​The Art of Intuition and the Science of Discovery

CELFOCUS Omnichannel Video Series – Reinventing Relationships (Part 1)

Call To Science — Nov 2017

The customer experience is, in its essence, emotional. It’s about establishing a connection between the organization and their customers, a relation of trust, service and value.

The challenge today is how to scale up the proximity, insight and warmth of neighborhood grocery store width smile when we arrive to reach millions of customers, with different needs, expectations and even diverse experiences with the brand?

Mass customization has been a hot topic in the industry for very long but the promise has fallen short time over time. A pure scientific approach to the customer experience can result in a distant and cold encounter where business scenarios and outputs are mapped with specific profiles because the algorithm tells us the propensity to buy is higher than X.

Defining customer journeys is a mix of intuition and science. The art of seeing the customer through their own lenses and using technology to discover how to scale and ensure customers are engaged and serviced based on their needs and according to their preferences.

It’s a complex balance. Focus too much on the intuition and risk missing the mark and have costs of service rising but, on the other side, treat customers as numbers, part of segments and it’s the quickest away to alienate them.

Although there isn’t a recipe to follow or a magical algorithm there is a way of combining these different dimensions and providing customers with the experience you would want to have.

At Celfocus, every project starts with ensuring that all stakeholders are aligned concerning the project objectives. By all stakeholders, we include the usual suspects such as IT, business and operation but also partners and customers.

Using Facilitation Maps, a proprietary tool, which maps the E2E graphical representations of the customer experience with its operational processes and technical solution to be implemented. This way, we ensure that everyone shares the same understating and that the customer journey can be implemented and supported from an IT perspective.

This is where the artistic part takes place. Together, this group reenacts the warm experience that customers came to expect. Next, comes another challenge, how to scale it!

CELFOCUS Omnichannel is a telco oriented solution, developed to ensure a consistent customer journey, regardless of the touchpoint. It covers sales and customer care scenarios for Assisted channels (shops, call centres, partners, and field engineers) and Non-Assisted channels (eCommerce and self-care), supported by a common and smart platform, for a seamless cross-channel experience.

By providing a 360-degree customer view combined with a timeline of customer interactions (regardless of the channels used), CELFOCUS Omnichannel helps agents recognize customers quickly. The solution allows the pausing and resuming of customer journeys, enabling them to continue where they left off, in a transparent and valued added way.

This solution empowers CSPs to shift from optimizing individual touchpoints to designing a fully integrated cross-channel experience by consolidating all channels in one technology, ultimately decreasing its TCO.

The result? Well, better if you see for yourself