Customer Experience needs to be totally rewired for the digital age. Organizations need to take an outside-in approach in understanding customer interactions, invest smartly in digital channels focusing on impact, become data-driven and mesh the physical with the digital to create a continuum of experience.
There are 4 basic actions to be executed:
1. An Outside-In Approach: Perform a forensic understanding of customer interactions and pain points across all touchpoints.
2. Smart Investment in Digital Channels: Focus on impact rather than the size of digital investment.
3. Data-Driven Insights: Using Big Data analytics to enhance understanding of customer behavior, preferences, and motivations.
4. Seamless Meshing of Physical and Digital Experiences: Amplifying the physical experience with digital technologies.
Getting customer experience right is a journey. There is no secret recipe for getting it right the first time. Organizations need to invest in people to develop an organizational culture around customer experience. It’s necessary to roll out a new management style that distributes the authority of leadership to influence various decisions. The future of customer experience lies in the development of systems to better understand the causal effects of customer happiness and the predictive value of customers. Our customers today come highly empowered, armed with significant information. Any customer experience strategy should be based entirely on the customer journey. It is critical that organizations look beyond their own industry as they seek to create the most compelling experiences for their customers.
Those who don’t know how to build a good user experience, understand data analytics, and present product and service content in the best way possible, are just going to miss out in the future. The dynamic of word-of-mouth from people with a strong reputation to other customers is another variable that could really change the economics of a company’s customer experience efforts. Communities enable customers to interact with the organization directly and this level of engagement fosters customer loyalty.
Data says:
· Customers expect a response within the hour.
· Organizations are experiencing massive disruption in their brand and customer experience building efforts over digital.
· Companies are finding it difficult to figure out how to take advantage of all the data from interactions with customers.
· The role of the organization is shifting from that of a promoter to that of a curator and enabler of conversations.
· Companies need to build trust by being in a conversation, not telling customers what to do.
· Less than half of organizations have a company-wide program for customer experience, and only 30% have a dedicated budget to fund the transformation.
In the digital world, everyone has a voice and customers influence each other’s judgments. While companies cannot control what people say to one another, they can control their narrative or their message at its origin. You will succeed when you make your customers successful.
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