If there’s one thing businesses have learned about customer experience (CX) over the past decade (or even just this year), it’s that the customer journey is constantly changing. No matter what market or industry you’re serving—as new technologies emerge, customers expect new and improved front-end experiences.
Many companies build out processes and systems hoping to address changes in behavior and to provide the best possible CX. However, these individual processes and technologies, while addressing a current need, may not be adaptive as customer service demands change.
According to Forrester, over 50% of digital transformation strategies failed in 2018, resulting in fragmented customer experiences. To resolve this, companies should take into account all the ways in which customers interact with and perceive the business rather than focusing on siloed business solutions. In other words, allow the customer journey to shape your digital transformation—not the other way around.
Taking a holistic view of the customer journey
Over the past two decades or so, the customer journey has shifted dramatically. Of course, it’s become increasingly digital. This new digital mindset has also reshaped customer expectations, meaning they expect a quick seamless experience, no matter how they choose to engage with your company.
Every customer journey has an end goal, whether that’s successfully onboarding with your product or services, making a purchase, or solving a problem. But focusing on the individual tasks that help complete these goals often results in disparate processes and systems that create inefficiencies.
The journey becomes stalled as siloed systems make it difficult to connect with back-end processes that truly drive business efficiency. With too many separate systems and disconnected processes, it’s difficult to analyze what’s working, audit data flows, or identify when roadblocks contribute to customer pain points.
Task-focused technologies vs. customer-centric solutions
Many companies turn to automation technologies to resolve common issues or streamline certain processes in the short-term. For example, robotic process automation (RPA) can make customer service agents more effective by reducing the number of repetitive tasks they need to complete.
This task-focused approach, however, ignores the larger end-to-end systems that make your customer service agents more effective at solving large-scale problems that don’t fit into this repetitive model. RPA technologies, while effective for many issues, cannot provide the interfaces required for enterprise-wide systems, which could create flawless experiences for customers throughout their journey.
A customer-centric approach to business process automation and digital transformation helps to eliminate potential gaps that can stall journeys and put customers on the backburner as businesses work to sort out back-end issues.
It takes a technology village
Siloed systems and technologies make it more difficult to create seamless experiences that stick with your customers. Does that mean companies should eliminate task-focused solutions like robotic process automation (RPA)?
No—it takes a technology village to build a seamless customer journey that connects front-end processes with intelligent process automation.
With a digital process automation (DPA) platform, integrated with artificial intelligence (AI) technologies and task-focused solutions (RPA), you can build an intelligent solution that connects front-end interactions with back-end processes to shift to a customer-centric, fully integrated set of solutions.
With tools like the Nintex K2, you can continuously analyze and optimize the customer experience, allowing customers to shape your digital transformation.