“You can't just ask customers what they want and then try to give that to them. By the time you get it built, they'll want something new.” — Steve Jobs.
Steve Job’s iconic words still hold true as the world grapples with digital transformation and a new, hyper-aware set of customers that know exactly what it wants and cannot wait for it. The reason why contemporary businesses focus so much on a robust digital customer experience (CX) strategy as it has emerged as one of the key differentiators to stay ahead of the competition. Customer experience in India too has come a long way with more sophisticated tools, systems, and service providers in the market.
In the new normal, however, brands that have crafted unique, omnichannel strategies to create compelling and seamless customer experiences are winning. So, how can enterprises create top-notch customer experiences in 2022 or leverage the best CXM services in India?
A superior customer experience could mean different things across various industries and sectors. It may mean free shipping and easy returns on an eCommerce shop whereas free parking and safe shopping measures in a brick-and-mortar setup.
That’s why brands must begin their CXM journey by narrowing their focus to the things that really matter. For instance, which aspect/s of the customer experience will matter the most and which aspect will the organization manage with the best rigour. Additionally, it is important to identify the ideal benchmark of quality that equates to customer satisfaction or even delight.
By narrowing their scope and answering key questions about the ideal customer experience, businesses can create a set of core journeys. This is a list of the key customer experience journeys around which the brand can design its most thorough and detailed regulation. Start with the journey that is intuitively the most important and build your customer experience system around it.
A journey blueprint is a visual depiction of what customers want, think and feel within the ideal use case scenario. A well-oiled CXM system leverages these customer journey blueprints in every way possible. Team leaders use them to orient new hires and coach their customer-facing teams. Product, design or development teams leverage the blueprint as a prototype for governance.
Customer Experience management is all about the emotions. A guiding principle that’s good to have for any organization is the feelings they want to evoke in the customer’s experience with the brand. Your brand’s identity, mission and values can tie in with the desired experience. These values are often translated into promises that underpin the CX in terms of what they can expect from engaging with the brand. Typically, these are positive emotions that draw the customer into a closer relationship with the brand. For instance, Harvard Business Review laid out the results from a retail case study where the emotion-powered customer experience strategy led to better emotional connect, increased retention, improved customer advocacy and an increase in same-store sales growth by more than 50%.
Customer experience services in India often start by structuring the customer touchpoints for a business. Touchpoint analysis is an important stage that looks at ownership across the brand to ensure that the experience is consistent and seamless across all the touchpoints. This often needs analysis and restructuring of the processes to deliver the ideal customer experience that generates the desired emotions.
Research by Bain & Company shows that 80 percent of companies think they are providing outstanding customer service. However, only 8 percent of customers tend to agree. While asking for customer feedback is the best way to bridge this gap, there are several ways to listen to your customers and gain insights into the customer psyche.
Businesses are leveraging a range of tools and systems to quantify and measure customer satisfaction. From the voice of the customer programs, net promoter scores (NPS), to customer satisfaction surveys and questionnaires, there are multiple ways to monitor CX quality and act on the red flags.
Both post-interaction and real-time feedback are important to get a handle on the customer experience. Similarly, with the evolution of social listening and monitoring tools, brands can review the overall social sentiment of customers.
For instance, L’Oreal uses social listening for product improvement and forming strong bonds with customers. It leverages social listening to focus on current conversations while adapting and tracking in real-time.
In the age of the digital customer, no CX strategy is complete without the right tools or technology. By leveraging the best CXM services in India or customer experience platforms in India, you can engage with your key audience across channels in a single place, improve the journey by leveraging automation and quick response, reduce churn with predictive analytics and last but not least offer a greater degree of personalization. In fact, research shows that 80% of customers are more likely to buy when businesses tailor their experience.
Post-pandemic the role of a contact centre has become more central to the customer experience. In uncertain times, customers are more likely to contact call centres or support centres. A contact centre may be the most important touchpoint for a brand with full responsibilities for inbound customer interactions. The contact centre is also crucial for businesses to collect information to apply analytics in other areas of the business.
Any brand’s customer experience strategy is a work in progress. In today’s landscape dominated by digital transformation and savvy customers, brands need to adopt a continuous improvement process that allows them to identify, measure, optimize and repeat. CX services in 2021 go far beyond a box-ticking exercise and when done right offer an opportunity to improve customer loyalty and retention.