Your customer experience needs an “experience membrane — and no, that’s not some mad scientist Halloween pun. It’s actually a way of thinking about the barrier to entry and friction created by your support processes. All of the systems, tools, and workflows you use can either work together as one layer, like a membrane, or create partitions between each step of your customer journey. 

So, you need a customer experience membrane. In this new complimentary report we’re sharing courtesy of Gartner^®, you’ll learn more about what exactly that is, and how to get started.

Specifically, you’ll learn: 

• What a customer experience membrane is and how it can transform your CX
• How data, operational, and knowledge silos are keeping organizations from developing CX maturity and growth
• How to reduce silos and improve outcomes by centering your strategies around customer insights, empathy, and context.

Here’s a snippet of our learnings:

Wait, what ? A CX Membrane?

First off, we need to understand why a CX membrane is necessary. Organizations struggle to actualize a 360-degree view of the customer and continue to operate in functional silos without ever having a unified view or understanding of their customer. 

This can impair your contact center’s ability to personalize customer interactions, predict your customers’ future needs, and create a more seamless and integrated customer journey.

One of the ways a customer experience membrane can be achieved is by adding seamless integration tools that put customer data and identity front and center. Such tools, like a natively available CRM, can help create a CX membrane and solve the fragmentation issue by connecting data across processes and systems while also enhancing experiences without adding needless complexity or sacrificing agent usability. 

In order to create a richer picture of your customers and deliver returns on CX investment by either offering more precise service with quicker issue resolution or more targeted campaigns with higher conversion rates, you need a contact center platform that puts data-driven engagement first.

For more on the CX membrane, download this Gartner^® report for a limited time. 

Gartner^®, Your Customer Experience Needs an Experience Membrane — Here’s How to Get Started, Melissa Hilbert, Don Scheibenreif, Mike Lowndes, Kathy Ross, Maria Marino, Sandy Shen, Marcus Blosch, 12  May 2022.

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