You might think that Customer Experience is just a trend or a buzzword. However it is a very real and very important part of your business. Customer Experience, or CX, refers to how a customer feels about a brand or company based on their experiences with it. CX managers and departments responsible for creating an optimal Customer Experience Strategy are tasked with ensuring customers have positive experiences with the company. Whether through purchasing a product or service, receiving support for their purchase, or being engaged by marketing or advertising initiatives.
Due to the rise of seamless, on-demand services delivered by the likes of Apple – consumers have become used to interacting with brands in a certain way.
Research from Salesforce tells us that 75% of people now expect a consistent experience wherever they engage with brands – be it through social media, mobile, or even in person. Immediacy is also in demand, with 64% of consumers expecting companies to interact with them without delay.
Customer experience will overtake price and product as the key brand differentiator. A good example of this is Amazon, where the delivery and convenience often acts as a driver for the products themselves.
Younger generations are said to have the highest expectations of all. Taylor Schreiner, Director, Adobe Digital Insights said:
“You can see this expectation that technology will provide great experiences in some of their survey responses. For instance, about half of people under 35 would rather engage with a computer than a human when interacting with a brand. Older groups much more clearly want to talk to real people and expect interactions with people to give them better experiences.”
Millennials tend to be more self-efficient than older generations and want to figure out things for themselves. Therefore having resources such as FAQ’s, trouble shooting forums and online chats etc.. is essential. This allows them to help themselves and to do it quickly and efficiently for both the customer and the company.
Lack of employee knowledge and training is the number one obstacle keeping companies from achieving their CX goals. Untrained employees cannot produce a high-quality product or service. If they also lack adequate knowledge and skills to provide satisfactory customer service, this combination results in dissatisfied customers. The company will experience declining sales if dissatisfied customers choose competitors who can provide quality products and appropriate service.
The truth of the matter is that most businesses have not invested in gathering the data that they need to provide adequate customer service. How can you improve something if you don’t have access to the current data? A lack of data is one of the most limiting things that teams can experience when it comes to innovating customer experience.
Similarly, without the right data, you never know if you’re getting better: 57% of people report being unsure or not having enough knowledge of what to measure in order to indicate their customer experience strategy is getting better.
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