More great takeaways from HBR this morning. The obvious changes to customer facing portals is important but until you can know and address the basic underlying values that need to be improved just a face fix won’t work. CRM
Excerpt: What’s the best way to optimize your customer experience? Why not fix it where it happens? Improve the experience on your website. Improve the experience in your retail locations or call centers. This strategy makes perfect sense, and it aligns nicely with the way your company is probably organized — with the website, retail locations, and contact centers each in their neat little silo.
But based on our research, this natural strategy doesn’t work because it lacks any understanding of the larger, cross-channel journeys that your customers take