Customer hub; the ultimate tool for customer engagement

In its mature phase, a customer hub houses every competency needed to operate aligned customer engagement; steered by real time analytics and leveraged through agile change management and stakeholder collaboration.

Customer hubs provide a low risk evolutionary path. They draw together a number of competencies into a new form of working relationship. This includes sales, marketing, customer service, analytics, change management and collaboration. Together they become a hub of innovation, improvement and competitive responsiveness for the rest of the organization.

At a time when customer experience is becoming everyone’s job, it is vital that organizations break down any internal barriers that disrupt the customer journey. Only by working together, across departments, will customers receive the right levels of service and consequently remain loyal to a business.

However, many companies remain organized in a traditional departmental or channel-by-channel structure. While this may have worked in the past, it creates silos of activity and information, meaning that employees can fail to see the bigger picture and can even inadvertently cause roadblocks on the overall customer journey.

Judging by customer feedback and presentations on the day, leading companies are already embracing the customer hub concept. Customer service teams talked about how they are working together or co-locating with those in other departments, building cross-functional teams, and then redesigning processes and procedures to make the customer journey smoother. . Insurance company spoke about how it is integrating best practice across different sites and brands in order to maximize efficiency and improve the overall experience.

The customer experience has never been so important, and companies understand that they need to take a holistic, organization-wide approach to delivering it. The customer hub concept provides a straightforward, scalable, and effective way of focusing everyone’s skills on helping the customer

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