We can identify four logical layers that will enable us to create engaging interaction with customers, rather than a purely transactional one. The four layers of CX experience are as follows:
- Interaction layer—consists of front-office applications, including both assisted and unassisted channels.
- Coordination layer—consists of front-office applications that enable seamless cross-channel support, sales, knowledge management, and customer data.
- Order management layer—consists of customer-facing back-office applications that enable order management, order delivery, personalized interaction, offers, and products.
- Order fulfilment layer—consists of back-office applications with which customers usually do not have any contact. Applications in this layer usually support fulfillment, workforce management, and supply chain management:
This logical view of the architecture addresses the four main points that are critical for great customer experience.