Thunderhead, the global leader in enterprise technology for real-time customer engagement and journey orchestration, and MyCustomer, the leading online resource for customer service, customer experience and marketing professionals, has commissioned a study to explore the impact of the pandemic globally on customer behaviour and journeys, and how brands have used technology to overcome the challenges faced.
Surveying 200 Service, CX and Marketing leaders from North America, Europe and Asia Pacific, the global study looks at developments in the last 18 months and how brands have turned to customer-led operating models to drive growth in the post pandemic world.
The findings from the research show unequivocally that the pandemic has had a huge impact on customer journeys which has led brands to focus on journey-based technology to deepen their understanding of customer behaviour and to strengthen customer relationships. Some 86% of brands confirmed that their customers’ journeys have changed significantly over the last 18 months, with the majority (90%) of brands confirming that these changes had a demonstrable impact on financial and operational business. The pandemic was a disruptive force which drove brands to rapidly rethink the way they managed customer journeys and the tech they use to support ongoing customer engagement.
The study also confirms the increasingly critical role played by journey insight and management in understanding and serving customer needs, and as a core technology enabler for digital engagement. Two thirds (65%) of respondents felt that understanding and managing their customer journeys was now more important than ever, highlighting the rapid rise in the importance of journey management for many businesses today. As evidenced by the survey findings, next generation technologies such as Journey Analytics, Journey Orchestration and Real-Time Interaction Management (RTIM) are quickly becoming vital components of the modern enterprise technology ecosystem.
The findings further demonstrate the need for a new era of customer engagement technologies with a paradigm shift towards what Thunderhead have named the Customer Operating System™, which enables brands to understand and act from the customer’s perspective to deliver more meaningful relationships and customer-led growth.
Mike Conley, CIO Cleveland Cavaliers said, “The last 18 months has been an unprecedented time but gave us the time and permission to evaluate our customer-led initiatives and develop more robust strategies to build customer engagement. We were able to stand back and reassess our KPIs to be more customer focussed. Journey analytics and orchestration brings this to life, allowing us to understand omnichannel behaviour at a granular level and then act, in the moment, to ensure that every conversation we have is tailored to each and every individual. Crucially, our culture has undoubtedly shifted, we broke down organisation silos and pulled together as a team, guided by Thunderhead and using their AI-powered technology to coordinate a world class end-to-end experience and develop more meaningful customer and fan relationships.”
Glen Manchester, CEO Thunderhead commented, “Our customers are leaders from a broad range of industry sectors, including FS, Telco, Utilities, Pharma, Automotive, Sports, and Hospitality. Like the Cleveland Cavs, they are all looking beyond their legacy customer-facing systems and inside-out marketing tools, towards the new era of autonomous engagement technology. Our unique fusion of Journey orchestration and RTIM, fuelled by AI-based journey analysis, is the core of our Customer Operating System™ (CoS) which provides an holistic engagement layer for all interactions between a brand and its customers, transcending functional silos and orchestrating information flows and journeys across the end-to-end enterprise to serve the needs of the customer and create value for the brand. Our ONE platform, the result of clean sheet design and substantial engineering investment, makes this concept a reality. We foresaw the importance of autonomous engagement and its disruptive impact, which is today driving convergence across a range of enterprise tech sectors.”