user journey for the digital customer experience
DESCRIPTION
Digitalization has impacted the user journeys which were relatively linear until now. With the amount of digitalization adoption through mobility social and analytics and cloud, companies have managed to alter not only the buying patterns for the customers, but also the user journeys. User journeys have been impacted in 4 ways. One, the customer service has moved beyond the company. Customers access resources present online to troubleshoot their problems. Peer to Peer service networks are accelerating the customer service moving beyond the company. Customers today are able to pay for what they use by selecting specific services enabled by companies. Companies are also able to target customer segments better with information about their wants.TRANSCRIPT
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USER JOURNEYS FOR THE DIGITAL CUSTOMER EXPERIENCE
Create Customer Delight through Digitalization
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How User Journeys have changed across various touch points for Customers
Digital Customer Care is resulting in faster solutions for the customer leading to Customer Delight
Identifying the Instantaneous needs of the customers with ‘wants focused’ management
Collaboration is resulting in assimilation of information and device interoperability
Self Service is allowing customers to better customize, save costs and have increased CSAT.
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CUSTOMER CARE HAS MOVED BEYOND THE COMPANY TO AROUND THE CUSTOMER
Service online on Customer Forums
Peer to Peer Service
Rich Community of Customers
Social Media
Traditional User Journey
E- Care User Journey
Company
Company
72% of customers expect
complaints on twitter to be answered in an hour
50-60% of US telecom users
said that they would prefer to have transactions handled by e-Care
19% higher than that of
traditionalists for end to end digital channels
Digital Communication reduces the call
center costs by 50%
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FROM MARKETING OF MANY TO THE MARKETING OF ONE
Campaign
Customer Products
Listening Office
Single Data view Analytics
Quicker time to market, First mover advantage
Increased reach of campaign leading to more awareness and consumption
Reduced marketing operation
expense
Measure channel wise campaign effectiveness
Digital User Journey
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COMMUNICATION IS BEING TRANSFORMED THROUGH COLLABORATION TO SAVE COSTS AND INCREASE PRODUCTIVITY
Lack of Integration
The majority of IT buyers have a plan to adopt UC.
Enterprise plans for mobile UC
applications support is high , with only 3% saying they have no interest.
IT enterprise architects, 60% are defining the technical and service requirement for Collaboration
Traditional User Journey
Digital User Journey
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CHANGE IN CONSUMPTION OF SERVICES BY THE CUSTOMER IS ENABLED BY DIGITALIZATION
Traditional User Journey
Digital User Journey
Mobile App
Web Portal
Self Service
80% of Inquiries can be solved by the customer themselves saving time and money for the company.
Cost optimization and superior customization offered to the customer
Customer satisfaction and retention with Pay as you go Model
ARPU increase seen in Self Service
According to a US wireless provider 70% or more customer questions can be resolved via self service
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