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Fulfilling brand promise: Optimising interaction technology to deliver consistent and integrated customer experience

Abhijit Banerjee, Vice President & Regional Head, APAC, Servion Global Solutions | June 23, 2015
Omnichannel CIM systems, where a consumer connects with a brand on one channel and are able to carry the conversation on another, are no longer a want but a need.

Banks need to continue to invest in improving customer experiences across all channels, particularly focusing on measuring and reducing the personal effort of their increasingly time poor customers.

As these organisations are running a tight race trying to deliver the best product offerings, the only differentiation that they can provide to the customer is the "experience".

With customer preferences and demands driving the industry, CIOs and their teams will be called on to support these changes, supporting the business needs to include standard widening their scope beyond IT (infrastructure) to include Customer Interaction Management (CIM) Technology infrastructure optimised and designed to give choice and preference and yet maintain consistent service standards across all channels. CIOs and their teams must also interact with the business teams to be able to constantly monitor and improve their core Customer Interaction Management (CIM) infrastructure in line with the changing customer expectations pushed by mobility and virtual explosion. Omnichannel CIM systems,where a consumer connects with a brand on one channel and are able to carry the conversation on another is no longer a want, rather a need. The CIM infrastructure should be able to handle communication across emails, SMS, telephone, instant messaging, collaborative video platforms and social media.

A dynamic CIM infrastructure enables organisations to provide prompt responses, resolve issues immediately to distinguish their brands from others and provide the customer the full "experience" - of living the brand promise.

As customers are now having conversations with brands through various channels, they are quick to form opinions on the basis of the experience they have when they interact. The interaction has indeed become the moment of truth; defines customer experience and determines whether or not the customerstays with the organization.

In the world of customer service, people think that a "touch point" is a human interaction. However, it is no longer sufficient to measure customer service from the human interaction alone, but look at the customer's overall perception from all key touch points.


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