With customer experience continuing to shift at an unprecedented pace, it is making it difficult for brands to tackle them. CX professionals need to know the core aspects of customer experience that will help them to make better strategies and will help them in informed decision making.
Before the onset of the pandemic, many brands still considered digital customer experiences as just nice-to-have. While their importance and influence have been growing in recent years, the full dependency of businesses on the digital platforms forced by the pandemic has brought forth their critical necessity.
Today expect real-time service outside of the schedule and queues of a call center. It influences their decision-making and whether they want to proceed with their customers or not. However, brands delivering digital CX often seem to struggle due to the point technologies that don’t work well together. The severity of the issue only increased with the changing customer behavior that the pandemic has exacerbated.
According to PwC’s “Everything is everything. Get it right” report, over 32% of customers admit that they would leave the brand even after just one bad interaction. This leaves no room for organizations to make any errors. Additionally, an exceptional customer experience drives customer loyalty more than the brand and price combination. This is also leaving brands to double down on innovation for great digital experiences. Meaning, a change in CX can significantly affect the role of the chief experience officer (CXO) and their position among the board members. Integrating the latest technology stack to elevate the customer experience while simultaneously improving their strategies can positively impact their role. Here are three aspects of customer experience that CX professionals should know to stay relevant as their CX continues to grow:
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- Customers’ expectations for today’s CX
The rise in advanced technology and acceleration in digital transformation has made in-person experiences less relevant than ever. Meaning the demand for better customer service will only increase.
After a drastic shift from in-person to digital overnight and continuing with the trend, maintaining trust and transparency with customers on the ground level becomes more critical than ever. This means brands need to make their experiences quick and responsive but at the same time personalized to their customers that many customers still do not receive on their mobile devices. The CX professionals should also emphasize delivering better digital self-service that needs active and two-way communication across multiple channels that integrate with customer systems on record.
By incorporating customer data into CX, CX professionals can create personalized experiences that will empower customers to action or get information for their queries.
- Taking Initiatives
In the past few years, brands have opted to gather surveys that record and analyze customer experiences with the business. While it did help brands in the past to evaluate the effectiveness of their initiatives, the feedback is not enough to compete in the current marketplace. Effective CX leaders should not only focus on measuring and finding areas of improvement but should also deploy customer experience with agile teams that can test and enhance or potentially innovate as per changing preferences of customers. Thus, the CX leaders should create new organizational structures, new technologies and new processes.
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- Knowing how to build a successful CX team
For CX leaders to thrive in their role, they will need to recruit a team of professionals from various disciplines including, design, data science, customer service operations, and IT. This newly recruited team should find CX “hot spots”, access CX data and make trusted CX recommendations across Support, Service, and Sales. Additionally, they require staff members that understand the technology and also have a firm grasp of customer experience. It will bring these new recruits a unique and powerful perspective on how they can integrate those two areas.
The pandemic has brought many challenges that brands would have never imagined. It is not the last time they have encountered them and the way they are engaging with customers. For CX professionals, it provides an opportunity to think about their priorities and understand the various elements that affect their overall growth.
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