Today’s customer interacts with companies via multiple digital and traditional channels like web chat, smartphone apps, social media, voice and IVR, and they expect a seamless customer experience, based on a single view of their interactions. This makes it critical for companies to offer convergence based digital customer experience.
Organizations are increasingly offering customers an integrated digital customer experience incorporating, for instance, the use of web- and mobile-based self-service and interaction channels. In addition, social media has now become a significant part of the equation whether for monitoring consumer reactions to products or services or, increasingly for engaging directly with consumers.
The real value, however, lies in an effective digital engagement strategy. Deployment of digital self-service channels requires a deep understanding and analysis of the customer journey.