IMPACT OF DIGITAL TECHNOLOGIES IN THE CUSTOMER JOURNEY

Digitization covers all aspects of an organization and one of the most important is, nowadays, the customer experience. The way of relating through interactive experiences between digital companies and their customers, is gaining increasing importance.

Omnichannel must allow interaction between channels, including data and customer knowledge, combined with analytical statistics to get information about their history and behavior, all accompanied by recommendations on how to manage their expectations and avoid the dreaded silos of information within organizations.

Explore the importance of develop an omnichannel platform allows companies to offer a valued and coherent shopping experience to your customers.

CUSTOMER JOURNEY IN THE DIGITAL ERA

We understand customer journey as the path that a user follows from the moment in which the possibility of acquiring a good or service is considered to post-sale services and loyalty programs to retain the customer. This journey could be both “on-line” and “off-line”. Everything related to the customer journey and its evolution on the digital ecosystem, impacted by technological disruption, has become very important. This journey includes the reception of advertising by advertisers, positioning in search engines, comparators or aggregators, navigation on the web, adaptation to mobility scenarios, positioning in social
networks, etc.

DIGITAL CUSTOMER EXPERIENCE TRANSFORMATION MATURITY MODEL

Digitization covers all aspects of an organization and one of the most important is, nowadays, the customer experience. The way of relating through interactive experiences between digital companies and their customers, partners or employees is gaining increasing importance. The key for organizations is to incorporate intelligence into each and every one of their interactions, thus the experience is improved, and knowledge is generated in order to further improve it in the future. To help organizations to identify the steps necessaries to achieve success in the customer experience strategy. The maturity model of digital customer experience transformation is developed by IDC to help organizations to identify the steps necessaries to achieve success in the customer experience strategy.

THE IMPORTANCE OF OMNICHANNEL PLATFORMS FOR THE DIGITAL CUSTOMER EXPERIENCE

The core of omnichannel platforms will evolve progressively to cognitive abilities that allow capturing, managing and personalizing the user experience. The omnichannel platforms are responsible for great flow and management of different channels and AVI/Bot for automation.

AI will be included in the whole customer journey. In fact, by 2020, IDC believes that 50% of customers will have experienced a customer support interaction that is AI based.

Customer experience is a key priority, customer experience-focused organizations are reinventing how commerce works, combining commerce with interactive activities to create more meaningful connections with customers and, ultimately, to boost sales.

To succeed, companies should invest in a platform that combines customer journey personalization, omni-channel commerce, and fulfilment intelligence with current and future consumer interfaces, data services, and enterprise services.

THE RELEVANCE OF ATENTO IN THIS ENVIRONMENT

Atento focuses his strategy on the customer experience trying to understand what consumers expect and creating a special bond between brands and their customers. It offers innovative and comprehensive customer experience solutions across the customer lifecycle. It contributes to the success of companies by guaranteeing an excellent customer experience by incorporating customer journey services and high-value added solutions, supported by an innovative digital platform and by an approach to transforming processes and business, driving results at companies.

Atento develops lasting relationships with customers, thanks to their in-depth knowledge of the sectors and cultural environment in which companies operate