Next Generation Customer Experience analyzes how organizations are making the shift from systems of engagement to systems of experience and mass personalization at scale. Traditional viewpoints of the customer via marketing, sales, service and support, and commerce are collapsing. In fact, customers don't care what department they talk to for marketing, sales, and service. Customers expect an organization to act as one entity and their front office experiences to match other experiences regardless of touch point.
This customer-centric cohesion requires new paradigms in user experience fueled by the backbone of digital business including social, mobile, cloud, big data, and unified communications. Technology provides a catalyst for new experiences as organizations move from selling products and delivering on brand promise, but customer experience also requires a change in organizational DNA and leadership from both the top and from the empowered bottom.
Get ready to make the shift as the front office comes the back office, and marketing, sales, customer service, and loyalty form the basis of the new engagement strategy. Will you be ready for the next generation of customer experience?