In many organizations, the customer experience is still inconsistent. However, there are signs that people are working hard to improve on this this year. Most companies want to work towards improving engagement and performance when it comes to customer experience (Gartner).
Efficient, clear, personalized and omnichannel communication with customers is a success factor if you're aiming to provide outstanding customer experience. Which documents and which channels do you use to interact with your customers - and when? Is everything done in real time, the way today's consumers expect? Is everything coordinated to ensure a coherent image is portrayed? Managing outbound communication is hugely challenging.
Divide and delay
Forrester investigated how long it takes to make changes to a letter in a credit card company if 3 different teams are involved. The result: 162 days. These cumbersome company processes aren't acceptable in an agile world that’s changing all the time.
And yet this is the reality all too often. Communication is complex, and a lot of departments within an organization are involved. Different stakeholders are in charge of different parts. Just think about the input needed for text content, layout, and how everything is put together.
Traditional organisations that still think in silos are often slow to respond. Lack of consultation and miscommunication also cause friction between teams. Some changes have to be cross-approved, and inevitably have an impact on how other departments work. This means communication can't flow smoothly.