How Fragmented Customer Experiences are Holding Brands Back

How Fragmented Customer Experiences are Holding Brands Back
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Sometimes it’s not the experiences that matter, but the spaces between them. So often, this one important truth gets missed in customer experience planning. We have a habit of designing and optimising individual portions of a customer experience, whether it’s a website, an app, or a retail store. Now we need to shift our focus slightly and start thinking a great deal more about the joins that form the spaces between these experiences. It’s these aspects that determine whether a customer experience sings or it suffers. Fragmentation… It’s a problem You may have a brilliantly performing website, and a bricks-and-mortar store that has exceeded its sales targets, even a marketing campaign that appears to be getting excellent cut through. Even with hard evidence that each individual part of your experience is performing excellently, it may still be the case that your overall customer experience is horrible. This is the problem of fragmentation – often a result of a focus on the pieces of the whole, rather than the whole itself. The overall experience is formed as an amalgamation of the individual elements that comprise it and is defined by how those elements fit and interact together. A lack of cohesion between channels can have a highly negative impact on how customers experience the whole – so, if you want to delight them, all the parts must work in harmony. The reason this often doesn’t happen is because business processes get in the way. To silo or not to silo? […]


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