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Making Every Interaction Count: GameFly Aligns Its Customer Experience
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White Paper: Making Every Interaction Count: GameFly Aligns Its Customer Experience
Overview
In order to build multi-channel customer experiences and relationships, today’s multi-channel contact center faces many touchpoints, opportunities, challenges and increased competition.
Every time a customer hits your website, retail store, contact center, blog, or IVR menu it puts your company in a competitive situation. Your customer is always evaluating the experience. He or she either comes away with a stronger relationship as a result of the interaction or a desire to check out the competition. To succeed you need to bring your “A” game every day, all the time.
The most important issue is how companies are tracking the activity in the multi-channel world. What happens between the decision to research a product and the shopping cart to the final sale?
Addressing this issue requires collecting the amount of information that is generated from these interactions and integrating that information across many organizations. Marketing teams often don’t know why a customer did or did not buy. If they do, they don’t tell sales.
Most companies view the multi-channel contact center solution from the inside out. They value operational efficiency over the customer experience. GameFly has learned that providing a consistently positive multi-channel experience has benefits that go well beyond a satisfied customer: higher spend, loyalty, repeat purchases, and, importantly, the willingness to recommend.
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