiences represent the fate of companies that choose to invest in one or the other. This is why investing in customer engagement and experience is much more important than ever before. There is and always will be a new generation of customers. By their very nature, they bend and break conformity to find ways to discover the things that matter to them based on their intention and need in real time and on any device. While you map customer journeys, assess touch points and evaluate investment opportunities in technology, resources and models, customers are moving on, expecting new experiences and no longer conforming to past standards. Here’s the thing, customers don’t see departments, they see one brand. Yet, even in an era of advanced media and marketing technologies, strategists continue to see customer journeys as Legos, where they remove older blocks or simply add newer blocks to existing foundations. People move on. They do so because alternatives become more desirable than compromising to everyday mediocrity. This is the promise of omnichannel and the new order of integrated customer experience. Omnichannel offers the promise to unite disparate efforts for an approach that was instead integrated, consistent and complementary. To do so requires a new vision and philosophy—not just technology, but to see and think about new possibilities differently. Omnichannel is the Baseline for Next Generation Customer Experiences Articles 2 Transforming Passion into Excellence
  • 3. With every new technology and the new opportunities they represent, businesses instead tend to fall into the rigmarole of the familiar and mediocre. Meaning, businesses bolt on new technologies to existing processes to move things forward incrementally. Instead, executives should challenge convention to push and open their comfort zones to learn and experiment with how their brand can earn and sustain relevance with a new generation of connected customers. What no one seems to own but everyone says is that the challenge of omnichannel customer experiences is that it is still not owned or championed by any one person and instead governed by the disparate teams. By default, they contribute to fractured customer experiences. Just because brands check all the trendy tech boxes doesn’t make an omnichannel strategy. Just because brands are present in every relevant channel doesn’t mean they’re integrated and consistent. Unless you’re driving to serve customers during the buy side of the funnel and equally, if not more so, the own side, customers are open to new influences. While we all talk about how we need to break down silos or how the funnel is dead or how new technologies represent change, we’re still doing what we always have…even with new technology afoot and new CX initiatives gaining gorund. No matter how ambitious we get with new technology, it doesn’t matter. Without aligning with a bigger mission or vision with what we are trying to do – something that is going to matter to people – we are just managing businesses the way we always have. We are not moving in any new direction. When it comes to new technology, everything comes down to scale. There’s just not enough budget, resources or ROI to justify otherwise. At the same time, every conversation about scale is still really about the funnel and sending customers to and through it en masse. Whether it’s customer services/support, advertising, sales, marketing, ecommerce or direct and whether it’s via email, web, social or mobile, each operate independently against varying and perhaps even conflicting standards and outcomes. TheFunnelDoesn’tCareAboutCustomers;TheFunnelOnlyCaresAboutTheFunnel 3 3 Omnichannel is the Baseline for Next Generation Customer Experiences Articles Transforming Passion into Excellence
  • 4. CustomerExperienceis theNewAdvocatefor Omnichannel Customers though demand something more and as a result, customer experience is becoming the new champion for omnichannel. In fact, I’d argue that customer experience is fast becoming the “north star” for executives. To move in any new direction takes leadership. CMOs, CDOs, CIOs or the C Suite in general, must now assume the role of trailblazer to innovate or disrupt or even hack the future of marketing. It’s time for leaders to embrace that marketing has evolved beyond just trendy customer-centered experiences to tackle the customer journey and the overall experience. Customer engagement and experience is no longer a series of departments responsible for a multitude of channel activations and conversions. It is now a way of business that is responsible for a customer’s full funnel experience. Customer experience is the sum of all engagements a customer has with your brand in each touch point throughout the customer lifecycle. True omnichannel must become the new funnel and the new foundation for integrated, meaningful, and productive customer experiences. This change starts with recognizing that channels are just that…channels and not solutions in of themselves. The magic and ultimately the competitive advantage for any brand unfolds because omnichannel strategies are designed not only to work together but also guide the customer journey in ways that are intuitive and device agnostic. New models are necessary of course. But nothing can take shape without vision. And that vision will drive innovation in marketing and customer experience where brands and customers mutually benefit. Why? 4 Omnichannel is the Baseline for Next Generation Customer Experiences Articles Transforming Passion into Excellence
  • 5. AboutTeleperformance Worldwide leader in Omnichannel Customer Experience We are a People company with a people-centric strategy, interacting with people all over the world. It’s all about People. They are part of who we are and what we do. We analyze their behaviors. We understand their wants and needs. That’s why we deliver outstanding customer experiences through integrated Omnichannel solutions to enhance customer experience results for our clients. Transforming Passion into Excellence 5Transforming Passion into Excellence 5 Brian Solis Brian Solis is principal analyst at Altimeter Group, a Prophet company and the other of the new best-seller, X: The Experience When Business Meets Design. Brian studies disruptive technology’s impact on business and society. He publishes research and speaks globally on digital transformation, innovation and experience design. You can follow him on Twitter @briansolis, Facebook, LinkedIn.
  • 6. Transforming Passion into Excellence For more information: Follow us: teleperformance.com /teleperformanceglobal /teleperformance blog.teleperformance.com @teleperformance /company/teleperformance