AFAAQ / Industry / 06
Customer Experience
Every channel converging on one conversation and one operational record.
Operating pressures
Every channel converging on one conversation and one operational record.
- Four channels converge on a single conversation layer
- The record, automation and analysis hang off the conversation, not the channel
- A customer arriving twice through two channels is still one customer
- Intelligence reads the same conversation the operators do
System shape
Convergence, then divergence.
The customer experience model converges first and diverges second: several inbound channels reach one conversation layer, and the record, automation, analytics and assistance hang off that layer rather than off the channels.
Getting the convergence wrong is the common failure. Four channels with four histories is four systems wearing one brand.
AFAAQ / System modelCustomer Experience — convergence
- Customer
- Social
- Voice
- Web
- Conversation layer
- CRM
- Automation
- Analytics
- AI assist
- ▣Core
- ▭Domain
Context