Multichannel customer experience

Most organisations measure each channel on its own terms: call handling time, web visits, app ratings, letters sent. Customers experience something else entirely: one attempt to get something done, often spread over several channels and several days. When those two views do not meet, cost rises and goodwill falls.

We start with the customer's view. We listen to calls, read complaints and web chats, follow cases through back-office systems and, where we can, talk to customers directly. From that evidence we map the journeys that matter most, showing every contact, wait and handoff. The maps almost always reveal failure demand: customers contacting you again because something did not happen, was not clear or was done wrongly the first time. In a typical service operation this accounts for between a third and a half of all contact.

We then work with your teams to redesign the journeys. That can mean clearer letters and web pages, better information for frontline staff, changes to policy, or moving a step to where it can be done right first time. We prototype changes quickly and test them with real customers before they are rolled out.

Clients typically see contact volumes fall by 15 to 30 per cent on redesigned journeys, with fewer complaints and higher satisfaction scores. Because the work removes demand rather than processing it faster, the savings tend to last.