Rewriting the rules of engagement

Recent events have seen many manufacturers pivot to selling direct to consumers but with differing degrees of success. And this is because the D2C model is about more than cutting out the middleman. It’s about taking direct responsibility for delivering both the product and its associated customer experience. Correcting an existing CX with customer journey mapping is one thing, but mapping out a CX from scratch, without initial customer data to work from, is another thing altogether.

Without partnering with an outsourcing expert, building an in-house platform genuinely capable of providing customer support and capturing insights can be a mammoth task and one that can only be completed in stages, and only after customers start engaging with your brand.

What’s more, any form of CX delivery in support of a direct sales model now needs to encompass social media alongside traditional channels such as phone, chat and email.