Businesses around the world are pushing the envelope to digitalise their traditional processes but are still strained to meet the evolved customer expectation that is emerged in the post-pandemic era.  

Even after businesses divert truckloads of marketing budget on advertising if the website visitors leave without making a purchase, business leaders are left wondering what went wrong.  

So, what is driving the visitors away from your website? Let us look at a scenario to understand the situation so that the message hits home.  

Let’s take the example of a pharmacy store.

Imagine there are two pharmacies located on the main street.

Pharmacy A is always out of stock, the personnel manning the store are rude and apathetic towards their customers, and the store’s operational hours are strictly from 12pm to 5pm.

Now let’s look at how Pharmacy B is managing their business. The personnel managing the pharmacy go out of their way to ensure their customers receive the medicines that they came looking for. When they are out of stock, they take a note of the customer’s address and deliver the medicine to their doorstep after obtaining it from their suppliers. Understanding the nature of their business, the personnel at Pharmacy B ensure that their store is operational round-the-clock to serve their customers in case of emergencies.


Which pharmacy is positioned to get more business? We are sure you get the drift.  

While digital transformation should be the larger focus for driving business processes, driving customer centric transformation should be an ongoing process.

What is Customer Experience Transformation?

Think customer, think transformation

In simple words, customer experience transformation is all about enhancing the experience of your customers every time they interact with your business at any touchpoint, through any channel, at any time, for any purpose.  

For financial institutions it may mean assuring the safety and growth of your customers' assets, while for hotels and resorts it would mean enhancing guest experiences at every touchpoint. How customer experience is doled out may differ from industry to industry, but at its core, irrespective of the industry, the concept of CX transformation revolves around humanising customer experience.

Common Pain Points in CX Journey

CX transformation pain point

1. Lack of Measurable ROI

While it is encouraging to see many organisations establish a dedicated CX unit within their business structure, there are still many others who struggle to see the value it adds to the business’s growth.

CX leaders often struggle to get budget approvals for CX transformational efforts due to lack of quantifiable ROI that’s in some way directly linked to revenue growth. To make a strong business case, CX leaders often struggle to show more than just soft benefits.  

2. Existence of Data Silos

Every department within an organisation has its own set of data.  

Product team may have product updates and enhancements notes.

Research & Development (R&D) department may have survey reports and research notes from various customer experience studies conducted.

Marketing team may have campaign reports from the various promotional activities conducted.

Customer support team would have customer profiles, along with their feedback and suggestions.  

But what’s the point of this data if these departments are not unable to collaborate effectively due to the data being stored in disparate, incompatible systems?

Unlike earlier, data integration does not have to be an intensive exercise. For an organisation to build connected customer experience, it is important for cross functional teams to work together in cohesion, with complete visibility of customer data in a centralised platform.

3. Unavailability of Real-time Actionable Insights

As explored in the previous point, impact of CX initiatives should have value beyond numbers. Just knowing your business’s NPS (Net Promoter Score) is not enough. Just like a growth marketer makes use of the data from existing machinery to instil best practices and create advocacy program for the business, CX initiatives should not be limited to the customer support team working in isolation to resolve customer enquiries. Instead of having a retrospective view of the data, customer facing teams should have real-time view of the insights to be able to improve customers’ experience on the go. Real-time insights will also help CX team work cross-functionally with other departments to improve processes.  

Let’s take a bank’s example to understand how real-time insights can improve CX.  

When customers complaint about ATMs (Automated Teller machines) malfunctioning in any part of the country, the customer support team can immediately alert the concerned central team to dispatch technicians and fix the issue in real time.  

When the customer service program of a bank is powered by a comprehensive communication solution that is integrated with their system, delivering real-time resolution to customers' problem becomes a reality.

4. Absence of Personalisation at Scale

Most businesses today struggle to engage their customers with the right experiences, at the right time, through their preferred channels. Without unified visibility of a customer’s journey analytics, businesses struggle to orchestrate personalised experiences.  

For example, when a customer adds several items to the cart from your website, but then exits the website without purchasing the items, you should be able to trigger a follow-up communication chain that’s sent out at pre-set intervals to encourage the customer to complete the purchase.

This can only be made possible by a unified communications platform that provides 360° view of the customer’s journey through your website.

Benefits of Customer Experience Transformation

Apart from making your customers happy, your business can benefit in multiple ways from CX transformational efforts.

1. Better Performance

Transforming experiential processes not only helps to improve customer experience, but also enhances employee experience by laying bricks for collaborative action. Adapting a CX led growth strategy empowers front line employees to build relationship that will convert prospects into long-term customers, and brand advocates.

2. Pivot Productively

Customers' needs and desires are constantly evolving with times. The not-so-short Covid-19 induced lockdown can attest to that. The changing needs of customers brings about a shift in how a business operates as well. CX transformational strategy can help businesses to be on top of their customers’ need and can also help in pivoting business strategy to work towards a unified, organisational goal, instead of following siloed, departmental objectives.

3. Improve Efficiency

Hybrid work culture is the new norm. It is important to understand that traditional call centre approach will not work anymore. For borderless teams, operating from various corners of the world to work cohesively, it is important to be backed by an enterprise-grade CX solution that not only provides a peek into customer journey and interaction data, but also enables team members to collaborate effectively. From transferring customer enquiries between team members without breaking the enquiry chain, to inviting experts onto an ongoing chat or call with customers, the CX solution not only improves productivity, but also encourages teams to work cohesively.

Roadmap To Omnichannel Customer Experience Transformation

By now, you must be aware that customer experience transformation is not a onetime exercise, it is an ongoing process. To help your business drive CX transformation at scale, let us look at how the three pillars of CINNOX provides the much-needed foundation to unify every touchpoint of the customer journey, from engagement to conversion to support.

benefits of CX transformation process

1. Connect Customers with Right Experiences

CINNOX helps to bridge the gap between telecom and digital experiences, by unifying all touchpoints on a single platform. Businesses can create frictionless and contextual experiences by effortlessly switching between social media channels, emails, SMS, video, and phone to adapt responses.

Post-pandemic customers are looking for live human support on their preferred channel of communication. Go further and provide them real-time, humanised experiences at every touchpoint backed by customer intent and sentiment data from a unified dashboard.

Proactively engage with your customers to guide them through the shopping experience on your website backed by CINNOX’s next-gen conversational commerce capabilities.

Here’s how CINNOX empowers you to mine actionable insights from customer data

2. Orchestrate Integrated High-Quality Experiences

Think of CINNOX as a huge ship that is capable of not only ferrying the voyagers (customers) across the vast ocean to their destination, but also ensuring they have smooth sailing experience by empowering the crew on board (your employees) to deliver deluxe customer experience by building one-on-one bond with the customers.

When every customer gets treated as VIP, what do you think happens? They come back for more. CINNOX comes packed with the most flexible smart routing capabilities to help your business direct customer enquiries to the right agents based on automated rules. Businesses can optimise their sales funnel by bridging the gap between various cross-functional teams by breaking down silos, centralising customer data by integrating with existing tech stack, and automating common enquiries to improve efficiency of their workforce.

As complicated as it may sound, businesses can easily connect and orchestrate their customers’ journey on CINNOX without even having to leave the platform. All customer interactions data gets securely stored on cloud.  

A united interface not only helps to centralise data and bring all communications on one platform, but also helps manage omnichannel customer engagement and deliver multimedia experiences.

3. Evaluate and Weigh CX ROI Against Business Values

Mining insights from data is good but leveraging the data for business growth with prompt action is what bridges the divide between insight and action.

CINNOX’s capabilities are designed to help businesses discover trends and patterns that can provide them competitive advantage. Understanding customers’ intent and sentiment by stitching unstructured customer interaction data to create personalised experiences at scale customising their journey through the sales funnel gives businesses leverage over their competitors.

From visualising and optimising staff’s performance in real-time, to customising enquiry labels, and leveraging APIs to enrich experiences throughout the process, the benefits of CINNOX’s total experience solution are not just limited to increasing the happiness quotient and productivity quotient of your employees, but also aimed at reducing operational cost and contributing to the revenue growth.

4. Adherence and Compliance to Data Security

Keeping data secure, private, and safe from breaches takes precedence when businesses decide to digitalise their traditional processes. Currently, many businesses are limited by the strict regulations implemented by the governing bodies on outbound telecom communication services, which impedes their ability to effectively use calls and text messaging services.

As a cloud-based unified communication solution, CINNOX empowers businesses with robust calling and messaging capabilities to connect customers with business securely. While there are many SaaS communication solutions in the market, CINNOX is the only one to offer data retention capability in accordance with the regulatory requirements put in place by the governing bodies of respective industries.

CINNOX’s network equipment is in multiple dedicated data centres that are ISO 9001, ISO 27001, ISO 20000 and ISO 27017 compliant. We use multiple public clouds for better service. Our tier-1 data centres adhere to local compliance standards.

It is important to remember that CX remains any at the heart of every transformational process. Why are the legacy financial institutions around the world digitalising their traditional processes? Why are all the leading brands selling their products online, across multiple channels? Why have the professionals from the hospitality industry extended their CX initiatives to online channels?

Causal Nexus is the answer. What it means is that businesses grow and learn with the ever-evolving customer needs and demands. CINNOX provides you the flexibility to deliver 24/7/365 support, automate repetitive tasks, seamlessly communication with your customers on their preferred channels from the comfort of your unified inbox, and much more.

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Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Businesses around the world are pushing the envelope to digitalise their traditional processes but are still strained to meet the evolved customer expectation that is emerged in the post-pandemic era.  

Even after businesses divert truckloads of marketing budget on advertising if the website visitors leave without making a purchase, business leaders are left wondering what went wrong.  

So, what is driving the visitors away from your website? Let us look at a scenario to understand the situation so that the message hits home.  

Let’s take the example of a pharmacy store.

Imagine there are two pharmacies located on the main street.

Pharmacy A is always out of stock, the personnel manning the store are rude and apathetic towards their customers, and the store’s operational hours are strictly from 12pm to 5pm.

Now let’s look at how Pharmacy B is managing their business. The personnel managing the pharmacy go out of their way to ensure their customers receive the medicines that they came looking for. When they are out of stock, they take a note of the customer’s address and deliver the medicine to their doorstep after obtaining it from their suppliers. Understanding the nature of their business, the personnel at Pharmacy B ensure that their store is operational round-the-clock to serve their customers in case of emergencies.


Which pharmacy is positioned to get more business? We are sure you get the drift.  

While digital transformation should be the larger focus for driving business processes, driving customer centric transformation should be an ongoing process.

What is Customer Experience Transformation?

Think customer, think transformation

In simple words, customer experience transformation is all about enhancing the experience of your customers every time they interact with your business at any touchpoint, through any channel, at any time, for any purpose.  

For financial institutions it may mean assuring the safety and growth of your customers' assets, while for hotels and resorts it would mean enhancing guest experiences at every touchpoint. How customer experience is doled out may differ from industry to industry, but at its core, irrespective of the industry, the concept of CX transformation revolves around humanising customer experience.

Common Pain Points in CX Journey

CX transformation pain point

1. Lack of Measurable ROI

While it is encouraging to see many organisations establish a dedicated CX unit within their business structure, there are still many others who struggle to see the value it adds to the business’s growth.

CX leaders often struggle to get budget approvals for CX transformational efforts due to lack of quantifiable ROI that’s in some way directly linked to revenue growth. To make a strong business case, CX leaders often struggle to show more than just soft benefits.  

2. Existence of Data Silos

Every department within an organisation has its own set of data.  

Product team may have product updates and enhancements notes.

Research & Development (R&D) department may have survey reports and research notes from various customer experience studies conducted.

Marketing team may have campaign reports from the various promotional activities conducted.

Customer support team would have customer profiles, along with their feedback and suggestions.  

But what’s the point of this data if these departments are not unable to collaborate effectively due to the data being stored in disparate, incompatible systems?

Unlike earlier, data integration does not have to be an intensive exercise. For an organisation to build connected customer experience, it is important for cross functional teams to work together in cohesion, with complete visibility of customer data in a centralised platform.

3. Unavailability of Real-time Actionable Insights

As explored in the previous point, impact of CX initiatives should have value beyond numbers. Just knowing your business’s NPS (Net Promoter Score) is not enough. Just like a growth marketer makes use of the data from existing machinery to instil best practices and create advocacy program for the business, CX initiatives should not be limited to the customer support team working in isolation to resolve customer enquiries. Instead of having a retrospective view of the data, customer facing teams should have real-time view of the insights to be able to improve customers’ experience on the go. Real-time insights will also help CX team work cross-functionally with other departments to improve processes.  

Let’s take a bank’s example to understand how real-time insights can improve CX.  

When customers complaint about ATMs (Automated Teller machines) malfunctioning in any part of the country, the customer support team can immediately alert the concerned central team to dispatch technicians and fix the issue in real time.  

When the customer service program of a bank is powered by a comprehensive communication solution that is integrated with their system, delivering real-time resolution to customers' problem becomes a reality.

4. Absence of Personalisation at Scale

Most businesses today struggle to engage their customers with the right experiences, at the right time, through their preferred channels. Without unified visibility of a customer’s journey analytics, businesses struggle to orchestrate personalised experiences.  

For example, when a customer adds several items to the cart from your website, but then exits the website without purchasing the items, you should be able to trigger a follow-up communication chain that’s sent out at pre-set intervals to encourage the customer to complete the purchase.

This can only be made possible by a unified communications platform that provides 360° view of the customer’s journey through your website.

Benefits of Customer Experience Transformation

Apart from making your customers happy, your business can benefit in multiple ways from CX transformational efforts.

1. Better Performance

Transforming experiential processes not only helps to improve customer experience, but also enhances employee experience by laying bricks for collaborative action. Adapting a CX led growth strategy empowers front line employees to build relationship that will convert prospects into long-term customers, and brand advocates.

2. Pivot Productively

Customers' needs and desires are constantly evolving with times. The not-so-short Covid-19 induced lockdown can attest to that. The changing needs of customers brings about a shift in how a business operates as well. CX transformational strategy can help businesses to be on top of their customers’ need and can also help in pivoting business strategy to work towards a unified, organisational goal, instead of following siloed, departmental objectives.

3. Improve Efficiency

Hybrid work culture is the new norm. It is important to understand that traditional call centre approach will not work anymore. For borderless teams, operating from various corners of the world to work cohesively, it is important to be backed by an enterprise-grade CX solution that not only provides a peek into customer journey and interaction data, but also enables team members to collaborate effectively. From transferring customer enquiries between team members without breaking the enquiry chain, to inviting experts onto an ongoing chat or call with customers, the CX solution not only improves productivity, but also encourages teams to work cohesively.

Roadmap To Omnichannel Customer Experience Transformation

By now, you must be aware that customer experience transformation is not a onetime exercise, it is an ongoing process. To help your business drive CX transformation at scale, let us look at how the three pillars of CINNOX provides the much-needed foundation to unify every touchpoint of the customer journey, from engagement to conversion to support.

benefits of CX transformation process

1. Connect Customers with Right Experiences

CINNOX helps to bridge the gap between telecom and digital experiences, by unifying all touchpoints on a single platform. Businesses can create frictionless and contextual experiences by effortlessly switching between social media channels, emails, SMS, video, and phone to adapt responses.

Post-pandemic customers are looking for live human support on their preferred channel of communication. Go further and provide them real-time, humanised experiences at every touchpoint backed by customer intent and sentiment data from a unified dashboard.

Proactively engage with your customers to guide them through the shopping experience on your website backed by CINNOX’s next-gen conversational commerce capabilities.

Here’s how CINNOX empowers you to mine actionable insights from customer data

2. Orchestrate Integrated High-Quality Experiences

Think of CINNOX as a huge ship that is capable of not only ferrying the voyagers (customers) across the vast ocean to their destination, but also ensuring they have smooth sailing experience by empowering the crew on board (your employees) to deliver deluxe customer experience by building one-on-one bond with the customers.

When every customer gets treated as VIP, what do you think happens? They come back for more. CINNOX comes packed with the most flexible smart routing capabilities to help your business direct customer enquiries to the right agents based on automated rules. Businesses can optimise their sales funnel by bridging the gap between various cross-functional teams by breaking down silos, centralising customer data by integrating with existing tech stack, and automating common enquiries to improve efficiency of their workforce.

As complicated as it may sound, businesses can easily connect and orchestrate their customers’ journey on CINNOX without even having to leave the platform. All customer interactions data gets securely stored on cloud.  

A united interface not only helps to centralise data and bring all communications on one platform, but also helps manage omnichannel customer engagement and deliver multimedia experiences.

3. Evaluate and Weigh CX ROI Against Business Values

Mining insights from data is good but leveraging the data for business growth with prompt action is what bridges the divide between insight and action.

CINNOX’s capabilities are designed to help businesses discover trends and patterns that can provide them competitive advantage. Understanding customers’ intent and sentiment by stitching unstructured customer interaction data to create personalised experiences at scale customising their journey through the sales funnel gives businesses leverage over their competitors.

From visualising and optimising staff’s performance in real-time, to customising enquiry labels, and leveraging APIs to enrich experiences throughout the process, the benefits of CINNOX’s total experience solution are not just limited to increasing the happiness quotient and productivity quotient of your employees, but also aimed at reducing operational cost and contributing to the revenue growth.

4. Adherence and Compliance to Data Security

Keeping data secure, private, and safe from breaches takes precedence when businesses decide to digitalise their traditional processes. Currently, many businesses are limited by the strict regulations implemented by the governing bodies on outbound telecom communication services, which impedes their ability to effectively use calls and text messaging services.

As a cloud-based unified communication solution, CINNOX empowers businesses with robust calling and messaging capabilities to connect customers with business securely. While there are many SaaS communication solutions in the market, CINNOX is the only one to offer data retention capability in accordance with the regulatory requirements put in place by the governing bodies of respective industries.

CINNOX’s network equipment is in multiple dedicated data centres that are ISO 9001, ISO 27001, ISO 20000 and ISO 27017 compliant. We use multiple public clouds for better service. Our tier-1 data centres adhere to local compliance standards.

It is important to remember that CX remains any at the heart of every transformational process. Why are the legacy financial institutions around the world digitalising their traditional processes? Why are all the leading brands selling their products online, across multiple channels? Why have the professionals from the hospitality industry extended their CX initiatives to online channels?

Causal Nexus is the answer. What it means is that businesses grow and learn with the ever-evolving customer needs and demands. CINNOX provides you the flexibility to deliver 24/7/365 support, automate repetitive tasks, seamlessly communication with your customers on their preferred channels from the comfort of your unified inbox, and much more.

By subscribing you agree to with our Privacy Policy.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Reshape Your Business’s Customer Transformation Process with CINNOX

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