A favorite song of mine is Design for Life by Manic Street Preachers. Its lyrics about knowledge, information and power I believe capture how Omnichannel Customer Experience is designed and delivered today.
The opening line of Design for Life, “Libraries gave us power” was inspired by the legend above the entrance to the former library in Pillgwenlly near Newport, South Wales, built with money donated by Scottish-American businessman and philanthropist Andrew Carnegie. Carnegie spent his last years as a philanthropist, devoting his life to funding works of public interest, and social and educational advancement. He believed that, “A library outranks any other one thing a community can do to benefit its people.” He funded 2,500 Carnegie libraries globally.
However today it is the Internet that has given the people power, and in particular customers’ power. The power to research widely, the power to compare products and services, the power to influence others and to be influenced, the power to complain publicly, and the power to use multiple channels to contact and be contacted by organizations.
Whether its recommendations on social media, shopping via mobile app, or web chat for customer service, the Internet as revolutionized interactions throughout the customer lifecycle.
By contrast many organizations have rapidly build out their customer engagement strategies, deploying new digital channels in silos, which have made their organizations far from being like a library – organized, structured, and efficient. Customers get lost self-service channels, their interaction can’t move freely and seamlessly between channels, and staff and systems are unable to access or apply customer context in order to deliver better customer experiences.
What’s needed is a ‘Design for Life’ approach. A customer experience designed for the lifecycle of the customer: at every touchpoint, in and across every channel, managing every transaction, and recognizing and understanding every interaction. A customer’s needs, in many cases, can be anticipated, their experience can be designed, and their journeys can be orchestrated.
Techniques developed through the discipline of service design, like customer journey mapping and stakeholder mapping can help organizations to design customer experiences that are repeatable, predictable, and predictive – across channels, across transactions, throughout the lifecycle. These are enabled by customer engagement environments built to interact on this high level of service delivery. A true omnichannel customer experience.
This requires providing assisted service in any customer contact channel – web, mobile. or traditional voice, using customer context for every interaction (in and across channels) throughout the customer lifecycle, and ensuring that the right resources are available, at the right time, with the right knowledge..
See more about designing customer experiences in our upcoming webinar, Visualize and Deliver Experiences that WOW your Customers! You will learn how to:
- Visualize customer journeys that are effortless, proactive and personalized.
- Design and orchestrate customer journeys
- Visualize and deliver experiences that WOW your customers!
The biggest challenge for contact centers today is to see these omnichannel customer interactions the same way customers do – as ONE conversation. Learn more by viewing our on demand webinar, Visualize and Deliver Experiences that WOW your Customers.