2020 has been a Googly year. All the predictions, planning and preparations went right out the window. No matter how the world changes, the fact remains that your Customer’s experience depends on your employees’ happiness. The way customers make decisions, from browsing to payments, has transformed. Here are a few thoughts on staying ahead of the curve for customer experience professionals.
CX has so far been all about making things easier for the customers. But 2020 has made ROI the top priority for every professional under the sun. Customer experience professionals have immense pressure on them to demonstrate the effectiveness of their CX strategy. The time frame on identifying the issue and correcting it has shortened drastically. Times like these teach us how to take a step back from the big strategic picture and monitor the effect of common business elements.
A realistic approach to achieving your targets by generating ROI can be critical to ensuring your business’s survival. Customer insight should be used to make changes in complex areas such as customer churn, customer acquisition, and customer grievances. It is important to have a successful strategy for managing customer relationships. Developing a customer-centric approach that delivers the trust that customers need and, at the same time improve your bottom line.
Employee = Customer
Businesses can gain competitive advantage purely by improving employee experience. Happy workforce boosts growth and fuels business, attracts talent, and has a positive impact on retention.
We are, after all, an employee of one organization, and customers of another.
Business is not an island; it is an ecosystem. Customer experience is the responsibility of the entire organization, not just one team, or department or employee. A direct reflection of how your employees feel can be seen in their performance and productivity, which means that it can impact your product quality and the service that your customers receive. The new remote working scenario has put a hold on this until 2021, but while you have time, think big!
The market has changed, and the realities of the present economy are uncertain at best. All that we learned about customers’ behavior has gone for a toss. The way they consume information, the definition of engagement has changed. It is crucial to understand every part of the customer journey all over again. The purchasing behavior indicates whether you are delivering what the customer expected from the product or service. Failing is not an option; your CX efforts need to meet your customer’s expectations if not exceed. If you have a faulty CX program, then it will affect the whole business.
Measure and Act
Too many or too little, most people can’t find the right amount of questions to ask. And once they get the answers to their question, they don’t put it to good use. Customers don’t trust companies that collect feedback, but nothing really changes. Just gathering all the insight in the world won’t do you any good, use it to make effective changes. CX insights should be used by businesses to achieve a holistic approach; every team, department and employee should be encouraged to use these. Most organizations have enough data to make decisions and improve their process, but access is another story. Organizations should supply their employees with the resources and data needed to provide better service to the customer are self-sabotaging. Empower your employee to use insights to aid decision making! Every team needs to make changes based on the data, to drive action that will resolve your customer’s concerns and improve their experience.
Product to Performance
It’s a blessing to have a product that works well amongst your target audience, but that is not enough. It is much more difficult to persuade potential consumers to purchase than to keep current customers.
Customer retention is the bread and butter for many small businesses and also the motto of successful companies. If you study some of the research conducted on this subject, you will discover that businesses that understand customer lifetime value invest in retention strategies. These days it is not enough to acquire customers; you need to keep them engaged and satisfied. These actions help turn your customers into your advocate, and it also gets you repeat business.
So remember to check on your customers.
Customers these days try to resolve the issue using the resources that are provided by the company. When they can’t find a solution, they reach out to you. In a previous point, I shared how your organization needs to have a holistic approach when it comes to utilizing the customer insights and data that you have. When a customer reaches out to you, your customer service executive needs to have all the information related to the customer, to handle the issue at hand. Regular training ensures that customer service executives are well trained to manage the customer’s question.
Customer support and service should not be considered as a separate heterogeneous CX element. It is another trick in the bag used to engage and improve connection with the customers.
Now, what is customer success? As an organization, you must have studies many business cases that your product fits in. However, your customers might not know the different ways your tool can be used. Customer success: Helping your customers achieve their goals and explore what they can do with your product—showing them how your product, tool or service can add value to their organization. If you can save your customers some time and effort, do it we all can use a little help in this busy life. Account managers or customer success managers help customers achieve their goals using your product or service. You can achieve this by having an end-to-end process, right from training to communication; you need to build a relationship of trust.
You can’t improve something without understanding it. To identify the issue, you need to ask questions. Find the reasons and look for patterns, taking a closer look at your process can prevent customer churn, increase loyalty and improve your product by proactively dealing with issues.