E2C
In you are in an industry where large enterprises serve customers – like energy, water supply, telecom, banks, insurance – it is about millions of users with very low control since they are forced to sign with one of the suppliers and they have low emotional attachment.
The challenge here is to make the process clear and predictable so that the customers feel treated fairly and, when in trouble, there is a fast resolution. And ultimately, there is a human interaction when needed so that the customer does not feel lost talking to a phone robot, a chatbot or runs in circles through your website.
In E2C we measure operational excellence through Complaint volume, Resolution time, Churn, Cost to serve.
To summarize, the primary driver, the customer experience key element and the biggest risk is different depending on the type of route to market you have:
Each one expects different promise:
B2C – „Make me feel good, fast, with no effort”.
Start with removing barriers and amplify emotions.
Optimize touchpoints. In Discovery show your brand, create content, show social proof. In Choice simplify decision. In Purchase offer simple, fast and safe payment. In Use delight your consumer and help habit formation. In post-buy services solve problems fast, with empathy, efortless for your consumer.
The key people in your team are Marketing, Digital, Customer Experience, Product/Service.
B2B –„Make it safe, predictable and easy to work with”
Optimise handovers and reduce mental effort for the client.
Build a commercial team that is good professionally and know how to build relationship. Commercial experience is about sales clarity and transparency in pricing and proposals. Implementation experience is about onboarding and change management. Operational experience is about delivery reliability and issue resolution. Relationship experience is about proactive communication and account management.
The key people in your team are Sales (Key account) and Operations.
