Most people have connected devices such as tablets and smartphones. Digital has become part of their day-to-day life, thanks in part to the work of tech giants such as Google, Apple and Facebook. Customer experience is an important criteria when choosing between rival brands: and consumers now favour a digitally enhanced simple and user-friendly experiences at every stage of the customer journey.
As brands like Airbnb, Uber, and Spotify are now well established in the competitive landscape and many companies have realised that the value chain has moved from the possession of assets and production tools (i.e. costs) to the mastering of customer interface (where the money is!). Digitizing the customer experience is a serious issue.
Here are three examples of what is at stake:
· Opening of new contact channels which fit with consumers’ everyday usages (mobile apps, email, messaging, etc.),
· Customer data analysis to enhance the quality of services and grow the ARPU,
· Implementation of cloud-based contact centers : cloud is not just a cost cutting solution, it also enables rapid and reactive implementation of new features in a fast-moving and ever-changing environment.
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Editor in Chief, International, at Orange Business Services. I'm in charge of our International website and the English language blogs at Orange Business Services. In my spare time I'm literally captain of my own ship, spending my time on the wonderful rivers and canals of England.