Coping with channel fragmentation in the customer experience age
Meenal Prasad (Head of product management) and Kris Hayes (VP, Americas) discuss how you can start reaching customers on the channels where they want to be reached.
We are undeniably now living in the age of customer experience. CX isprojectedto overtake product and even cost as the key brand differentiator by 2020, and customers are willing to spend aprice premium of up to 16 per centfor a better experience.
But it’s also the case that connected customers are engaging with brands through more digital channels than ever before. Keep in mind that channels which are commonly grouped together under a single banner, like social, actually consist of a multitude of different platforms. Facebook Messenger, WeChat, Viber, Telegram, WhatsApp – these all come with their own opportunities and rules of engagement.