Nowadays, it is your customers who decide the channels through which you do business with them. Furthermore, they expect the same levels of services through all the different channels.
"Be where the customer is" seems a simple mantra, but it hides a major complexity, which demands a strategic approach
We all know the customer experience impacts the bottom line. Experience influences the decision to become a customer, remain a customer or recommend you to other people.
The customer experience is a direct result of how a business has designed its systems and processes. In other words: the backstage dictates what happens on the front stage.
Connecting these backstage systems and processes can dramatically improve the customer experience.