All ContentBuilding a Customer Experience Strategy
Building a Customer Experience Strategy
Customers
Prefer Self-Service
So Give it to Them!
In study conducted by Gartner, world leaders
in information technology, they predicted that
by the year 2020, the customer will manage
85% of their relationship with enterprises
without ever interacting with a human.(2)
That same study showed that by 2017, 50%
of consumer product investments will be
redirected to customer experience innovations.
The implications for your company are clear.
People want information and they want it faster
than humans can provide it to them. Even your
highest performing virtual service agents can’t
know all the answers, all the time. In the time it
takes to consult a manual or ask a supervisor,
you may have just lost a customer. There’s just
a small window of time between that moment
when a potential customer stumbles upon your
site and when they navigate away because
the information they needed wasn"t readily
available.
And the flipside - The faster, more accurate,
and seamless your customer’s experiences with
your company are, the more they will reward
your business with referrals, recommendations
and return business. When your customers
feel like you really understand them and their
needs, you’ll know it.
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A Consistent Customer Experience
Spanning the Digital Channels
Businesses that are slow to invest in improving the customer experience may also
be relying on out-of-date information systems and technology infrastructures. The
result is an inconsistent, impersonal and disconnected experience across different
touchpoints and channels.
As a business, you need to focus your efforts on making each and every encounter
equally positive. Today we can connect with our customers via any number of digital
channels, including web-based, mobile, or interactions over the phone. Regardless
of the channel, the customer’s experience should remain the same. Understanding
this is one thing, implementing it is quite another.
How to Create a Single View
of the Customer
Studying your customer is critical to understanding his or her experience with your
company. By extracting insights from various touchpoints and channels they have
interacted with and have used to communicate with your organization, you can begin
to understand a lot about each person and what makes them tick.
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