Mark de Groot, Digital CX Evangelist at Oracle
Today’s digitally savvy customers engage and transact with businesses in many ways – direct, in-store, through contact centres, online, on mobile devices and via social media. When they set out to accomplish a task over time, they expect a seamless hand-off among devices and channels. To satisfy these increasingly demanding and fickle customers, the entire journey needs to be consistent, contextualized and connected.
The reality is often very different. You’ve probably experienced it first-hand as a consumer. You may have to visit a website, use chat, tweet a complaint and then finally ring the company’s call center to get a problem resolved. Whether it’s your bank account, broadband or energy bill – you’re forced to repeat the whole tale of woe to each agent because there’s no record of your previous interactions. Or perhaps you’ve added products to a virtual shopping basket using your smart phone, only to discover that, when you try to check out on your laptop at home the following day, your basket is mysteriously empty.
As the bar of customer expectation for all industries is consistently raised by technology titans like Amazon and Ocado, omnichannel is less about how and where your customers choose to engage but more about your level of customer-centricity when they do.
The practical challenge for everyone else, however, is to integrate all their digital and traditional channels to orchestrate a friction-less experience. If your IT landscape reflects your organizational structure, it’s likely that your data is trapped in siloed systems across marketing, sales, commerce and service. When nobody can agree on who owns the customer, each group focuses on their own channels. In other words, when the back-end is siloed, and the front-end isn’t much different, these departmental disconnects create bad customer experiences.
Integrate the Application and Data Layers
You need to evolve from a legacy, vertically-siloed approach to a horizontal, platform-based approach with full integration of the applications that span the customer lifecycle. This starts with a strong user experience (UX) Layer to provide a continuous and consistent experience no matter where, when or how your customers interact with your business. A data connection layer acts then as a bridge between the front-end and your core infrastructure and applications, enabling you to unify, sync and augment data throughout the customer journey, from awareness to purchase, to after-sales support.
Once you’ve addressed the foundations, you can begin to automate the delivery of personalized recommendations, smart promotions or contextual content using adaptive, intelligent technologies such as AI and chatbots.
The pursuit of omnichannel capability demands business process Transformation, IT process transformation and technology transformation. But you don’t have to go it alone. Working with Oracle, you get the benefit of the cumulative learnings and best practices from the thousands of transformations we’ve supported over the years. And because our CX suite is made up of multiple, integrated solutions, you can start small by focusing on a priority area to deliver quick wins and the ROI that will power future CX initiatives.
You'll be able to transform customer relationships once they expect a consistent experience based on the feeling that you understand, remember and value them.
Find out why it is key to offer a fast, smooth end-to-end journey to your customers by clicking here.