The challenge of silos in delivering Consistent Customer Experiences

Posted on Friday, October 19th, 2012

Various channels between consumers and brands have built their own silos and focus on different types of interfaces.

This Empathica whitepaper, entitled “What is the Opportunity for “SoLoMo” (Social. Local. Mobile.) to Improve the Customer Experience?” explores three smart ways to connect with today’s consumers by using the latest technologies to improve your customer experience management program. The following article is an excerpt from the section of the whitepaper that discusses the challenge for brands to deliver consistent experiences across all channels.

SoLoMo whitepaper – Section 1 “The Challenge of Silos”

While many brands are trying to better connect the dots across all their points of interaction with customers, very few are succeeding in doing so. One reason for this is how the various channels between consumers and brands have been built in their own silos. A web team managing an e-store, separate from the marketing department, separate from the operations managing in-store experiences for example all focus on different types of interfaces.

To effectively adapt to social, local and mobile consumers, brands need to provide them with a seamless and consistent experience across all these channels. In particular, the experiences that they deliver within their locations must be consistent with the quality of the experiences of the other channels AND reflect consumers’ values and expectations.

Local stores and restaurants are where the most important experiences will always happen. Even the world’s largest online retailers like Google and eBay are realizing this and have begun experimenting with physical stores so that consumers can touch and feel a product or ask questions of a live associate before making a purchase.

These brand locations should also be the focal point of any effective customer experience management (CEM) program. As such, these programs can serve as an ideal starting point for delivering increasingly personalized experiences to SoLoMo consumers.

To learn the three smart ways to connect with today’s consumer, download the full whitepaper “What is the Opportunity for “SoLoMo” (Social.Local.Mobile.) to Improve the Customer Service?”

Download Whitepaper

This entry was posted in Featured Resource Why Implement a Customer Experience Management Program and assigned these Tags: advocacy, Brand Advocacy, CEM, customer experience, customer experience management, customer feedback, customer loyalty, customer service, local, loyalty, Mobile, Retail. Bookmark the permalink