The Presence God
It suggests that every level of organization–from accounting through marketing to shipping–should be involved in the end-to-end, continuous experience-feedback mechanism. As an organization delivers experience and receives feedback, it learns from it and ships an updated experience to match customer expectations. Unlike the traditional lifecycle approach, it challenges the organization to move from a single-process experience (e.g., marketing and sales adapt separately) to end-to-end processes (e.g. marketing and sales operate within one stream of feedback and decisions). Thus, feedback is collected across all business units and processes adapt in an integrated way.adinga However, the shift from a single-process experience to an end-to-end mechanism can’t be achieved rapidly. We suggest the evolutionary approach to reshaping the experience. Look at some of its key constituents. Support cross-channel coherence MIT Sloan Management Review disclosed a story of one retail brand that made customers angry because the representatives in a store didn’t have access to their online order history. To enable multichannel services, an organization must ensure coherence among all channels, which requires cross-channel accessibility to operational levers. Individualize customer experience As we face a rapid growth of available touch-points and gather greater amounts of customer data, companies can convert all customer-related data to actionable insights and provide an individualized experience to better segment customers and match their expectations. We’ll talk about customer analytics in more detail in the Information Management and Analytics section. Digitalize operations and communications internally All customer-facing efforts will be in vain if operations aren’t digitalized internally, e.g., capturing the tweet of an unsatisfied customer by the marketing team is useless unless the complaint is rapidly directed digitally to the customer service team. The current state of CRM allows for this type of rapid response. Another aspect of internal digitalization is employee mobility and embracing the bring-your-own-device (BYOD) demand. Enterprise mobility is truly rewarding when employees who must work on-site (restaurants, construction, manufacturing) can access information, and directly operate software via mobile devices. Optimize and automate Automation has become a fact of life in recent years. However, refocusing employee experience from repetitive tasks to strategic and ingenious operations is still a high barrier. It can be tackled by establishing internal experience-feedback loops and gathering data.