How well do you understand your customer interactions?
How engaged is your customer experience?
How well are your customers served and what is the cost to serve?

A 2010 survey conducted by DirectGov showed that typically customers interact with local councils through voice and face to face channels. However, digital channels have a key role to play in engaging with your customers (See the ‘Point of Contact’ graphic below).

In order to get more customers online, to deliver the experience they seek and to use digital channels appropriately as part of a multi-channel approach, you need to understand your customers better and engage with them appropriately.

Epsilica Consulting understands that channel-shift is not simply a matter of building a website, mobile applications or innovative voice technologies. Our approach is based on helping FTSE companies such as BSKYB to successfully deliver channel-shift programmes with tangible, measurable benefits.

We first need to lay the right foundations

1. Understand how your customers interact with you to determine trends and drivers of each customer interaction channel and define the customer journeys.
2. Understand why customers choose a particular channel and how they are best served from both an external (customer) focus and an internal (organisational) perspective.
3. Review your organisational structure and capabilities in order to provide a roadmap of transformational change.
4. Benchmark the current practices such that transformational change can be measured, tracked and improved further.

This allows us to understand what is available now, what the successful end state will look like and what measures, metrics, statistics and KPIs will allow us to conclusively know that the channel-shift is working.

With this information at hand we determine the best approach from a technical, organisational and behavioural perspective and then we deliver it.