“What do we really mean by customer experience?” says Nicholas Mobbs, partner at PwC.
The question emphasises the ever-widening scope of interaction that business now undergoes with customers, both in B2C and B2B environments. SMS, live web chat, social media and video have joined the more traditional methods of email and call centre communication between company and customer. Indeed, the call centre is now very much the omni-channel contact centre.
“What we try and do is govern and influence every single interaction between a company and their customers and make sure the touch points are positive,” Mobbs continues. “These are multiplying at such a massive rate and it’s possible to drown them with too much information.”
The need for effective automation of communication processes is thus clear, although the drive for efficiency needs to be delivered without losing the personal, human touch that many consumers value.
“You have to record where touch points happen,
Article source: http://www.businessrevieweurope.eu/marketing/1036/How-PwC-uses-technology-to-seamlessly-automate-customer-experience
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