Recently, the Harvard Business Review published a blog post called Don’t Let Data Paralysis Stand Between You and Your Customers. According to this article HBR reminds us how in the last couple years, multi-channel customer interactions have literally revolutionized the way consumers handle tasks. According to the blog, “Back when there were a handful of channels, interactions between customers and brands were relatively simple. Today, by contrast, more than half of all customers move through three or more channels to complete a single task” and this “makes divining insights into customer behaviors a serious challenge.”
This indeed raises an important question: How do you allow your customers to move through any channel, while preserving full journey context so that you can take advantage of insights to deliver a great customer experience (CX)?
Here’s what to look for when designing a great cross-channel experience, along with the key capabilities your CX platform should have:
1. Supporting all channels: A cross-channel customer experience should encompass the entire spectrum of channels. In turn, your solution should be able to handle the channels you are currently offering but also be ready for any additional channels that you may want to add in the future.
2. Allowing customers to choose their preferred channel: Your solution shouldn’t constrain your customer to a specific channel at any given point of their journey. Customers should be able to stop and go on the channel of their choice.
3. Ensuring complete consistency across channels: This is probably one of the biggest differences between “multi-channel” and “cross-channel.” In an actual cross-channel environment, channels contribute to a single and optimal experience. They complement each other within consistent journeys.
4. Preserving full journey context from channel to channel: Context preservation is the foundation for journey-appropriate experiences, continuous improvement in customer perception, and insights into customer behaviors that can optimize the customer journey.
So, what does it mean for customers?
By supporting all channels at any time and ensuring full consistency across channels, it reduces the amount of effort—both real and perceived—that the customer has to put forth during the journey.
By allowing customers to choose their preferred channel and providing full context, you can tailor conversations to the customer’s preferred style of communication. The customer feels recognized and understood.
By preserving full journey context, a great cross-channel experience allows your organization to fully understand your customers’ behavior and offer optimal journeys using a single multi-channel platform.
To learn more about Genesys and how we enable a great CX across all channels, check out Conversation Manager.
Thanks for reading!