In the digital era, customer experience is one of the most important factor in positioning of the business in the industry. As per the industry analysts, businesses that emphasize on offering better customer experience, lead by earning 4%-8% greater compared to their competitors. According to Temkin Group, a leading CX (Customer Experience) research firm, customers with good experience are prone to repurchase the products 3.5 times more than others. Not only repurchase but the customers are also likely to recommend the brand to their near ones five times more than the others. Before knowing the facts by which the companies can offer better customer experience day by day, we must delve into the question “What is customer experience?” What is customer experience? The best definition of customer experience is “the impression a customer leaves with the brand across every stage of purchasing a product.” For instance, are you satisfied with the performance of the product you purchased? Or, are you very pleased with the support the representative gave you? These are some general scenarios by which you can define customer experience or CX. What does a business need to improve CX or customer experience? Right now, in this technology-driven world, businesses cannot be improved without three factors – consistency, speed and efficiency. These three can be gained altogether by only the way of technology. Customers can now research the products online by using their device, compare the quotes and also finalize the sales online. Without technology, these things cannot be achieved anymore. Are you monitoring the customer experience with the each technology deployed? Website: Websites play a major role in increasing the value of a business. This is the place where customers get to know everything about a product. Is your product/ services USP clear on website or is it all over the place? Are you working on the bounce rates? Is your website engaging enough? How many pages of your website does a user visit on an average?
What the Technology & Marketing leaders are doing to enhance customer experience?
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Email: By email, a business can integrate the CRM with customer support software to quickly
convert requests into tickets, respond to user info and their queries. Can you answer what is
the open rate of your email campaign? How many leads it generated?
Social Media: Being one of the major customer service tools, social media manages to quickly
respond to the complaints and unresolved issues. What is TAT for a customer complaint on
social media? Do you give it a unique complaint nbr? Ignoring social media complaints can be
road to disaster.
Live Chat: This is AI-based real-time chat support on a website that deals with the customers
and their respective queries about a product. According to a study, live chat has become one of
the successful tools in enhancing the customer experience for a business. Are you still relying
on call centers?
AI-enabled Feedback Forum: Technology has revolutionized every industry way better than
expected. Companies now have a respective forum, which is AI-enabled, can deal with the
customer queries instantly. This way, customers are now able to experience self-service and
this also helps in reducing the time. Also, AI helps you to showcase products matching the
customer preferences and not what is available. Are you using this facet of technology?
If not your competition will beat you sooner or later.
The Bottom Line:
Nowadays, technologies like Artificial Intelligence, IoT, Big Data, Analytics are creating a major
impact on improving the customer experience for a business. Businesses are also focusing on
the enhancement of the technologies to gain more profit leveraging the customer experience.
To be precise, as we know, for a business or brand, the customer is the main factor to drive the
system in a forward direction.
Which solutions the CIOs, CTOs & Marketing leaders are using to enhance customer
experience?
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