Creating a seamless and unified customer experience is something which is paramount in today’s multichannel environment as customers continue to use numerous touchpoints within their lifecycle. Google Analytics highlighted one area which is under particular scrutiny; the online touchpoint in their viral YouTube video “Google Analytics In Real Life – Online Checkout”.
The parody on the online experience highlights (somewhat amusingly) the stark comparison between an online buying experience and one in store. One the key messages depicted was if one translated the online experience to the store, customers would regularly end up leaving without making a purchase at all. While the closing shot of the video highlights the value of Google Analytics and understanding how customer behave online (and ultimately help shape the online experience with the help of Google Analytics), for the NICE Voice of the Customer suite it means something slightly different.
The video makes a good point in so much as ensuring the online experience is at a continually high level of quality, but it is perhaps more important to make sure the experience is consistent and unified across all channels, across the whole enterprise (still to a high standard of course!). For example a customer who visits the store must receive the same level of service and the same brand message if they were then to visit the website or ring into the contact centre. And the above video demonstrates, rather spectacularly, how that doesn’t always translate properly.
But measuring the experience at just one customer touchpoint, in one way is not conducive or efficient at tying the channels together. The NICE VoC suite though offers the unique solution to capture direct, indirect and inferred VoC across the entire enterprise to enable a complete view of the entire customer experience. By engaging customers directly for customer feedback through to capturing the voice of the customer beyond the organisation through social media, and subsequently tying this to other objective key performance metrics, organisations can create a seamless customer experience across the enterprise.
Tom Lynam
For more info on NICE Fizzback please visit www.nice.com