The future of customer experience

Great customer experience is the outcome of great engagement moments. As the top global users of social media, Filipinos turn to multiple online channels such as Facebook Messenger, Viber and WhatsApp to interact with businesses. With messages coming in at different times on different platforms, the opportunity to provide fast and efficient customer service could easily be missed. In a PwC report on Retailing 2020: Winning in a polarized world, the number of companies investing in the omnichannel experience jumped from 20 percent to over 80 percent in the last decade. Based on the same PwC report, the emerging new concept is a channel-agnostic view of how consumers experience the retailer brand. “Shoppers increasingly demand a consistent level of experience regardless of channel or mode by which the retail is accessed. Such shoppers avoid retailers who are ill-equipped to deliver a seamless brand experience online, in-store and across multichannel media, both consistently and continuously,” the report said.

Some of the challenges faced by businesses include customers getting irrelevant messages or messages sent to the wrong channels or at the wrong time. Conversions are low due to lack of personalization. Data is scattered across different sources and departments. Extraction and analysis of data get to be tedious and take a lot of time. Precise segmentation and targeting are hard to achieve.