By Gijs Bos, Commercial Director
According to Accenture, 63% of businesses are planning to improve the digital customer experience within the year. But with only 26% actually ready to apply new strategies, there’s clearly a gap between intention and execution. In order for companies to understand what’s blocking progress, it’s necessary for them to look internally at how they’re handling their digital transformation.
As e-commerce continues its rapid growth, so does the rate of change in consumer habits. By moving at the speed of change, it can be difficult to take a step back and assess if your company’s internal processes and structures are still aligned with your digital strategies.
In order for intention and execution to match up, your company needs to structure itself to allow for better cross-departmental collaboration.
One area where a lot of companies fail to effectively collaborate is with the display of online contact channels. Historically, one approach has been to hide all channels. If given a goal to reduce call center load from online, Digital Directors previously had no choice but to hide contact options from all online visitors, regardless of whether individual visitors would benefit from easier access to the call center or whether such a contact would have been extremely profitable for the company.
And, with pressure from online analysts and online marketeers, the pressure has been for digital to perform in its own silo; if website visitors stay online, then Digital Directors have no reason to encourage them to convert in the call center, or in-store.
But isolating the website hasn’t helped to improve the overall customer experience, nor has it improved sales. Such a segregated approach leads to high levels of abandonment. If a customer is on your website and has a question that needs a phone conversation for an answer but can’t find a number to call in, they will leave your site. And, if they were looking to make a purchase, they will most likely leave empty handed.
A new breed of Digital Directors no longer exclusively relies on their online analysts, marketeers or UX designers to inform their strategic decisions. They realize that some of the most important stakeholders they should be talking to are Contact Centre and Sales colleagues. They want to learn from the teams that speak to 1000s of website visitors every day. They want to understand why customers are abandoning the website, from the people who actually listen to their grievances.
And, by using technology that allows for proper attribution of online sales when directed through the call center, they’re not afraid of losing web sales.
The new Digital Directors are the people who will be able to successfully realize their companies’ customer experience ambitions. Here are their key qualities:
- They use information from the consumer’s entire journey, including the Contact Centre
- They understand the Contact Centre challenges, metrics and objectives
- They understand that the Digital – Contact Centre collaboration is a marathon, not a sprint
- They work with Contact Centre/Sales teams to achieve optimal results for online visitors (whether they need human help or not). Caveat emptor, collaboration between departments only delivers results when all stakeholders aim for the optimal result for the entire company and leave their organizational silos behind them.
A new digital world demands a new type of digital director. One that doesn’t just live online, one that prioritizes collaboration, one with a keen focus on improving the customer experience.