A Real-World Example of How Customer Experience Gaps Show Through

CX GapsTopdown recently published a webinar about managing customer communications across the entire customer journey so that your organization can become (and remain) a customer experience (CX) leader. In the first two segments, Forrester analysts Ted Schadler and Craig Le Clair presented a compelling case for the business value of customer experience, reviewed research that uncovered common gaps in CX, and then offered insights into how to close those gaps.

In the third segment, I provide a real-world example of how those gaps show through to the customer, propose a reference architecture based on the Forrester research to help close the gaps, and identify one thing everyone can do to improve customer experience.

A Navigational Use Case

There is nothing that sheds light on a potential CX problem better than a real-world use case. You can identify and address CX gaps by mapping out critical customer journeys to see what works and what doesn’t from the customer’s point of view. To do this, you need to take a close look at very specific customer/company interactions, starting with the ones that most directly impact your business objectives and/or potentially contribute to customer experience gaps that lead to customer attrition.

I illustrate such a customer journey in the webinar, walking the audience through the screens of my own financial services provider’s customer portal to highlight points of friction in this particular customer journey, and what they indicate about the organization’s underlying gaps in their CX infrastructure. The customer can actually see where different people, processes, and technology influence the delivery of content from screen to screen as the look and feel changes in obvious ways and their ability to access documents and forms changes as well.

It’s a bit embarrassing when you realize your silos are showing for everyone to see.

The Solution

The solution to these kinds of CX gaps in multichannel content delivery is customer communications management (CCM) software that can combine the best parts of customer communications management (e.g., data handling, personalization and automation) with digital experience delivery technologies (e.g., web content management) and business process management for customer journeys that cross departmental boundaries. With such a solution, journeys like this one can become more consistent and smoother on the customer’s side for better CX and, potentially, a much better bottom line for the company.

To see the use case, get a deeper explanation of Topdown’s reference architecture, and learn one thing you can do today to improve CX, please click here.

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