rpc has developed a 360-degree approach to leverage the strategic spectrum and potential of customer journeys effectively. It produces a transparent picture of the interplay of constant customer interactions, physical and digital touchpoints with the relevant product or service mix. This improves understanding of the individual aspects to be able to optimize a compelling customer experience.
rpc helps companies to activate various levers, which enable a consistent customer perception along the entire customer journey. These levers include adaptation and connectivity of online and offline interfaces as well as strengthening of the company’s ability to develop and utilize customized products and services, backed by standardized management and analysis of customer data.
Customer experience plays the role of a conductor who conducts the customer journey. The desired customer experience with the company, its brands and its products shapes the organization of customer interfaces and customer interactions.
The key characteristic of modern-day customer journeys is their symbiotic connection between the customer and the company. The emphasis is on creating a personalized customer experience that is tailored to the respective buyer and his/her individual needs at the touchpoints that are relevant for the particular customer. This is the only way to ensure that the customer is not lost when the channel is changed. This is one of the biggest challenges facing companies, particularly in the course of digitalization and pluralization of contact interfaces.
The diversity of customer behavior and expectations is increasing at the same time. The customer dialog featuring multiple entrance and exit points along a multi-channel sales route is evidence that the sales funnel has transformed into an endless loop. This puts companies on an equal footing in terms of opportunities and challenges as it means that the customer experience, too, is endless. It is becoming less and less the sole prerogative of companies. Customers themselves are also increasingly influencing how the customer experience is designed – bolstered by social media. The entire sales chain benefits from them becoming persuaded brand ambassadors.
Finally, the compatibility of individual customer contact and company-specific customer experience is becoming an increasingly important and demanding area of action in the retail sector. Using tried-and-tested strategies and measures falls short of the mark. An open attitude to new solutions and the use of new technologies are what is important to ensure lasting sales success.