According to Forbes, 80% of companies believe they deliver “super experiences” but only 8% of customers agree with their claims. Since 89% of companies compete primarily on the basis of customer experience, how many really live up to their own standards?
Focusing on customer experience management (CXM) may be the single most important investment a brand can make in today’s competitive business climate.
Understanding and adopting a customer experience model can improve your business’ overall efficiency, giving you the advantage to disrupt competition and gain market share in your industry.
The Climate Change of Customer Relationships
With today’s communication happening through multiple channels, businesses don’t experience relationships with their customers through just emailing, walk-ins and phone calls anymore. Customers connect using Twitter, Facebook, Instagram, Yelp and other growing channels.
Happy customers are the biggest marketing opportunities and angry customers have a powerful voice due to the reach of these outlets. Many customers now create posts and tag companies to address their concerns and share their experiences. The expectations are high for a fast response from these companies, as many businesses are providing customer support through these mentions.
Customers may be more demanding and they may want problems resolved faster, but in the end they just want to be taken care of. So how do we understand what technology has given us and use these tools to provide that kind of speed and response?
How Technology Improves The Customer Experience
- All communications and information should reside in one place: Omni-channel customer support means little to the customer, they just want to be able to communicate easily. Whether the customer reaches out over live chat, instant messaging or a phone call-the company’s customer support attendee should have full visibility of all interactions to be able to see the customer as one long conversation.
- Technology needs to help teams, not cause further frustration: Customers don’t care who solves their problem, as long as its solved in an orderly fashion. A company may have several teams to answer one question. As mentioned above, the solution is to bring all interactions into one place to help aid in answering the inquiry faster and more efficiently. When teams don’t have supportive and collaborative technology, the customer experience suffers, and the team is ultimately inefficient. Customer service teams that don’t have the proper integration in place allows for frustration to be the norm for both the customer and employees.
- Consistency is key: As a company succeeds, growth follows. Multiple teams with multiple processes come into place to be able to sustain company growth. Unfortunately, if there is no consistency in these processes, there are many failures that follow. Customers may end up talking to different people in different departments, leading to conflicting information and explanations. Confusion, frustration and a loss of confidence will quickly lead to lost business.
An Effective Brand Promise For Success
The customer journey is one of the earliest marketing concepts. It embraces every path traveled by a customer from the moment they make contact with your company, when the purchase takes place and after for further assistance.
According to an article from the Harvard Business Review, companies who invest in their customer experience have been shown to have several advantages over their competition:
- Increased customer satisfaction
- Increased revenue
- Increased employee satisfaction
- Churn reduction
- Efficiency throughout their business model as they discover more effective ways of collaboration between roles and levels
A company can choose its brand promise, but it’s ultimately the customer who decides whether or not that promise was delivered. Technology can provide steady customer loyalty and even viral success but to be able to manage, one must be able to measure. You can hire and train incredible teams, but you must also provide the tools they need to deliver a customer experience that not only meets expectations but makes them want to come back for more. Investing in your customer experience will gain and sustain customers and improve your business’ overall efficiency.