Digital Transformation & Customer Experience – Separated at Birth, Reunited by a Common Purpose

Do try this at home. Pick two or three of your favourite and most used smartphone or device apps, such as those provided by airlines, banks, hotels or retail organizations.  The best examples will be where you need to create or login to an account, and/or authenticate via a user name and password. Then if you are able to find an icon for “help” or “contact us”, see what happens. In almost all cases when I do this, I get a list of phone numbers, often premium rate 084x numbers, or an email form that asks me for my name, email address and other information that should be available via the data that I’ve already entered, or is on file. Rarely if ever is there an option to be directly connected, and identified, to a customer service person via phone or web-chat. Consequently, despite my “status” I’m just another faceless, nameless number in the queue waiting anonymously for “How can I help?”, when it could be “Hello Mr. Brown, can I help with your order?” Did you get the memo? I do this on a regular basis in the vain hope that the companies I patronize on a regular basis, some of whom are actually quite good, will have got the memo about how everyone that’s anyone in the customer experience (CX) world is providing their customers with a joined up, personal,  consistent, seamless Omni-channel experience. In case you think it’s not on many people’s minds, I Googled “Seamless Experience”, which is simply defined as, customers seek an expert reply, in real-time, and through the channel of their choice....