4 Ways Fragmented Customer Journeys Hold Back Support Organizations
The ultimate goal of support organizations is to deliver stellar support. But for that, they need to understand their customers’ needs and motivations.
Sadly, it’s a hard nut to crack!
With customer data scattered across multiple sources, there is no quick, easy, and reliable way for support agents to access all the information. As a result, customer experience suffers.
All this comes down to having a “360-degree customer view,” which enables organizations to consolidate data from various customer touchpoints and systems in one place.
But before we talk about how 360-degree customer view helps businesses become customer-centric, let’s discuss the major challenges that urge its implementation.
The Challenges with the Fragmented Customer Journey
The lack of a 360-degree customer hinders CX and brews the following challenges:
1.Disjointed & Siloed Access to Information
Each time customers interact with your brand, they leave behind a trail of information. However, many companies are still taking a siloed approach to managing customer data. On top of that, a lack of context from previous interactions on different channels only makes matters worse for the support mavens. So what use is this goldmine of data if it can’t supplement an agent’s effort to provide a seamless support experience? None, right? We thought so too!
2.Inhibits Proactive Customer Support
Anticipating customer issues and resolving them even before they arise is the need of the hour. But with consistently changing customers’ needs, behavioral attitudes, and beliefs, it’s quite a challenge.
When agents aren’t equipped with the right tools, they miss valuable insights into customers’ journey and their search patterns. This holds them back from identifying their common pain points and offering proactive support.
For instance, without insights into customer pain points, agents are forced to find their way out of a mine without a flashlight. On the contrary, advanced insight engines provide rich reports that uncover customers' frictional areas. With this first-hand information, your support team can be proactive by suggesting help articles, thus elevating CSAT.
3.Catering Impersonal & Irrelevant Solutions
New-age customers look forward to blazing-fast, relevant, and personalized support. However, it is an impossible task if organizations don’t have a holistic view of customers.
Not having a solid understanding of customers' history, the preferred medium of communication, browsing history, etc., inhibits support agents to interpret their intent. As a consequence, they fail to offer relevant and personalized solutions.
4.Snowballs Customer Efforts
While agents have to move mountains to ensure a great CX, customers, too, don't have it easy.
Imagine yourself in this situation: you are facing issues related to your laptop and reach out to customer service on multiple platforms in search of a quick fix. Since agents don’t have a hawk-eye view of your journey, you have to reiterate the problem and personal information. Sounds exhausting, right?
In the worst scenario, agents can repeat the solutions that you may have already tried, leaving you even more frustrated.
Why Does a 360-Degree Customer View Matter?
66% of customers expect companies to understand their needs.
Providing great customer support ensures high customer loyalty and retention. To make it possible, it is important for organizations to build a 360-degree customer view.
It is a singular comprehensive view of customers’ data that not only includes their basic information, but also past and present purchasing information and interactions with the support team.
By creating a complete picture of their customers, support agents can gain a perception of what they need in the future. This enables them to deliver superior and personalized customer experience across all their touch points.
Tapping Into 360-Degree Customer View
If you want to empower your support team with a 360-degree customer view to boost your AX and CX, stay tuned. We are soon coming up with something grand to help you gain a better understanding of the customer journey and drive customer-centric experiences.
In the meantime, you can go through our eBook “Supercharge Agent Productivity and Transform Customer Support Operations with AI.” It discusses the expectations of modern-day customers and top strategies to achieve them while elevating agent productivity in the process.
Sadly, it’s a hard nut to crack!
With customer data scattered across multiple sources, there is no quick, easy, and reliable way for support agents to access all the information. As a result, customer experience suffers.
All this comes down to having a “360-degree customer view,” which enables organizations to consolidate data from various customer touchpoints and systems in one place.
But before we talk about how 360-degree customer view helps businesses become customer-centric, let’s discuss the major challenges that urge its implementation.
The Challenges with the Fragmented Customer Journey
The lack of a 360-degree customer hinders CX and brews the following challenges:
1.Disjointed & Siloed Access to Information
Each time customers interact with your brand, they leave behind a trail of information. However, many companies are still taking a siloed approach to managing customer data. On top of that, a lack of context from previous interactions on different channels only makes matters worse for the support mavens. So what use is this goldmine of data if it can’t supplement an agent’s effort to provide a seamless support experience? None, right? We thought so too!
2.Inhibits Proactive Customer Support
Anticipating customer issues and resolving them even before they arise is the need of the hour. But with consistently changing customers’ needs, behavioral attitudes, and beliefs, it’s quite a challenge.
When agents aren’t equipped with the right tools, they miss valuable insights into customers’ journey and their search patterns. This holds them back from identifying their common pain points and offering proactive support.
For instance, without insights into customer pain points, agents are forced to find their way out of a mine without a flashlight. On the contrary, advanced insight engines provide rich reports that uncover customers' frictional areas. With this first-hand information, your support team can be proactive by suggesting help articles, thus elevating CSAT.
3.Catering Impersonal & Irrelevant Solutions
New-age customers look forward to blazing-fast, relevant, and personalized support. However, it is an impossible task if organizations don’t have a holistic view of customers.
Not having a solid understanding of customers' history, the preferred medium of communication, browsing history, etc., inhibits support agents to interpret their intent. As a consequence, they fail to offer relevant and personalized solutions.
4.Snowballs Customer Efforts
While agents have to move mountains to ensure a great CX, customers, too, don't have it easy.
Imagine yourself in this situation: you are facing issues related to your laptop and reach out to customer service on multiple platforms in search of a quick fix. Since agents don’t have a hawk-eye view of your journey, you have to reiterate the problem and personal information. Sounds exhausting, right?
In the worst scenario, agents can repeat the solutions that you may have already tried, leaving you even more frustrated.
Why Does a 360-Degree Customer View Matter?
66% of customers expect companies to understand their needs.
Providing great customer support ensures high customer loyalty and retention. To make it possible, it is important for organizations to build a 360-degree customer view.
It is a singular comprehensive view of customers’ data that not only includes their basic information, but also past and present purchasing information and interactions with the support team.
By creating a complete picture of their customers, support agents can gain a perception of what they need in the future. This enables them to deliver superior and personalized customer experience across all their touch points.
Tapping Into 360-Degree Customer View
If you want to empower your support team with a 360-degree customer view to boost your AX and CX, stay tuned. We are soon coming up with something grand to help you gain a better understanding of the customer journey and drive customer-centric experiences.
In the meantime, you can go through our eBook “Supercharge Agent Productivity and Transform Customer Support Operations with AI.” It discusses the expectations of modern-day customers and top strategies to achieve them while elevating agent productivity in the process.
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cherylzupke Would love to know what you think about this. I definitely know CSOD has gone above and beyond to impart best support practices.
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