Delivering Customer Experience
Businesses today face the challenge of improving the end to end customer experience without increasing the cost to deliver.
Customer facing teams focus on the end user process to improve productivity. However they often find that IT application integration and customisation challenges prevent the customer experience programmes from stepping up. This results in processes that cannot adapt to growth and changing business needs:-
- Customer facing staff cannot get a single view of the customer
- It is difficult to complete customer interactions within one application, users have to switch between multiple applications
- It is a challenge to deliver business development strategies, e.g cross or upsell when working across multiple unintegrated systems
- It is hard to move customer facing functionality to self service or front line staff
- Large IT workstacks crowd out and delay the implementation of any changes needed for integration
- It is difficult for the business to innovate with collaborative or social customer experience solutions by combining them with existing applications
Enterprise mashups can be used to extend and integrate the end to end Customer Experience delivery resulting in faster delivery of process changes and step by step improvements. The business can become more responsive to rapidly changing business needs by:-
- Cost effectively delivering integrated customer focused desktops
- Rapidly extending new and legacy CRM applications to accelerate benefits and reduce the total cost of ownership
- Avoiding the wait for changes in processes to be mirrored within the application due to release cycles
- Putting cross-sell, upsell and propensity to buy based strategies into action quickly and easily
- Re-using functionality between the call centre and self-service to provide consistent functionality across channels
For more information about using Enterprise Mashups within Customer Experience Delivery please download our latest white paper Enterprise Mashups - The Business Case
