Digital transformation is certainly taking the world by storm these days. With a myriad of activities and aspects associated with digital transformation, customer experience acts as a key component. In fact, most of the digital initiatives surface from pain points, business/innovation needs and growth imperatives on the customer side of the business.
Elevating customer experience leads to improved loyalty, user satisfaction, consistency in buying and referrals, thus reducing churn rate and increasing revenues. Studies show that 80% of consumers today are ready to pay more for a better experience.
However, businesses will be able to derive the true value of customer experience only when they broaden their focus and take steps to enhance the end-to-end customer journey rather than putting a siloed emphasis on individual touchpoints. Organizations that fail to manage the cross-functional and end-to-end customer experiences can prompt a deluge of negative consequences including customer defection and lost sales.
To attain the organization’s goal of delivering excellent experiences throughout the customer journey, the CX professionals must rethink their strategy. Here are 4 recommendations that might help:
Spend time trying to understand what your customers are trying to accomplish and how does your approach help them in doing things better than their competitors. Journey mapping does play a critical role in discovering the disconnects and overlaps that are preventing you from delivering exceptional customer experiences. Make sure that digital is an integral part of your overall customer experience strategy.
Analytics is a powerful tool that aids in tracking a user’s journey at every single step. You can easily develop a strong analytical framework of what your user does by tracking the sources from where he visits your website, the pages he gets into, duration of stay on a particular page and so on. You can easily know who your customers are, how they behave and what kind of experience they desire. This will help you in making your digital tool contextually intelligent and personalized.
Organization silos is one of the major obstacles to customer-centric success of any business. An omni-chanel approach is a synchronized operating model in which all of the company’s channels are aligned and present a single face to the customer. It enables customers to interact with a brand whenever, wherever and however they want across all channels. Omni-channel engagement allows each customer’s journey to continue where it left off irrespective of the channel, thus delivering seamless, consistent and personalized customer experiences across all touch points.
All channels represent some level of importance to your customers be it social, live chat, email, mobile apps or SMS. Businesses should leverage all the channels to never let go of any customer at any cost. However, if a company for any reason is not in a position to apply the full scope of options, then it must identify the channels that are most critical to their business based on their target audience and the nature of customer relationships.
By putting these tips to use, you can create a digital customer experience that is tailored to your customers and keeps them coming back for more.
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