As emerging tech-innovations vastly alter the ‘customer experience’ landscape, modern organizations are striving to deliver enhanced experiences, generate revenues, reduce costs and expand globally. The digital age customer is better informed and better connected than ever before, stands at the center of this ecosystem, molding it, to their preferences and rapidly changing expectations.
The web of processes and systems (required to take a customer from interest to advocacy) are now spread across multiple systems, even as disconnected legacy systems disallow a holistic view. For example, a profit-making group, with over 37 million target ‘members’, had a different site for each of its three verticals, resulting in an inconsistent experience for the user as well as restricting a unified tracking mechanism for the data.
HCL delivered a unified digital platform that hosted offerings from all three business units on a single touchpoint, creating a consistent omnichannel experience and streamlined process providing consistent experience. Consequently, the client benefitted from increased speed to market and improved conversion.
HCL understands the needs of the digital customer and its 21 CE AD portfolio delivers ‘unique’ and ‘personalized’ experiences. It realizes that no two individuals’ buying journeys are alike.
The HCL 21 CE AD comprises efficiency and experience driven applications. Efficiency-driven applications are characterized by collaboration, workflow, and content applications, while experience driven applications comprise web & social engagement, channels, and mobility.
The Digital Age Customer Experience Defined
Recommendations play a significant role in influencing buying behavior. Customer segmentation, augments these recommendations, with data as a key driver.
Similarly, analytics offer a detailed insight into customer behavior and preferences, enabling personalized delivery of services and a more robust customer relationship. Along the same lines, effective Omni-channel services that draw on past interactions and help garner customer data, have now become imperative in the quest for creating a streamlined buying experience.
HCL understands the need to engage customers in a unified manner, across the spectrum of interactions, independent of customer intent. In this context, HCL’s Customer Experience Platform (CEP), a key feature of 21 CE AD, is a state-of-the-art framework, guaranteeing a differentiated end-user experience for each individual buyer.
The HCL Customer Experience Platform Approach
The CEP platform built on the twin pillars of ‘digital customer’ and ‘digital employees’. It leverages ‘personas’ and the ‘journey’ of each individual in order to determine a holistic approach towards customer interaction, encompassing digital marketing, e-Commerce transaction processing, order management, and customer relationship management capabilities, engaging with customers through the entirety of their buying journey – from pre-sales to post-sales.
At a time when global organizations are concentrating on the local, CEP seeks to provide connected services across interactions that are ‘glocal’ in nature. This calls for contextual and personalized experiences across touch-points to be prioritized. HCL implemented an enterprise-wide digital engagement platform that not only ensured consistency but also aided localization across 25 markets.
The CEP is agile through a flexible, scalable, and secure architecture, and extensible, supporting innovation, acquisitions, and new business models. It’s also open to integration, collaboration, and an ecosystem approach.
CEP consists of five layers providing the foundation for delivering compelling end-to-end customer experiences.
The Five Layers of CEP
Customer Profile Layer: combines the internal and external data in data hubs to offer a holistic view of each individual based on their past transactions, enabling companies to deliver customized services.
Customer Engagement Layer: Intelligent analytics and Omni-channel marketing solutions enable personalized interaction, creating opportunities for cross-selling and upselling.
Transaction Processing Layer: comprises everything that customers need for order and payment of products. Companies can deploy this to create the most attractive packages for their products and services.
Order Orchestration Layer: allows customers to track their orders in the supply chain in real time. It offers functionalities that facilitate returns, refunds, multiple shipping, and payment options.
Customer Relationship Layer: complete records of each customer’s buying details are available here. It also supports emerging technologies and social media analytics.
Each CEP layer exerts its influence on business and influences it directly.
The Impact of CEP
One may argue the importance of CEP as requirements vary across industries - when most organizations already have some of the above-mentioned features in place.
CEP breaks down the entire buying journey helping the business understand areas for improvement – and enunciating a seamless end-to-end customer experience. Through CEP, clients also gain insights into gaps in their pipeline; impediments inhibiting them from delivering as per customer expectations.
Remember, CEP is not a roadmap for a new software implementation - instead it enables customers to develop a technology overlay on top of their current solution to ensure completeness, including critical components like real-time profiling and analytics that drive personal, relevant customer experiences.
The Way Forward
HCL, with its commitment towards a a digital age enterprise approach, offers new age models and platforms that are borne of its experience in dealing with a plethora of modern customers/organizations at the edge of a digital overhaul.
To learn more visit us at Evolving Digital Experiences For The The Digital Age Customer