The customer journey is a concept that organizations are increasingly seeking to know and deepen. This is healthy for the company, which, with this concern, tends to stand out in the market; for consumers, who see their expectations met and feel valued; and therefore, for the market in general.
But I would like to reflect with you on the following: to what extent has the concern with the customer journey already transposed theory into practice? I am proposing that we reach this question: where are the bottlenecks so that we provide customers with a unique experience, in fact, in all phases of this relationship?
I understand that in the systems is one of the crucial bottlenecks. Digital transformation is already understood as indispensable, and not as luxury or differential, however, it is possible to advance even more in this transformation when we talk about the relationship between the company and its audience.
It is still recurrent to see situations of this type: a company invests considerably to present to the market an attractive and innovative product or service; bets on extremely successful promotional campaigns, including using influencers who bring attention to the brand, but. at the time the consumer leaves to make the purchase or contact to ask any questions, the technological infrastructure does not meet that demand.
Contact channels are not properly integrated, automation is flawed (this when it even exists), the site does not support the increase in traffic, inventory control is inefficient, and then the customer can not satisfy that need, that desire for which was motivated by the beautiful, engaging, competent (and expensive) campaign. From the expectation of full satisfaction to the reality of absolute frustration.
The customer journey becomes, then, the worst possible. Not because of ignorance of this importance on the part of the company, nor the lack of concern, creativity or skills to promote a captivating journey, but because of technical and technological insufficiency, which puts everything to lose.
With this example, which unfortunately is no exception when we analyze the reality of the market, I illustrate how organizations should pay attention to the incorporation of technology in their processes and flows. Tools and technological features should serve both internally and the external relations of a company ¡NBETween them, the promotion of the customer journey.
Technological solutions must be integrated and compose an innovation ecosystem at the service of the organization's smooth functioning, its viability and sustainability in the market, and complete consumer satisfaction.
By Miriam Plens, partner of the Irrah Group, which develops technological solutions for centralization and automation of contacts
