By Tim Clark, SAP writing for Forbes Business
Let’s face it: there are many fragile – and oftentimes broken – moments in the customer journey. Departmental hand-offs and changes in channel, for instance, add complexity and threaten to derail purchases and sometimes harm loyalty. So how can you bridge those gaps and deliver the seamless experience your customers really want?
It’s important to identify the “grey areas” in your processes and how they affect your customer’s experience, according to Lisa James, Head of Solution Marketing, Service Audience, SAP Hybris.
“We’ve all experienced interacting with certain companies and their experience appears to be operating in silos and they can’t quite connect the dots,” said James (pictured below) during a compelling presentation at the recent SAP Hybris Live: Digital Summit. “From the company’s perspective they might understand the problems this poses to the business: missed opportunities, missed revenues, missed sales. But it’s very important to view from the perspective of the customer.”
James said customers are hearing a lot of noise and messages from competitors and more than willing to jump ship than ever before, even if they’ve been loyal for years.
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