This report is about how Customer Service and Support is evolving into Customer Success Management as top differentiator by companies and brands that understand the importance of the digital disruption and how it is affecting their business and their customers.
This is one of Constellation’s reports on the State of Enterprise Technology in which we assess the state of technologies Constellation has identified as essential to digital transformation. This research report explores a key area – customer service and support.
Next-Generation Customer Experience Guides Organizations toward Customer Segments of One
The theme of Next-Generation Customer Experience analyzes how organizations are making the shift from systems of engagement to systems of experience and mass personalization at scale. Traditional viewpoints of the customer via marketing, sales, service and support, and commerce are collapsing. In fact, customers don’t care what department they talk to for marketing, sales, and service. Customers expect an organization to act as one entity and their front office experiences to match other experiences regardless of touch point.
This customer-centric cohesion requires new paradigms in user experience fueled by the backbone of digital business, including social, mobile, cloud, Big Data, and unified communications. Technology provides a catalyst for new experiences as organizations move from selling products and delivering on brand promise via customer experiences which require a change in organizational DNA and leadership from both the top and from the empowered bottom.
The themes of the paper are:
- Everything that needs to be said about customer service and support has been said
- Customer service is still the new marketing
- Customer service evolves into customer success management
- Customers deserve the bad service they receive today
- From multi-channel to ubiquitous channels, the death of omni-channel has happened
- Hype trumps reality in ubiquitous channel capabiliites among the vendors
- Vendors continue to co-opt each other’s messaging
Get ready to make the shift as the front office becomes the back office, and marketing, sales, customer service, and loyalty form the basis of the new engagement strategy. Will you be ready for the next generation of customer experience?
You can find a snapshot of the paper here:
@drnatalie
VP and Principal Analyst
Covering Customer Service and Customer Success Management
