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Optimizing the Customer Journey and Improving the Experience: DSCX WG in Action in Bern

Thursday 15 March 2018   (0 Comments)
Posted by: Michele Lalic

The ETIS Digital Sales & Customer Experience Working Group gathered for the first time this year in Switzerland, from March 8 - 9, at a meeting kindly hosted by Swisscom.

­Optimizing the customer journey and improving the overall experience was, as the group name suggests, the key topic on the overall agenda. This time, we focused on omnichannel-in particular the real-time seamless shift in channels. The moments of engagement, relevancy of the content based on the time, place, context and target is something that all companies are focusing on. Furthermore, the simplicity of the processes for the customers during their interaction with companies was analyzed. It seems to be a challenge as not all Telcos are yet where they would like to be.

As May 25th is fast approaching, a roundtable on data privacy and GDPR was inevitable. Some of the key questions regarding the impact on operations, business intelligence, marketing and customer care were addressed. The area of opt-ins, consent and approval were some of the main challenges.

Real use cases and demos are always popular items on the agenda. This time, the subject of website personalisation was addressed. We looked at the different levels of personalisation, the ways of identifying the customer and the grey areas that present a challenge to everyone.

Aside of the major themes, the importance of communities and human content was also discussed. Futhermore, for the first time, the Digital Sales & Service Roadmap exercise was conducted. This will serve as a tangible overview of the subject area and will be updated regularly and help to steer the future meeting agendas.

The Swisscom shop visit on Friday morning was also a nice and interactive addition to the meeting.

For more information on joining the ETIS DSCX WG, contact Martin Hrdlicka at


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