Consumers demand more from their digital-first experiences, and businesses are fighting to keep up. To meet this demand, companies must step up and provide sophisticated, innovative self-service solutions that do not frustrate customers. In the post-pandemic environment, every self-serve channel must contribute.
Customer expectations have shifted in the last two years, requiring brands to become more customer-centric and integrate the physical and digital worlds. Those shifts and behaviors will persist as a result of this, and companies will need to consider the digital journey and how the digital and physical collaborate. From digital to physical, it’s all about meeting the customers where they are.
Businesses that were already delivering a digital-first experience were significantly better prepared to switch to digital-only. Customers want fast, seamless, and frictionless digital experiences, and as preferences vary, so does the way customers talk about the services and companies they trust.
Also Read: Good Data Privacy Practices is Key in Creating Excellent Customer Experiences
Here are three obstacles that businesses must overcome to provide an exceptional digital-first consumer experience:
Not Enough Insights
The importance of connecting data in consumer and employee experiences cannot be overstated. Businesses will see the consumer beyond a single engagement when they link the data gathered across channels. They can then reduce both customer and employee effort. They can leverage technology that allows their frontline workforce to see connected insights in real-time, allowing them to improve Customer Experience (CX) and deliver significant outcomes.
Companies must address one data blind spot: a siloed channel strategy. Is it marketing, service, or a combination of both? These groups are gathering data on their specific segments of the digital journey, but businesses require tools to view across these segments. They must also link their channel strategy to connect the journey and the journey data. Composable CX platforms and APIs allow businesses to build the infrastructure needed to connect these journeys quickly.
Companies can also utilize data to isolate precise instances that halt journeys to reveal issues such as the risk of customer churn and possibilities to improve journeys by addressing any issues discovered.
Also Read: Four Typical Customer Experience (CX) Missteps to Avoid in 2022
Excessive Complexity
Another factor that hinders the capacity of a brand to develop seamless interactions is complexity.
Inefficiencies are created when agents log in or out of different systems to fix the same issue. Companies should implement technologies that provide agents with improved access to the information they require – all from a single point of contact. Furthermore, companies must leverage Artificial Intelligence (AI) to help their agents with tools such as real-time training and recommendations for next-best action and help employees such as bot authors who are critical to the self-service part of CX.
They can simplify CX by allowing customers to self-serve. They can also minimize complexity by providing agents with the information they need — when they need it — to increase the efficiency and personalization of consumer encounters. Improving CX by giving frontline employees and customers AI-driven data access is critical.
Digital Adoption Is Slow
The current talent war and the necessity to rethink employee engagement and retention are two points to consider. One method to solve both is to ensure that employees enjoy the same technology experiences at work as they do on their own devices.
In a world where most customers believe a company is only as good as its service, brands must organize around the customer, engage the workforce, and supply both with contextually relevant information in real-time. This can only happen if a company’s culture is founded on empathy for both employees and consumers.
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