Customers nowadays have the flexibility to go wherever they want. They will go where they believe they will get the most value, not just in terms of pricing, but also in terms of their perception that the people and organizations with whom they deal with, genuinely care about them and their needs. Today’s businesses are rapidly recognizing that focusing on customers provides them a competitive advantage.
Customer experience is undeniably crucial in attracting customers and differentiating a brand from its competitors. However, according to Adobe’s 2021 Digital Trends report, there is a lack of CX prioritization among mainstream company leaders (30%) when compared to CX leaders (12%).
With the competition for winning consumer loyalty becoming fiercer, brands will have to make tough decisions to ensure that their customer experience strategy can help them succeed. Here are some questions that business leaders can ask themselves in order to gain a competitive advantage in customer experience.
What is the company’s vision for the customer experience it wants to create?
Many businesses begin purchasing technology solutions before they have a clear idea of what they want the technology to do. As a result, it’s critical for businesses to know who their target market is, what actions they want customers to do, and what an ideal customer experience looks like.
Companies should outline their customer journey from beginning to end, identify the pain points they need to address today, who they want to collaborate with, and plan for the coming year and beyond.
Also Read: Why CMOs Should Own the End-to-End Customer Experience
What is the plan for cloud adoption?
The inevitable transformation, the adoption of digital tools and using the cloud for business processes streamlining is no longer merely a strategic decision. Cloud-based business models provide a number of advantages, including increased business continuity, operational stability, agility, and productivity. This move is not even a choice any more. Today, companies only need to consider how they want to get there and how they want to do so it. The transformation needs to be focused on only one thing – creating a way to delight customers with a cloud transformation strategy.
What is the digital foundation for excellent customer service?
To ensure that a company’s customer experience management program is richer and more data-driven, it requires a high-quality content management system. With one in place, the marketing team will have more time to focus on its primary business delivery with this in place. With very smart martech available today, companies need to identify the best fit to enable a great customer experience for their product.
What additional technologies are companies going to invest in to provide more engaging consumer experiences?
Business leaders need to seek out new tools that will assist them in providing the appropriate experience to the right customer at the right time.
According to Adobe’s 2021 Digital Trends survey, personalization is the emerging capability that would make the most difference in improving the customer experience for 46% of B2C leaders and 35% of B2B leaders, making it the top choice in both sectors.
B2C leaders ranked “video to improve brand engagement” second (28%) after “artificial intelligence and bots” (22%) and “virtual or augmented reality” (20%), IoT-connected devices (26%), video (24%), and VR/AR (24%) piqued the interest of B2B executives.
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Leveraging these technologies to create omnichannel experiences
Brands should focus on the client journey they want to create, and ensure that every aspect of their operations it is aligned with it, ensuring it will help acquire, convert, and retain customers.
According to the Adobe survey, 63% of B2C leaders and 57% of B2B leaders observed an extraordinary increase in digital customers in the previous year, with nearly half of all respondents reporting unusual purchase behavior from existing customers.
Therefore, in order to establish consumer loyalty, organizations should be able to use customer data to provide relevant experiences in real-time.
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