In today’s fast evolving digital culture, the fundamental understanding of customer management is changing. As customers look for a simplified digital experience from companies, organizations are coming up with various new business models that claim to deliver a seamless customer experience. This changing customer ecosystem had undergone a series of transformation:
- Era of automation, where customer management was limited to standardizing customer interactions and automating front-office processes targeting specific customer segments
- Era of optimization, where customer delight was a prominent interaction strategy that resulted in organizations investing in multi-channel customer operations and loyalty programs
- Era of transformation where customer satisfaction gave way to customer engagement
Today, a customer looks for long-term profitable relationships, one that offers them a number of touch points and aids in better decision making. On the other hand, companies look to orchestrate customized interactions at every stage so that these customers can experience, engage and contribute to the critical business decision at any stage of the value chain. In this whitepaper, the authors suggest a modern engagement model which helps in improving customer engagements by integrating customer knowledge across business as well as helps companies to better understand their customers’ behavior, and more importantly their pain points. It also blends the best attributes of physical and digital channels to deliver modern and holistic engagements; orchestrate simple, consistent and engaging customer journeys throughout the lifecycle.
While operating in an extremely complex ecosystems where a minute change may trigger a cascade of changes elsewhere, it becomes important that companies must assess the maturity of their current customer engagement model and articulate their business goals while mapping the customer journey at every stage. They must ensure that the right choices are made throughout the customer life cycle to maximize the value from customer engagements. A common customer-centric purpose in an organization will me it better prepared and structurally ready to take on complex engagement challenges.