The customer journey has transformed from a marketing industry buzzword to an integral part of many companies’ marketing and customer experience strategies, but there’s still a major consideration that most are overlooking.
An eye-opening 76% of customers report that they receive conflicting answers from different customer service agents. This lack of consistency creates frustration and a poor customer experience even when a problem is solved. When answers differ between representatives in the same organization, customers recognize the disjointed feeling of their interactions. It’s no longer enough to just map and track individual customers along a single journey -- brands need to account for the fact that a modern customer can be on multiple journeys within the brand at the same time and provide seamless transitions between those business segments.
https://www.forbes.com/sites/forbestechcouncil/2019/04/02/when-it-comes-to-customer-journeys-they-all-matter/#5ee4aee622d0/
Recent research by my firm shows that more than two thirds of digital managers (68 percent) believe their organization’s internal structures are having a negative influence on the business’s ability to deliver effective customer journeys.
In another study, 42 percent of executives agreed that silos are the biggest internal barrier to digital transformation.
But while organizations seem aware of the negative influence internal structures can have on digital products and services, many are struggling to establish a legacy of the right structures and processes they need to transform customer experiences.
https://www.cmswire.com/customer-experience/pave-the-way-to-better-customer-experience-by-dismantling-internal-silos/
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