Communication technology has shifted power from the hands of a few to the hands of the many, with the ramifications of that change reverberating glob¬ally across every aspect of life, from politics to parenting to customer care.
Companies are recognizing the customer experience as a critical, revenue-driving business discipline. Increasingly, they are organizing to devote budget, focus and method to operating from a customer-centric perspective. In 2011, more than two-thirds of customer experience professionals surveyed said their firms seek to differentiate based on customer experience*. A key challenge for these companies is how to push the envelope of communication technology to enhance each incident of customer interaction at every touch point across the continuum of contact, thereby transforming the entire customer experience.
Forrester defines the customer experience as “how customers perceive their interactions with your company,” The viewpoint from this perspective invites emphasis on an unspoken but implicit aspect of this definition: How customers perceive their interactions with your company is completely dependent upon the context of their lives.
As a result, CEOs, CMOs, CIOs, customer experience managers and contact cen¬ters must establish a fully integrated, enterprise-wide multichannel strategy that enables them to satisfy the individual needs of customers anywhere in real-time.
A New VHT white paper discusses how to transform the customer experience through a contextual multichannel strategy.
“The State of Customer Experience,”Forrester, Feb. 17, 2011.