self-service-ivr (1)How do you deliver an omnichannel customer experience (CX), keep the business happy, and stay in sync with the CIO’s vision? That’s a pretty tall order, especially when you’re trying to deliver the best customer experience to stay ahead of the competition. In today’s business environment, the key to delivering great CX is shifting the focus from interacting with data to engaging with customers.

Today’s customers have high expectations as they interact with companies on their devices, across different channels, in stores, and within applications. Typically, customers want to self-serve, but when they have a complex need, they want to engage with a live agent. The reality for businesses, though, is a siloed environment that undermines the ability to support true omnichannel customer experience.

So, how do you deliver in this new age of customer engagement?

It’s with a system of engagement. With a system of engagement, organisations interact with their customers across all touchpoints, channels, and journeys, and enable revenue generation while reducing infrastructure and operational costs. It connects to integrated systems of record like financial, order processing, inventory, and CRM solutions to customer engagement solutions.  It is bi-directional, supporting you in contacting customers as necessary in their preferred way, as quickly as possible. The end result is a combined customer engagement system capable of collecting and making sense of all customer interactions across all channels, in real time. It can analyse these transactions, and based on behavior, intent, and engagement profiles or predefined journeys, engage customers to deliver next best actions.

When brokering customer interactions from across disparate channels into enterprise systems and back-office processes, one of the critical success factors is architecting the services model. By analysing your CX requirements and back office systems, you can wrap common engagement functions as reusable services to drive standardization, modularity, and engagement agility.

Marks & Spencer is a shining example of implementing a system of engagement and achieving dramatically improved business results. They set out to tie their systems of record together with an omnichannel engagement centre with one goal in mind: delivering a premium customer experience. Creating this 360-degree customer view across their website, voice and digital channels, 1,253 retail outlets, and yes, even printed letters from customers, required a new, system-wide approach. Starting with their goal and vision, Marks & Spencer re-engineered their website, overhauled their order management and eCommerce systems, and integrated a new contact centre. This process represented one of the largest retail transformations in Europe to date. Their efforts paid off with positive ROI in four months, and they’ve increased revenue by delivering a highly personalised service, and customer experience across all digital and in-person channels.

To replicate the success of M&S we recommend that you read our eBook outlining Best Practices for a Seamless Omnichannel Customer Experience, which you can find here.