What's the first thing that comes to mind when you see the word 'holistic'? Is it holistic medicine or maybe holistic care? For me, it's Dirk Gently's Holistic Detective Agency. Sure, it's a bit odd of a comparison when trying to explain holistic CX, but stay with me here.
When people think of the term holistic, many might not think of it in a business context, even though it's not a new idea. Is it just another term that's considered a 'buzz word' to use at events or is it actually an important concept to think about when designing a customer experience?
"I see the solution to each problem as being detectable in the pattern and web of the whole. The connections between causes and effects are often much more subtle and complex than we, with our rough and ready understanding of the physical world, might naturally suppose."
- Douglas Adams, Dirk Gently's Holistic Detective Agency
In Dirk Gently, 'holistic' was defined, to the main character, as the "inter-connectivity of all things". It's about looking at the bigger picture. When it comes to CX, it's a very similar concept. You cannot have great customer experience if you do not look at all the avenues and immediate needs, but you must also look at it as a whole.
I have empathy with marketers who are in this situation because they feel a need to address the more solvable problems now. However, the broader CX challenge needs to be taken on.
- Thom Gruhler, CEO at Fjuri
There's a reason why even though there are 3 pillars (People, Processes, Platforms), they all have to work together, not separately. You cannot upgrade your internal platform without also looking at how you can improve the external processes. They're all connected to make the customer experience well-rounded and to ensure that the customer relationship is continually nurtured.
The best thing about integrating a holistic approach into your customer experience is being able to truly give your customers moments of joy. 66% of B2B customers have left a brand because of poor customer experience. Are you doing everything you can to deliver great CX? Take a minute and read "Delivering Customers Moments of Joy" to learn about the role CX plays in retaining customers and driving revenue and how it comes to life from inside and outside the organization.