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Opinion CX Infrastructure

The Need to Be Ambitious About Communications

What's your company's ambition around communications?

Is your company:

1. Still relying on the old telephone and email combination?

2. Using new technologies like chat support and social media support -- but in a siloed way?

3. Pursuing a truly integrated communication platform that allows switching in real-time, seamlessly --- at the whim of the customer?

You already get the point. The bar has moved far from simply offering phone and email support. It's also gone beyond adding new technologies to the mix operating independently of each other.

Nothing worse than moving finish lines

Here's the big problem with a gradual approach that takes incremental steps forward in adding new communications platforms: you'll never reach a bar that customers will see as real commitment to customer experience. For that to happen, a company has to get out in front of the customers expectations.

Chasing the adjacents

Customer experience standards are now set by companies far outside your industry -- if your customers experience something they value in another industry, they'll expect it regardless of what industry they first saw it in. We call those companies adjacents -- they're not direct competitors but they're still moving the bar of customer expectations up. Whether it's mobile engagement, social media support or real time chat support, when they see it in one industry, customers ask why it's not in all industries.

Customer Experience Vendors are Leading the Way

Companies like Genesys (a leading CX vendor) are empowering their clients by adding integrations (with Skype for Business) or native capabilities that meet that new bar being demanded by customers. Without meeting those types of expectations, all your other efforts at improving customer experience will fall by the wayside.

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Achieving customer satisfaction has never been more complicated -- with so many generations of customers (Boomers and Gen X, Y and Z).  Throw in a multitude of communications platforms and the problem gets even more complex.

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