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Rethinking the Customer Journey in the Digital Age


It’s 2019 and by now, businesses have acknowledged the power of digital transformation. The traditional ways of strategy planning, marketing, business enhancement, and customer engagement are now being replaced by digital mediums that brings all the customers and businesses on to the same page. 

Unsurprisingly, it’s not just the businesses that have increased the focus on digital mediums, because their target customers increasingly rely on digital communication. Today, the way a customer communicates and engages has fundamentally changed due to the growing popularity of social media, live support on websites, email marketing, and more. As a result, this has not only made gathering customer data complex but, has also challenged both product development and marketing teams.

Weaving new inbound interaction techniques with today’s customer journey have become a necessity to keep track of disengaged and inactive customers, especially those who ‘unsubscribe’ from all communication. As customers become more digitally savvy, businesses need to rethink the customers’ journey for superior interactions, better engagement, increased sales, and retention.

A shift in customer behavior

If you are leveraging a CRM tool, the first thing that you will want to investigate is the online traffic for your product and website. In 2017, according to Statista, consumers made 1.66 billion purchases worldwide, which accounted for 2.3 trillion dollars in revenue for online businesses. Statista also claimed that the online purchase projection will continue to grow as much as 4.48 trillion dollars by 2021. 

As for social media engagement, in 2017, nearly 2.46 billion customers reached out via social media to companies for product support and information. Based on these statistics, it is clear that businesses must focus on their online behavior, platforms, availability, and touch points to match a customers’ preferences. This means being available across social media platforms as well as traditional support channels like email or phone support. 

Identifying avoidable customer attrition

As customers’ digital personas become more diverse, the margin for error has shrunk so much so that even a small marketing glitch or mistimed email may turn potential customers away from your brand. When it comes to supporting—both mobile and desktop—due to irrelevant responses, nearly 42% of customers avoid using these support channels. Additionally, nearly 89% of customers stop using a product because of slow load times, lack of efficient support, and incorrect guidance. This creates another issue for companies, if a customer is unhappy about an interaction or product, they will turn to social media and publicly broadcast their opinions instead of working with traditional support channels to resolve the issue.

By 2020, customer experience will surpass both price and product as the key product differentiators. So, if you fail to align your business processes with the needs of your customers, you will see more customers churn.

On that note, here are some solutions to help keep your customers engaged:

1. The customer handoff

When handing a customer off to another team, things like tickets, logs, and emails are often lost or mismanaged.  A thorough customer handoff from one person to the next is crucial for consistent customer experience. The easiest way to ensure that all relevant information is transferred is to automate the process. Employing a robust Integration Platform as a Service or, iPaaS can help you automate these processes so that you aren’t reliant on manual data transfers. For instance, an iPaaS can help you automatically integrate data from Salesforce, Zendesk, and Office 365 into a single dashboard, allowing you to view and respond to open tickets while seeing a complete picture of your customers account and interactions across your organization.

2. Project management

Project management systems like JIRA or Trello let you track the progress of projects and tasks in a single panel to simplify the management for each release or customer. By using a single system as the source of truth, you can bring team members from across departments into a single collaboration tool. This improves collaboration across teams and enables them to efficiently manage projects. In addition to bringing team members into a single tool, you can automatically pull data from applications across your organization into the tool to provide context for bugs and deadlines.

3. Enhance customer experience

It’s important to connect data from all of your customer touchpoints, from social media to your CRM tool to ensure a consistent, omnichannel customer experience for each interaction. iPaaS empowers businesses to integrate data from disparate applications, services, and devices in one place, offering a 360° view of the customer.

It’s been years and customers are well-aware of services through webinars, ebooks, infographics, and online forums. As technologies are updating and so as customers, businesses need to re-shape their customer journey to empower their digital transformation.

As technology continues to evolve, so are the customers - who are now aware of their impact on a brands image. Reaching out to business has become easier than ever! It has become important than ever for businesses to focus on their customer journey strategies to ensure continued success.

4. Streamline internal communications

Proper internal communication among teams helps to keeps everyone updated on issues that a customer faces. By using iPaaS automation, you’ll not only be able to share all the information with everyone in real-time, but it also reduces the dependency on long email chains. Connect your CRM, ticket management, and project management tool to a collaboration tool like Slack, using Flow to automate escalation notifications and cross-team communication. 

If you're looking for a technology partner to accelerate your digital transformation, drop us a line at support-flow@built.io.

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