{"id":1685,"date":"2021-03-24T20:47:00","date_gmt":"2023-09-04T20:47:43","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=1685"},"modified":"2023-10-31T12:14:23","modified_gmt":"2023-10-31T12:14:23","slug":"matt-dixon-emerging-trends-customer-engagement","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/eu\/blog\/matt-dixon-emerging-trends-customer-engagement\/","title":{"rendered":"Unifying People & Processes to Deliver Seamless Customer Engagement"},"content":{"rendered":"\n

\u201cEveryone wants this exciting omnichannel experience, but customers don\u2019t think about channels in the same way as companies do.\u201d – Matt Dixon<\/i><\/p>\n\n\n\n

Last year, our world shifted to digital overnight. Along with it, the role of customer service transformed from problem solver to brand ambassador and customer experience influencer. And, as more companies embrace omnichannel, service is set to have an even bigger stake in driving revenue and ultimately, the success of your company. Why? <\/p>\n\n\n\n

Because 91%<\/a> of customers say a positive service experience makes them more likely to buy again \u2014 which means unifying people and processes across the business to deliver seamless customer engagement.<\/p>\n\n\n\n

But the companies that are set to thrive take this one step further. They anticipate customer needs before they\u2019ve even picked up the phone \u2014 and with Service Cloud Customer 360<\/a> providing a single source of truth, this is more achievable than ever.<\/p>\n\n\n\n

But what does great customer engagement really<\/i> look like in 2021? <\/p>\n\n\n\n

Well, we asked the expert: Matt Dixon, Chief Research and Innovation Officer at Tethr and co-author of The Effortless Experience: Conquering the New Battleground for Customer Loyalty<\/i>. He sat down with Clara Shih, CEO of Service Cloud, to really unpack what service excellence means today. You can watch their full conversation here<\/a> and read on for the highlights.<\/p>\n\n\n\n

How to take customer service to the next level<\/b><\/h2>\n\n\n\n

The COVID-19 pandemic revealed dangerous divisions between customer expectations and the reality of customer support. As companies raced to mobilise their workforces during global lockdowns, calls to contact centres soared \u2014 at the exact moment, most of them were closed. <\/p>\n\n\n\n

For many, this lit a fire that accelerated digital transformation<\/a>. But it also became an opportunity to really consider what customers want from support and service teams.<\/p>\n\n\n\n

One of the top trends right now is omnichannel<\/a>. We all agree that omnichannel means providing customer service across multiple integrated channels \u2014 but that\u2019s not the full story.<\/p>\n\n\n

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Everyone wants this exciting omnichannel vision, but we did some research and found that companies tend to think of every channel as the same, like a Swiss Army knife of customer service.<\/p>\nMatt Dixon<\/cite><\/blockquote>\n\n