2 thoughts on “What is a seamless experience?

  1. I think that a truly seamless experience is slightly more than this. It’s not just about not repeating any of the steps, but also being able to very easily and effortlessly transition between channels. For example, without a lengthy and cumbersome customer identification step. Spotify and Evernote are nice examples of this. They just quietly continue on from where you left off when swapping between channels (e.g. desktop to mobile). It’s something that very few bricks and clicks organisations do well, usually because the bricks (i.e. highstreet) part of the organisation is quite separate from the clicks (i.e. online) part of the organisation.

  2. I agree – it is indeed more! The transition should be simple – and I think that the complexity is driven by organisation not having the systems or processes in place to easily recognise customers and remember the state of their last interaction.

    Be it channel, device, time, individual person – we are throwing information down the void between interaction points, and forcing customers to do the work for us to replay that information!

    You are spot on – this is driven in no small part by organisation design. Traditional organisations grew, to the side of the ‘main’ business digital teams, to grow online as a sales channel. This leads to a culture of a separate business, different vision, different (customer) strategy, different objectives etc. Often resulting in the online channel competing with the offline channels!

    And, at the end of the day, all that happens is that the customer experience gets left behind and customers need to put the work in to transact.

    The whole seamless thing needs to start, or be addresses at, a cultural and organisational design level in my opinion. That’s hard – but that’s how companies will win and be able to fend off competition from new entrants, and be nimble enough to adapt in a rapidly changing environment.

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