Crafting a Unified Cross-Channel Customer Experience
White Paper
Crafting a Unified Cross-Channel
Customer Experience
Prepared by
Ari Banerjee
Senior Analyst, Heavy Reading www.heavyreading.com on behalf of
www.oracle.com
February 2013
Impact of Fragmented Channel Experiences
Businesses exist to serve customers and, ultimately, everything a business does is geared toward making money from customers in return for goods and services.
Any business activity generates events that affect a customer's experience of receiving and using those goods and services.
A telco is in the business of combining the physical sources of experience events
(such as services, networks, devices, account acquisition, charging systems, billing, provisioning, retail experience and service assurance activities) into a seamless, consistent, continuous customer experience. Telco customer experience includes devices, products and services, and requires continuous support of all three dimensions – markedlydifferent from other industries, which typically focus on any one of these three dimensions. If an element or activity goes wrong and starts to obtrude, the customer experience breaks down, interrupting the perception of what is happening right now for the customer.
Tomorrow's market winners should be able to deliver an experience that is crosschannel by design, allowing customers to search, buy and serve seamlessly across multiple channels and touch points, and that is able to deliver products and services that are not only highly relevant to the individual customer, but also timely in nature. The success of a company in delivering that experience depends on their ability to collaborate and align their business processes with multiple enter prises, from content providers to supply-chain partners to selling partners.
Using the retail channel as an example, customers today are highly influenced by what Apple provides in its store and are expecting an Apple-like retail experience from their service
Crafting a Unified Cross-Channel
Customer Experience
Prepared by
Ari Banerjee
Senior Analyst, Heavy Reading www.heavyreading.com on behalf of
www.oracle.com
February 2013
Impact of Fragmented Channel Experiences
Businesses exist to serve customers and, ultimately, everything a business does is geared toward making money from customers in return for goods and services.
Any business activity generates events that affect a customer's experience of receiving and using those goods and services.
A telco is in the business of combining the physical sources of experience events
(such as services, networks, devices, account acquisition, charging systems, billing, provisioning, retail experience and service assurance activities) into a seamless, consistent, continuous customer experience. Telco customer experience includes devices, products and services, and requires continuous support of all three dimensions – markedlydifferent from other industries, which typically focus on any one of these three dimensions. If an element or activity goes wrong and starts to obtrude, the customer experience breaks down, interrupting the perception of what is happening right now for the customer.
Tomorrow's market winners should be able to deliver an experience that is crosschannel by design, allowing customers to search, buy and serve seamlessly across multiple channels and touch points, and that is able to deliver products and services that are not only highly relevant to the individual customer, but also timely in nature. The success of a company in delivering that experience depends on their ability to collaborate and align their business processes with multiple enter prises, from content providers to supply-chain partners to selling partners.
Using the retail channel as an example, customers today are highly influenced by what Apple provides in its store and are expecting an Apple-like retail experience from their service