The Forrester Customer Experience blog recently gave their
predictions for what lies ahead in 2012. Among the main points which were
discussed were an increase in Executive Level support for customer experience
and growing education and recruitment within the industry. This is great and
demonstrates the increasing importance of customer experience within the
business today and the rest of year. But what really interested me was the
prediction that companies which do not offer a unified customer experience will start to fall behind.
This really excited me, and more importantly is something
which at NICE Fizzback, we agree with too.
Offering a unified customer experience across all channels
is about understanding your customer across their whole lifecycle. You don’t need
me to tell you that customers interact with many parts of a business, either
online, in store or over the phone, and these need to offer a consistent and
continually high level of service. If one fails or is disjointed then the
relationship between the customer and brand falters and breaks down.
Probably one of the best examples of this is the common gap
between an online shopping experience to in store one, where even within the
same company, there are differing offers, deals and promises.
But how can companies pinpoint where that experience is
failing or where it’s not matching up to the experience with the other channel
or channels? Engaging every customer at different points along their lifecycle
enables companies to understand just that. Gathering a census and not just a
sample unlocks the true insight into the whole customer experience and enables businesses
to discover the root cause drivers of this dissatisfaction or disjointed
experiences.
At NICE Fizzback this exactly what we do – using a
multi-channel solution we help leading global brands engage with their whole
customer base across their customer lifecycle whatever the channel, online, in
store or from the call centre. And in 2012 we will continue to help our
customers achieve this, enabling them to offer a unified customer experience,
not just placing them with the pack, but putting them out in front leading the
way.
Tom Lynam
For more info on NICE Fizzback please visit www.nice.com/fizzback