How Customer Experience (Cx) can be Dramatically Enhanced  by Deploying Digital Channels and Digital ResourcesMost professionals operating in the Customer Experience (Cx) space are typically faced with these four primary challenges:

  • Improve, enhance and optimize the entire Customer Experience
  • Reduce or mitigate business, brand, product and reputational risk
  • Improve business, commercial and financial performance

That said, contemporary digital technologies and associated resources, when astutely developed and deployed, can rapidly bring about significant Cx improvements and deliver business benefits in all four of these challenging domains.


Improve, enhance and optimize the Customer Experience

Given that today’s customer is infinitely more demanding, less tolerant, more informed and predominantly mobile, it’s incumbent upon successful organizations to deliver exemplary service, provide information and knowledge and to fulfill all manner of requests, actions, interactions and customer-demanded outcomes. In addition, these activities must not only promote and nurture high levels of customer loyalty; they must concurrently drive ever-increasing customer spending and contribute towards building credible, long-term, predictable revenue models to appease the needs of the boardroom.

Reduce and Mitigate Risks associated with Organizational, Brand, Product, Service or Reputation

All manner of flaws in the service delivery chain, not to mention failures or aberrations inherent in the actual product or services themselves, will have a significant impact on the organization’s overall risk profile. In the light of the potential for far-reaching negative social media postings with a myriad of negative knock-on financial implications, poses very real threats and puts immense pressure on the architects of Cx processes and solutions.

The utilization of appropriate digital resources not only enhances far better customer communications but can simultaneously, rapidly identify potentially damaging service abnormalities and can trigger or invoke appropriate alarms, notifications or escalation processes and procedures. In addition, the analysis of this source data will clearly highlight ‘root cause,' facilitating rapid remedial actions and the on-going re-engineering or refinement of processes, systems, and even the basic product or service offerings.

Improve Operational Efficiencies

Not only is today’s customer demanding fast, easy and efficient service, but most customer-facing business units (call centers, contact centres, helpdesks etc.) are also under significant pressure from the C-suite to cap or reduce operational costs. This factor alone is further exacerbated by the rising cost of labor and infrastructure, in many cases coupled with severely declining labor productivity.

Once again, appropriately designed and deployed digital tools and resources can go a long way towards pivoting costly voice calls and personal service interactions into various self-service solutions. In so doing, these digital assets simultaneously enhance the low-effort, fast and effective customer experience, while carving out a significant chunk of operational costs.

Improve Business, Commercial and Financial Performance

In addition to the obvious financial benefits to be derived from enhanced operational efficiencies, longer-term positive and measurable financial and business gains can be achieved as a direct consequence of an improved Customer Experience.

There is ample empirical evidence and copious amounts of credible data and research supporting the premise that low customer effort, coupled with enhanced customer experience gives rise to significant gains in customer loyalty. This is turn manifests as Customer Advocacy. These factors are measurable in terms of Market Share, Customer Lifetime Value, and Revenue Growth. What’s more, customer loyalty gains will have a direct impact on reducing Customer Acquisition spend (Marketing) and reduced Cost-to-Serve, while enhancing competitive advantages and building a strong bastion against the external competitive activity.

A Treasure Trove of Digital Resources

Only a few short years ago, the complexities of managing largely on-premise and often multi-vendor call center and contact centre technologies, posed terrifying obstacles to the ability of many organizations to provide quality customer service. The typical multi-channel infrastructure, disparate platforms or systems, with little, none or marginally successful integration into core business systems, often created the ingredients for ‘the perfect storm’; one that would all-too-frequently lead to a devastating and destructive lack of basic customer service, low levels of loyalty and runaway churn.

Today’s largely hosted or cloud-based, full-featured customer engagement platforms embrace true multichannel and omnichannel communications. They provide the ability for the organization to leverage these integrated digital tools and resources to achieve exceptionally high levels of customer service, enhanced customer experience and significantly increased customer loyalty; and all this while delivering on the boardroom’s commercial and financial demands and expectations.

What’s in the Cx Professional’s Digital Toolbox?

Going forward, the Cx professional will be exploring the overall design and architecture of the most appropriate processes, systems, platforms and digital and other resources necessary to provide the organization with sustainable success according to its own objectives, goals, metrics and measurables.

The digital resources that should be at the very top of the Cx professional’s agenda will include: A single vendor, multi-channel (omnichannel) platform embodying enhanced functionality Interactive Voice Response (IVR), Visual IVR, Virtual Agent, Live Chat / Web Chat, Co-browsing, Automated ChatBots as well as aspects of enhanced Interaction Analytics, Artificial Intelligence, and Machine Learning.

[About the author]Dylon headshot Dylon Mills is the Director of Marketing Content Strategy & Development at Jacada. As such, Dylon’s main responsibilities are to strategize, create and deliver content for Jacada’s product portfolio that align with the global Go-To-Market strategy, corporate positioning, and marketing campaigns. Dylon’s prior work experience includes Product Management at one of the top Fortune 500 Technology companies, Symantec Corporation. Outside of work, Dylon enjoys problem-solving and any project that includes building/tinkering with tools. Dylon holds a BS Consumer Economics from the University of Georgia.