Closing the loop on customer experience

Richard McCrossan, Digital Lead – EMEA at Genesys


The rules of engagement have changed. Customers no longer pick up the phone when they have an issue with your business. Instead, they’re communicating using multiple channels and multiple connected devices, often simultaneously.

Keeping track of every interaction is proving beyond many companies. Information from each touchpoint is being lost or kept in departmental silos. This means that when customers move from an online channel to a telephone call because they need some human assistance, they suffer the ‘start again’ effect – having to explain their problem again from the beginning.

The answer is ‘connected moments’, according to Richard McCrossan, EMEA Digital Lead at Genesys. He said businesses need to ‘close the loop’ by giving employees visibility of every interaction, and by showing them what the customer was doing ‘right now’ while on a call.


“Consumers are expecting experiences to be easy, to be frictionless. That’s the experience they get from their connected world, and they expect that same experience from businesses.”


“Your customer is connecting with you over multiple devices and multiple channels all of the time and often all at the same time,” he said. “You’ve got multiple departments and people involved; so you have to connect the different parts of the business that interact with the customer.”

Mr McCrossan said many companies fail to connect their different departments. When marketing emails are sent out, interested consumers sometimes call a customer services department. If that department has no knowledge of the campaign, strong sales leads are lost. Another scenario might see a banking customer query their statement with a chatbot before calling customer services. If the services employee knew nothing about the first interaction, the customer would need to explain again.

Mr McCrossan said: “A smart digital business will be sending all of those interactions about one customer to one place because they recognise where that customer is in their journey and that all those interactions are part of what that customer is trying to achieve.”


Genesys connects touchpoints from any channel at any time to get the full and informed picture. Visit genesys.com/uk to find out more.

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