The harmonization of online and offline customer experiences is currently ad hoc and disjointed. Offline experiences typically trail digital experiences in a marketing context; but digital experiences are often inferior to offline experiences in customer service context – where digital (and chatbots) support, rather than replace, the in-person agent.
Goals and Objectives
Enterprises need to emulate high quality digital experiences across all their offline experiences, and vice-versa so that offline and online utilize the best of both types of experiences. This requires consistent performance measures and metrics that enable meaningful comparison of digital and offline experiences. New measures need to be created to supplement NPS, CES, and CSAT across all online and offline encounters.
IoT, AI, big data, analytics, integrated marketing / sales / service CX systems, customer journey management, mobile, GPS, in-store systems, and eCommerce.
Use Case Summary
Frictionless movement between digital and offline interactions that provide continuity. The experience should be like a train journey that will be managed end-to-end using an integrated, seamless and combined system that includes both the physical elements (train station, train guard, security gates, train) with the digital (online trains enquiry, one-touch ticketing, transactional mobile alerts, mobile promotions, CX feedback).