Frictionless, integrated omnichannel is the baseline for next generation customer experiences. 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.
Leading digital analyst and futurist Brian Solis and Teleperformance share how to unite disparate efforts for an approach that's integrated, consistent and complementary.
The Funnel Doesn’t Care About Customers; The Funnel Only Cares About The Funnel by Brian Solis and Teleperformance
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.