Single View of Customer Communication
Ever received various communications from a company that look nothing alike?Then you’ve experienced a fractured CX
From your customer’s perspective, each and every communication they receive from an organization, should be consistent in branding, design and tone. That’s regardless of the intention of the communication, the channel it uses or which department happens to send it.
When a customer receives various communications from a company and each has a completely different look and feel, the result is a fractured customer experience (CX).
To achieve a seamless and fracture-free CX, a single view of customer communication is vital.
What causes a fractured customer experience?
Too often, what the customer experiences when they interact with a brand is fractured because of how the organization is structured, specifically which department/s are customer facing and which department is responsible for managing communication within each customer journey.
One of the goals of a customer communication strategy is to remove the impact of these silos from the customer experience.
The basis of this strategy is to build a holistic view of all communication going to customers, and then to align the brand voice, design and tone for a seamless CX.
A single view of customer communication is vital to achieving alignment across:
A fractured customer experience happens when communication for each customer journey is managed by a separate department within the business. For example, marketing sends messages to build awareness in the acquisition phase. But, once the customer makes a purchase, the onboarding communications are done by the product department, service communications are done by a service department, and so on.
Customer experience is often fractured when different business units manage different message types, such as marketing, operational and transactional messaging.
If the design and tone of these messages is vastly different because of who is sending them, the customer’s experience will be anything but seamless.
When your communication strategy is executed by different departments and each manages a digital channel, it’s likely that messages sent to the customer by email are different to those sent by text.
This siloed approach to multichannel communication makes it difficult to create a seamless, consistent set of communications. Instead, the result is a fractured CX.