On & off integration: towards the single and omnichannel customer - Lukkap

Author cristina.serrano


As we have been announcing for a long time, technological changes and innovations are causing more and more companies to modify their business models, going from being product-centric to customer-centric.

But what is making everything speed up?

We all know - and we hope not to reveal anything - that the secret of life consists of "making decisions" - better or worse and with different consequences - day after day, from the moment we get up until we go to bed.

In this context where we are all customers and we all have increasingly digital lives, technology plays a key role in our decision processes.

If you look at the latest statistics on mobile use in 2018, we will see some data that reinforce this idea:

1. Mobile devices will generate 80% of global Internet use

2. 69% of consumers ages 18-39 use mobile devices to research products before making a purchase or hiring decision

3. 48% of shoppers use mobile devices to start searching a search engine

These new decision processes, as well as the digital purchasing and contracting experience, have incorporated innovations in customer experience measurement and management. So that, optimal integration of all customer interactions with the company it will be the key for many of the organizations in the coming years.

What mistake have we made for years in companies?

Pull apart. We have always talked about different worlds –Online and offline– and separate teams by insurmountable barriers that, on many occasions, have made them rivals. And is that Separate a customer's digital experience from their global experience –In a world where the physical and the digital merge– Has no sense. However, it is difficult for organizations to think and work in an integrated way for the single client, regardless of the channel or device.

Clearly coexistence and integration are necessary, and that is why we must explore ways to make it work. Thus, although not everything goes for everyone, each organization must make a tailored plan to create the environment, change the culture and measure the success of the change.

Customer experience or user experience?

There is debate and confusion about the use of both terms, but The reality is that they are different things. The fundamental difference is that we call the customer who buys a product or service, usually on a regular basis, while the user is the one who enjoys the service, but it does not have to have been the one who bought it. So, the client can be a user, but there are users who are not customers.

And it is that, in digital products and services, the term user is usually used - in a generalized way and for everything. Its reason for being was born in the consumption of free content on digital portals where visitors were identified as users. In this case, they could not talk about customers because they were not buying or hiring any product or service, they were only consuming content and the portal obtained income through advertising. A popular business model in the digital world that tended to generalize the use of the term user for everything in digital.

However, those customers who access the customer channels to carry out an activity or make a purchase through an online store and who are called users - without being entirely incorrect to use this term- they should actually be called clients.

In this way, we check how the simple use of a term can generate a small gap between both worlds due to a lack of mutual understanding.

Do we take up the challenge and join the cultural change?

So the time has come to work and guarantee the Customer Experience in all your contact points. Customers move quickly and consistently providing exceptional service can be challenging, but we must accept the challenge.

And where do we start?

1. Let's look for people with a total dedication to customers and that they are willing to do whatever it takes to make them happy, regardless of the channel or roles with which they feel most comfortable.

Because if you want to offer a complete Customer Experience, we need create a digital mindset and focus on the customer to help us break down internal silos and foster greater collaboration. Remember, culture is as important as strategy.

2. Every Customer Experience strategy must include time to understand customers in a new digital dimension and, for this, the data play a leading role. By conveying our strategy with a data-driven approach, the entire team will better understand the trajectory, history, and touch points of customer engagement, even before they start engaging with that customer.

And it is that the changes derived from the evolution of technology constantly influence the customer experience. new players are already settling in the market and resistance to change will work against us.

And finally, I would like to ask you, What do you think is the third step we must take to achieve this cultural change and integrate digital for a unique customer experience? Remember that there are no right or wrong ideas, the future we build together.