wowCustomer experience is hot. Everyday experiences with the companies we do business with defines our perspective of the company brand. It influences what we buy, from whom we buy it and if we tell others about that wonderful, or not so wonderful, company with which we just interacted.

The challenge with customer experience is that it covers many different parts of the organization. From marketing, to sales to service, consumers interact with your organization on many levels. A promise made by marketing can easily be broken in the service department. To the consumer, by whom or why the brand promise was not delivered is irrelevant. To your customers, your brand just failed. Period.

During a recent webinar called Visualize and Deliver Experiences that WOW your Customers, Brendan Dykes and I polled attendees on the state of their efforts to map out the customer experience. It was interesting to see that almost half (48.3%) are defining their CX strategy right now. Here are overall responses to the poll question:


During the CRM era, organizations built information systems to keep track of millions of records of customer data. All this data is great for marketing and sales analysis, of course. Yet what is needed is a system to manage the process of actively engaging with customers in real time over a variety of touchpoints. To learn more about the dividends of journey mapping, take a look at our Journey Mapping eBook.

During that same webinar, we outlined how to begin mapping out the customer journey and explained the need for a ‘system of engagement’.

Think of the system of engagement as your contact center application on steroids. It is connected to all of your people and all your systems, across all your business processes, to deliver a personalized customer experience based on customer context. Each interaction is prioritized and enriched with data to make the right routing decision, and employees are empowered with insights from full visibility into each customer’s journey.


The system of engagement gives you information to shape better customer experiences in real time. With this approach, you can make intelligent and contextual decisions when customers contact you (or when you should contact a customer) through all customer touchpoints. The touchpoints vary from the web, the branch, your contact center and mobile applications, for example.

Only through an integrated Customer Experience Platform where your ‘system of record’ works hand in hand with your ‘system of engagement’ can you optimize your customer experience delivery.

Journey Mapping eBookLearn more about the tools available to map the customer journey and deliver on your business objectives and what requirements you should look at for the realisation of your system of engagement. Watch the webinar available anytime on demand, Visualize and Deliver Experiences that WOW your Customers and view our Journey Mapping eBook.

Stefan Captijn

Stefan Captijn

Stefan is Senior Director Strategic Marketing at Genesys. Stefan joined Genesys in April 2000, lives in the Amsterdam area with his wife and two children. In his free time, Stefan enjoys building loudspeakers, cycling and running.