Providing a consistent experience across multiple engagement channels is a key focus for companies. It is also a way to ensure that employees, business partners and suppliers have a unified view of interactions.

Customer experience has been the most visible and important “experience” initiative to date. According to the International Data Corporation (IDC) 2015 Experiences survey, 81% of respondents use customer satisfaction surveys to measure the customer experience with their company.

Yet many organisations are wrestling with the interactions they deliver versus the technology that has been put in place to “manage” these interactions. And when it comes to employees, 69,4% of companies do not measure their experiences at all. These “experiences” can incorporate prescribed business processes, corporate strategy, business impacts, and perceived challenges.

Training and hiring are critical to delivering excellent experiences across customer, employee, partner, and supplier. However, it is a continuous challenge for many organisations. As the nature of work changes and business processes become more ad hoc, training employees to manage exceptions, while at the same time delivering seamless interactions across multiple engagement channels, will become increasingly complex but essential.

“The pressure to deliver differentiation as a means of competitive advantage is a critical driver for the changing nature of experiences across customers, partners, and suppliers,” says Vanessa Thompson, research director: Enterprise Social Network and Collaborative Technologies at IDC.

“The ability to link customer experience, workforce, commerce, business networks, and innovation together in order to deliver a holistic view of digital and social transformation is at the epicentre of the differentiation and can more appropriately be termed business modernisation.”