I noticed a Gartner report featuring insight from the analyst Gene Alvarez that was published recently and explores how the customer experience may change by 2020. Now, 2020 does not feel like a long way off, but it is five years and if you look back to the customer experience in 2010 then I think you can see how fast CX is evolving.
The Gartner team mentioned several aspects of change such as sales force automation, and the Internet of Things, but what caught my eye was their description of the Customer Engagement Hub (CEH).
The CEH is really a way of connecting together several concepts and changes in how customers interact with brands. First the use of many more channels, especially social channels, then the need to get these channels to work in a fully integrated way – the omnichannel. In addition to the multichannel engagement there is a different focus on personalisation, loyalty, and engagement throughout the complete customer journey.
The CEH is a well-named strategy. It is literally the hub of all engagement with customers and therefore is not limited to traditional customer service tasks. At any stage of the customer journey interactions with customers should be coordinated by the CEH, so this means that the same team can be working on a marketing campaign.
I have talked before about the way that companies will need to restructure their internal departments so that they focus more directly on the customer. This need to create customer-centric organisations is now being clearly described by analysts such as Gartner.
Whether the wider industry uses the CEH terminology will come in time. However, what is clear to me is that every company that has any interaction with their customers needs to consider how to achieve better customer-centricity and the CEH model is a good way to connect together every aspect of the customer journey into a single team or function.
What do you think? Does the Gartner CEH model describe how you think companies will need to organise in future? Leave a comment here or get in touch via my LinkedIn.
Photo by David licensed under Creative Commons.