Seamless customer experience is more than continuity across devices — seams traverse channels, contexts, and time. Principal Analyst Jennifer Wise discusses how firms can remove damaging seams using data, design, and technology.
Jennifer Wise, Principal Analyst
By now you know that experience matters in whether customers stay with you or switch to a competitor. This is why you strive to deliver seamless and immersive experiences. But what exactly is a seamless customer experience, and is it even possible to achieve?
In a seamless customer experience, a user interacts and comprehends with no extraneous effort. This sounds good in theory, but in reality, it’s hard. And there are several factors that create seams that are beyond our control.
In this episode, Principal Analyst Jennifer Wise discusses three root causes of seams — human capabilities (how we sense, perceive, think, and process information), human behaviors (how we act regardless of what an experience wants), and immature technologies — and how companies can overcome these obstacles in order to deliver consistent, friction-free, cross-channel customer experience.