It is no longer enough to gratify the new age digital consumers with a passive customer support team. In this era of heightened consumer expectations, delivering superior customer experience has become a critical factor determining the value of a business in the market. Therefore, several companies such as Google, Amazon, and Twitter are revamping their operating models to deliver a more sustained customer experience. Following the pathway set by these big giants, other organizations are also swiftly digitalizing their key engagement processes to support the revolution.

Taking a people-centric approach to reshape the customer experience and gain a competitive advantage is not an unassuming task. It involves meticulous attention to every facet of the diverse touchpoints along the customer journey to deliver experiences that are always personal, always meaningful and relevant, and always delightful.

With the dawn of smartphones, live chat, omnichannel support, self-service, social media, and IoT devices, the number of customer touchpoints has exponentially increased. This has ushered the need to build a common system of record for organizations to deliver a better customer experience.

However, the most crucial step to improve customer experience is to move beyond digital data analysis and measurement and focus on actual orchestration by providing comprehensive playbooks that guide the cross-functional teams in prioritizing experiences, optimizing messages, and mapping out seamless interactions across different channels.

With these revamped approaches, companies can architect a customer experience strategy that can attract and retain customers, thus staying competitive in the digital era.