July 5, 2021
A brand’s success means it has met or exceeded customer expectations through:
Digital transformation has changed the definition of user experience. It has opened up new ways to stand out among competitors and deliver great CX over the years.
In this blog, we will discuss in brief five building blocks that create a strong CX structure. They are:
Today a large number of customer journeys start on digital platforms. Customers want easy access to product details, customer support, and account information. They also expect speed, security, and personalisation. The ecommerce sites and apps give customers the first and lasting impression of a brand.
On the other hand, digitization helps businesses hear customer voices across all channels and touch-points without depending on guesswork. They can prioritise actionable strategy, create interdepartmental transparency, and reduce silos by making the whole organization responsible for a great user experience.
Measurement and tracking methods, including opt-in and intercept data collection, session replay, behavioural heat maps, and usability expertise help in determining marketing outcomes. The analytics with artificial intelligence (AI) and machine learning (ML) helps pinpoint success, shortcomings, and take corrective actions.
Digitisation has increased competition among businesses and therefore, organisations need to respond quickly to their mistakes or poor service to their customers. For this, the CX frontlines must have the right information at the right time to act intelligently. Voice of Customer (VoC) from multiple inputs can be synthesised and help generate automated alerts and insights to quickly route information to correct employees (as per location), contact centre agents, or digital teams. For example, Uber uses this to route nearby drivers for pick-up. Further, automated, real-time, and AI-powered insights are sent through email, text message (SMS), or in-app alerts reducing manual analysis and response time.
To scale up customer understanding, listening programs yield better results than surveys. Customer voice on social media or chatbots is unstructured data that holds vital insights to improve customer experiences. As part of VoC program, use speech and text analytics to listen to customers and mine interactions for emotion, satisfaction, and competitive intelligence.
Today customer engagement is mostly omni-channel. Businesses need to connect with customers where they are. According to one study, by Retail Dive, “29% customers browse and shop online, 25% shop on mobile, 42% shop at brick and mortar stores, and 10% shop through voice to conduct research.”
Omni-channel VoC platforms help open perspective and offer a holistic view of the customers across all touch-points. It also helps formulate key performance indicators (KPIs), corrective actions and share the information across the concerned departments.
Insights on cause and effect relation help make correct decisions. Digital solutions provide website and mobile app design/capabilities suggestions for boosting business opportunities. Besides, organisations turn to predictive and causal data models to show what action will yield which result to create excellent customer journeys.
A business must create the key performance values: aspiration and purpose, business transformation and establish a critical enabler within the company.
Digital Business People business intelligence solutions are tailored and accelerate your decision-making by identifying market trends and analysing consumer behaviour. The right BI solution will also help you understand your business’ strengths by optimising actionable data to make informed decisions.
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Interested to discuss more, please feel free to contact the author at email@example.com
Ashish has almost 30 years of industry experience in a wide range of business solutions primarily focusing on end-to-end customer experience management. He is the founder and CEO of Digital Business People (DBP), an omni-channel customer experience management company headquartered at Singapore with it’s development and delivery centres in India.