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Customer Experience at the Point of Contact

A solid Customer Experience (CX) strategy touches on many different aspects of the customer journey.

Shane Cook
Shane Cook

A solid Customer Experience (CX) strategy touches on many different aspects of the customer journey. The digital experience (according to Customer Strategist Journal ) comes down to how well the strategy addresses the following:

The thought process laid out suggests that that if we address these areas for the customer, we are well on our way towards creating a comprehensive CX strategy.

Is there more to think about? YES! These 6 areas of the digital experience provide a great foundation for organizations that are taking a serious look at their CX strategy. And in today’s digital environment, it’s an essential exercise for those organizations that want to excel and win the customer’s admiration.

The digital experience architecture is what allows the interaction to take place – and on the customer’s terms (which is fantastic!). It lays out the vehicles which lead us up to, but falls short of, reaching the ‘Razor’s Edge’.

Ultimately, and regardless of the customer’s preferred communication channel, there is an expectation that an interaction will occur. The customer is trying to resolve “x”. It’s the point in time where the ‘rubber hits the road’, so to speak.

For most organizations, the Contact Center introduces the human element into the equation. And while the Contact Center is often both provider and beneficiary of the digital experience strategy, it’s still operated by agents that facilitate human interactions.

In some ways, the digital strategy outlined can be interpreted as one-sided. It focuses on providing a seamless experience for the customer.

But as we know, 1-on-1 communication that happens in the Contact Center arena requires both parties (agent & customer) to be properly equipped in order to make the customer’s experience truly effective and delightful.

If an organization lacks the proper strategy to account for and equip the agent to seamlessly act upon the interaction request, the best digital strategy (focused on the customer) runs the risk of falling flat.

Contact Center agents have a herculean task to accomplish. They must quickly understand the nature of why a customer is contacting them (regardless of channel), decipher the best path to resolution, perhaps acquire ancillary information from the customer, upsell, cross-sell, return, exchange, etc. – all while doing it as quickly as possible and ideally without having the customer wait!

Therefore, in preparing a comprehensive digital CX strategy it behooves any organization to include a strategy that properly equips the Contact Center agent as well.

Important components to the Contact Center strategy should consider:

In an ideal scenario, the benefits of including an Agent viewpoint while creating the Digital CX strategy will significantly enhance the customer’s experience when they have reason to contact the organization.

The side benefits are multiplied when we consider that our Agents are better equipped, unbound by the customer’s channel preference and can be equally nimble in their response times. In addition, there’s a high probability that the Agents will reach higher levels of proficiency more quickly!


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