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User Journey for the Digital Customer Experience


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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.

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User Journey for the Digital Customer Experience

  1. 1. USER JOURNEYS FOR THE DIGITAL CUSTOMER EXPERIENCE Copyright © 2014 HCL Technologies Limited | Create Customer Delight through Digitalization
  2. 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. 2 Copyright © 2014 HCL Technologies Limited |
  3. 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 3 Copyright © 2014 HCL Technologies Limited |
  4. 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 4 Copyright © 2014 HCL Technologies Limited |
  5. 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 5 Copyright © 2014 HCL Technologies Limited |
  6. 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 CLICK HERE TO KNOW MORE 6 Copyright © 2014 HCL Technologies Limited |