A5 Transparency and timeliness are also important to restoring consumer trust. If a company does not quickly and openly address security breaches, it will begin to erode consumer trust which may never be regained. #CXMchat

Simplify Creating and Managing Customer Communications topdownsystems.com/resources/blog… via John Zimmerer

Maintaining Consistency Across Multiple Channels With CCM topdownsystems.com/resources/blog… via John Zimmerer

Move the Customer Smoothly Along Their Journey with CCM Automation topdownsystems.com/resources/blog… via John Zimmerer

Hi, everyone! I'm John Zimmerer, senior director of marketing for Topdown. We help companies modernize their customer communications. Glad to be with you today to chat about digital trust! #CXMchat

A1 What we know is that during the COVID-19 pandemic, customers moved to digital channels, not only to make purchases but also to research products and services. Any journey that had included an in-store or in-person component was impacted. #CXMchat

A1 We also saw an increase in cross-channel behavior, particularly as customers moved from researching to purchasing products and services. Responsive HTML and mobile-optimized websites played key roles. #CXMchat

A2 Yes! The hand-off between channels, particularly from email or SMS to web, email or SMS to app, and web to app. Also “moments between moments”. Think progress updates (e.g., there were lots of shipping delays due to COVID-19 and weather). #CXMchat

A2 Keeping customers informed—and managing expectations—in a timely and relevant (i.e., correct) manner became even more important. Automating the creation and delivery (e.g., by using CCM) to keep up with the increased volume was paramount. #CXMchat

A3 Yes! The research shows that exception handing—especially communicating any change to an order (e.g., the product you ordered is not available) or delivery (i.e., change of date)—became hugely important! #CXMchat

A4 Easy: Increase your empathy. It’s trite to say “put yourself in your customer’s shoes” and it’s not enough to map customer journeys. Businesses need to go through and evaluate their customer journeys as a customer would. #CXMchat

A4 Most businesses are highly susceptible to switching. The CX research on this is very clear: If a customer has a bad experience trying to get what she wants or needs from you, she will go elsewhere. And she most likely won’t come back. #CXMchat

A5 Two very different questions, neither of which can be properly addressed with broad strokes. The short answer to both is: it depends. It depends on the business/industry, on the journey (e.g., purchase or service), and the segment. #CXMchat

A5 Acting on the data in real-time requires the right mix of integrated technologies. You might look at journey orchestration software, customer data platforms, digital experience platforms, and CCM software. #CXMchat

A6 This is another broad topic that needs its own Tweet Jam to fully explore. But I’ll connect some earlier points. First, increase your customer empathy. Second, invest in the right technology. And last, be agile. #CXMchat

A6 I’ve (We've) already addressed empathy. By agile, I mean in your design and your execution. Be able to incrementally improve very small parts of journeys (e.g., a single communication). Be willing to experiment and fail. #CXMchat

A7 The shift to digital engagement technologies. Not letting “perfect” be the enemy of “good” (enough). And customers’ low tolerance for failure within customer journeys. All of these will endure. #CXMchat

Thanks CMSWire.com, @siobhan__fagan and fellow jammers for another great discussion. As always, I’ve had a great time! #CXMchat

Thanks for following, Ryan Lunka. I enjoyed chatting during the Tweet Jam. Sorry for the delayed note. Just got back from a long weekend in the mountains, away from social media.

Thanks for following, Jonathan Moran! It was nice to e-meet you at the Tweet Jam. Hope to chat again.