Boosting Customer Experience

with seamless Omni-Channel Journeys

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In today's commoditized market, Customer Experience (CX) emerges as the primary strategic differentiator. 88% of final customers plan to stay with a brand based upon good customer experience and 83% of final customers say they will spend more money based upon good experience (Forrester: Customer Experience Benchmark Survey, US Consumers 2022).

Companies are increasingly understanding the impact and searching to unleash the power of customer experience to gain competitive edge. According to recent study by Nelson Hall 90% of companies see using superior CX as a growth driver. However, only 17% feel that their current CX performance is suitable to reach the goal. So how can we close the gap?

Companies seek innovative ways to elevate customer interactions and satisfaction through seamless, personalized experiences across channels. Recent surveys of company executives underscore the significance of seamless end-to-end communication with customers, with 91% of these executives identifying it as a key growth factor. Technology – especially GenAI and process automation – is seen as key enabler to redefine CX.

This blogpost explores the challenges to achieve seamless omni-channel customer experiences, the technology levers to optimize and the benefits companies can achieve.

WHAT ARE THE MAIN CHALLENGES THAT COMPANIES FACE REGARDING SEAMLESS OMNI-CHANNEL EXPERIENCES?

Understanding customer journeys: Two-thirds of organizations currently experience shortfalls in dialog management, Omni-channel content services, and personalization of communication within their current outbound customer communication. Consequently 54% of companies plan to redesign and reimagine business processes to enhance customer experience (Nelson Hall survey).

Deploying Omni channel communication platforms: in the recent Nelson Hall study 70% of executives agree that use of an omni-channel platform is key to achieve seamless end-to-end customer experiences.
Legacy systems integration: Modernization of legacy IT systems working with final customer data is ongoing in many companies. This process is taking years. Lack of integration still is a major stumbling block for seamless communication.
Automation Deficiency: Lack of automation often has an adverse impact on both customer experience and the company’s cost base. Inadequate automation goes hand-in-hand with back-office bottlenecks leading to inadequate response times, and deterioration in the customer experience. Automation technologies help to reduce response time, optimizing service quality and enhancing customer communication, setting the stage for companies to double their growth potential by outperforming in customer satisfaction.
Scalability: According to the Nelson Hall survey, 74% of executives report inadequate ability to rapidly scale volumes up and down in response to seasonal and demand fluctuations.

HOW CAN WE LEVERAGE TECHNOLOGY TO OPTIMIZE SEAMLESS OMNI-CHANNEL CUSTOMER EXPERIENCES?

To enhance CX, companies are leveraging GenAI and automation solutions, revolutionizing customer interactions by providing predictive insights and automated solutions. This refinement of the customer experience offers a competitive edge.

According to surveys, 66% of executives see the ability to incorporate generative AI as key for excelling CX

Nelson Hall's report, 2024

Leverage of generative AI

Omni-channel communication strategies are undergoing a transformation with the infusion of AI and automation. Companies are leveraging AI to analyze vast amounts of data, predict customer preferences, and automate communication processes. This enables a more personalized and efficient engagement with customers. According to Nelson Hall 66% of executives see the ability to incorporate generative AI as key for excelling CX.

Straight through processing

Response time is a key driver for customer experience. According to studies 61% of consumers are already preferring fast self-service options compared to service resolution by human agents because of speed. (Intercom (2024): Customer Service trends report 2024). Straight through processing is making services available to final customers instantly without humans in the loop. In fact, following the Nelson Hall report, one of the strategic investment priorities for companies are the enhancements to chatbots, digital assistants, and the use of AI to realize straight through processing and reduce response times for inbound customer service.

Optimized combination of AI, human and robotic workforce

Moving forward with AI many companies understand that in the future we will still need humans in the loop for complex cases, exception handling and decision making. According to the recent Nelson Hall study 76% of executives see the right combination of AI, humane and robotic workforce as a key priority for optimization.

Secure end-to-end closed loop communication

Closing the communication loop – from a final customer’s inquiry to the delivery of the service and the final communication – is key for the future. 85% of executives in the study mentioned see this as a priority area for optimization.

WHAT ARE THE BENEFITS OF SEAMLESS OMNI-CHANNEL JOURNEY STRATEGIES?

1. Enhanced Customer Satisfaction. Top Level goal for most businesses is to increase customer satisfaction to drive loyalty and future business. Evolving a seamless Omni-channel communication strategy will lead to a significant boost in NPS (Net Promoter Score) metrics. Studies have shown that 95% of companies with well-executed Omni-channel strategies and simple interactions experience increases in NPS metrics. Seamless integration across multiple channels ensures that customers enjoy consistent and personalized experiences, resulting in higher levels of satisfaction.

2. Speed. Speed counts: in the digital age consumers expect almost instant reaction to their requests. Based upon labor shortage and back-office bottlenecks manual processes are too slow. Intelligent automation and straight through processing can reduce response time significantly. 93% of companies are focusing on this benefit when moving forward in their core software optimization initiatives.

3. Personalized Customer Interactions. Leveraging AI-driven analysis enables businesses to predict and cater communication to customer preferences effectively. Communication is personalized, offerings are tailored to customer needs and customers can immediately interact with the company. In fact, customers consider personalization a key factor in their satisfaction. That’s why 80% of customers indicate that they are likely to do business with companies that offer personalized experiences.

4. Simplicity of interactions. New finding of the Nelson Hall Study is that simplicity is a major expected benefit – 94% of companies target this area. Enhancing CX means companies put themselves in the customer’s shoes. This leads to chances to simplify the customer journey, giving easier access to relevant date and fostering bi-directional communication.

5. Flexibility and Convenience. Finally, offering customers the freedom to choose their preferred communication channels enhances flexibility and convenience. Customers expect companies to cover all channels – the future differentiator will be to have consistent data and processes well synchronized across channels.

REAL CASES AND STUDIES

Revolutionizing Customer Experience: Deutsche Bahn's Strategic Omni-channel communications

Deutsche Bahn, a leading European transport and logistics company, faced a significant challenge with increased and volatile volume of claims due to a surge in extreme weather events, infrastructure issues, labor strikes, and a scarcity of skilled labor. These factors led to a bottleneck in claims and refunds, crucial moments in customer experience.

SPS transformed the claims management approach for Deutsche Bahn to eliminate current back office bottlenecks and accelerate claims processing. Digitization of all traveler documents while ensuring GDPR compliance is the basis for 100% digital claims management workflow. Processing is optimized by leveraging both onsite and near- and offshore SPS Document Processing Centers. The result was meeting service level agreements, leading to quicker refunds, higher customer satisfaction, reduced costs via labor arbitrage, and improved operational scalability to handle unpredictable volume surges.

Looking ahead, SPS anticipates the next wave of innovation. SPS envisions the rollout of a mobile application for real-time claims handling, equipped with QR code technology to simplify and expedite the submission process, thereby elevating the customer experience and operational efficiency. On top SPS plans to enhance claims management by employing AI for intuitive response generation and sentiment analysis, alongside streamlined AI-driven forms processing.

Audi BKK Case: Personalized Health Solutions

Audi BKK reported extremely positive policyholder reactions to the new communication strategy, a significant increase of policyholder engagement and retention.

Audi BKK, a major company health insurance scheme covering around 750,000 people, partnered with SPS to implement an Omni-channel solution for preventive medical care. Audi BKK’s goal is to personalize communication, foster policyholder engagement and retention.

Audi BKK employed personalized approaches to communicate with policyholders over the entire policyholder lifecycle – e.g. when significant life occasions, such as birthdays, weddings, childbirth and other milestones occur. The goal is to communicate preventive care at the right time when it matters most to the policyholder.

Omni-channel communication is key to reach the goal. The solution integrates all channels and combines them in an intelligent way to increase policyholder engagement. For example, Audi BKK sends out postcards with a QR code which is leading the policyholder to customized landing pages. Audi BKK also provides online access to individual incentives for policyholders. The Omni-channel solution effectively bridges the gap between legacy systems and the digital

The future: growth based on CX

Scale your business

A good customer experience is a key factor for growth and customer retention. In fact, according to Forrester survey, 88% of customers plan to stay with a brand after a good customer experience.

That’s where the concept of “experience-led growth” becomes relevant, an approach that companies are leveraging defining their desired financial outcome and then outline the CX improvements that will help them reach this goal, and trying to maximize the value of their existing customer base.

Embracing an Omni-channel journey strategy is no longer a choice but a necessity in the customer-centric landscape. The outcomes, as highlighted by real cases and studies, demonstrate the tangible benefits – from improved NPS metrics to delivering a seamless and integrated experience. As businesses continue to evolve, reinventing Omni-channel customer experiences is a strategic move towards not just meeting but exceeding customer expectations in the dynamic digital age, with AI and automation playing pivotal roles in shaping the future of customer-company interactions.

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