In the race to engage customers across multiple channels, brand owners often underestimate the influence of brand perceptions on the experience their customers expect, leading to disappointment and even abandonment.
Minimising the gap between expected and actual customer experience requires a best practice approach to design that addresses both customer needs and brand values.
For example, customers of a low-cost airline are likely to have high expectations of sharp prices, easy access to real-time seat pricing, quick response mechanisms, and one-click purchasing.
Only when brand owners have identified customer needs are they able to consider how brand values might shape an overall customer experience that meets customer expectations.
Covering both omnichannel design and implementation, the six-step guide includes customer profiling, baseline measures of experience, prioritising customer journeys, personalisation, measures of success, and operational adjustments.
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Omnichannel – is a cross-channel business model that companies use to increase customer experience. Companies that use omnichannel say that customers value continuity of experience regardless of the channel they use to interact with that company.
Pyrios is a communications technology specialist. We deliver a range of smart communications technology, consulting, integration and managed services to help our clients deliver brilliant customer engagement, every time. We provide services across Australia and New Zealand with offices in Auckland, Wellington, Melbourne, Sydney, Canberra and Perth. Learn more at www.pyrios.com.
Genesys® powers more than 25 billion of the world’s best customer experiences each year. We put the customer at the centre of everything we do and passionately believe that great customer engagement drives great business outcomes. More than 10,000 companies in over 100 countries trust the industry’s #1 customer experience platform to orchestrate seamless omnichannel customer journeys and build lasting relationships. With a strong track record of innovation and a never-ending desire to be first, Genesys is the only company recognised by top industry analysts as a leader in both cloud and on-premise customer engagement solutions. For more information www.genesys.com/anz.