Unified Communications: A Customer Experience Strategy, According to Shephyken

In a recent LinkedIn post, Shephyken highlights the critical link between a company’s internal communication systems and its external customer experience. Shephyken argues that the focus for businesses should not be on the communication channels themselves, but on the customer’s overall journey and the ability of the company to provide swift, informed support.

Shephyken begins by stating a core customer-centric principle:

Customers don’t care what communication channel they use to reach you. They care that you know who they are, understand their history, and can help them quickly.

This assertion sets the stage for an examination of how disjointed internal systems can lead to a fragmented customer experience. According to Shephyken, many organizations falter when their communication tools are not integrated, forcing employees to navigate multiple platforms and piece together customer interactions. This inefficiency, as Shephyken points out, results in customer frustration and a breakdown in trust.

The Problem with Siloed Systems

Shephyken elaborates on the negative consequences of disparate communication tools. The post emphasizes that when employees must constantly switch between systems, their ability to access crucial customer information is hampered. This not only slows down response times but also prevents the personalized engagement that modern customers expect.

The author poses a direct question to prompt reflection on this issue:

How many different systems do your employees use to communicate with customers?

This question underscores Shephyken’s point that the complexity of internal tools directly impacts the customer-facing experience. The implication is that a high number of systems likely correlates with a less seamless and more frustrating interaction for the customer.

Unified Communications as a Strategic Imperative

Shephyken’s analysis, inspired by a conversation with Damon Covey of GoTo, positions unified communications (UC) as more than just a technological upgrade. Instead, Shephyken frames it as a fundamental customer experience strategy.

The core argument presented is that unifying communication channels and information empowers employees to serve customers more effectively. As Shephyken notes:

Too many companies make customers repeat themselves because their communication tools don’t work together. Employees are forced to jump between systems, search for information, and piece together conversations. That’s frustrating for everyone.

By simplifying the tools employees use, companies can enable them to provide a more cohesive and personalized experience. This, in turn, fosters a stronger connection with the customer.

Building Trust Through Seamless Interaction

Ultimately, Shephyken concludes that the ease with which a customer can connect with a company and receive support is paramount. Regardless of the initial point of contact—be it email, phone, chat, or social media—a unified approach ensures consistency and efficiency.

Shephyken argues that this seamless interaction is the bedrock of customer loyalty:

The easier you make it for customers to connect with you, regardless of the channel, the easier it becomes to earn their trust, loyalty, and future business.

This perspective emphasizes that investing in integrated communication systems is a strategic investment in customer relationships and long-term business success.