Taking a strategic approach to omnichannel customer contact digital transformation
A CX leader from Moderna outlined the importance of considering the customer journey when improving customer contact experiences
Arpita Bhowmick, global director – contact center technology at Moderna, described the optimal digital transformation process for customer contact centers in a comprehensive presentation at CX Network Live: Contact Centers 2022. She advocated for a strategic approach that began with an organization critically analyzing its ability to deliver a differentiated customer experience via technologies such as AI and machine learning.
From the outset, Bhowmick said that it was important to determine why digital transformation was essential for improving omnichannel CX for contact centers. She explained that customer contact “is not just the call centers … it is all the touch-bases where the customer is trying to call you”.
As well as ensuring ownership of the right systems, platforms, solutions and data for omnichannel contact centers, Bhowmick reminded businesses not to neglect the touchpoints where human interaction supersedes self-service options and to find the right balance between the digital and the physical.
