CXREFRESH, Customer Experience, Global CX

In the light of the fact that  customers are becoming more demanding and comparing different companies against each other when they base their decisions on where to purchase based on their experience. … A lot of companies want to make sure they do well on customer satisfaction by increasing the observed performance.

Some of the instant boosters for ensuring your organization’s focus on CX gets moving are:

“Figure out what the customer really wants, if you can solve the problem they will pay; the value is often not in the discount you can offer but rather in the solution you can provide.” which is fairly under the timelines what the customer would have thought it should take.

The best of the companies put a genuine focus on developing and to implement culture. They implement training programs around their cultural values to ensure everyone shares the same values and that they are consistently demonstrated when dealing with customers.”

In a world that is heavily dependent on the internet, consumers are quick to get online and share how they feel about a product or service.  Please ensure to  log onto the internet and observe what people are saying about your business or the product at above all the services. Find out what people enjoy, as well as what they’d like to see improved. The reviews you stumble across might surprise you and introduce you to areas of improvement that you had not previously considered.

“The key here is to contact your customers before they need to pick up the phone and contact you! To be effective, these contacts should be timely, personalized and relevant to the consumer.

The best proactive strategies  include getting in regular contact throughout the consumer lifecycle. Examples include: payment reminders, fraud monitoring, and personalized loyalty and reward schemes. This strategy can reduce inbound calls and improve agent efficiency. This proves that offering great customer service isn’t just good for the consumer, it’s good for the business as well.”

“Customers in this era are increasingly demanding speedy responses—sometimes as quickly as in real time—to their complaints and queries  on social media. Any company that isn’t paying attention can wreak havoc with its reputation.” Being active on social media would play a pivotal role.

“Benchmarking is the process of comparing your own organization or operations against other organizations in your industry or in the broader marketplace. You might compare your most successful competitor’s customer processes and satisfaction with your own. Or, you might look at a firm outside of your industry known for remarkable customer service practices. Establishing a benchmarking initiative is an important component of measuring and improving your customer service and satisfaction  and coming out as a winner.

“Nothing is more frustrating for a consumer than wandering around in a digital world unsure of what to expect from a business, or when. One should Let customers know up front what your standards and practices are. How long will they wait for a response or a callback? Will that response truly be on target and accurate? Removing the customers’ uncertainty about such often repeated issues in customer service lets them know that a company is committed to their success and satisfaction, especially when the business builds in enough leeway that it can routinely exceed expectations.”

It is true that sometimes, it can be difficult to find ways to improve customer satisfaction. But there are always more customers who have valuable insights that they haven’t given to you. It’s up to you to go fishing, not for compliments, but for criticisms. In your survey, after asking customers how satisfied they are, you should provide a form where they can type out a response. You have a few different options here. It’s most common to ask customers to explain why they gave you the score that they did. You can pick more customers’ brains by phrasing your question/statement more clearly. For example, you could ask: “What could we have done differently to improve your experience?” By being upfront about what you’re asking, customers will provide you with more insightful responses.”

  • Omnichannel Engagement Across All Touchpoints

A consistent experience across all touch points, from mobile to social media to video, is paramount to a good customer experience along the entire customer journey. It is not productive to focus on any one single area – the complete journey is the bigger picture that you have to understand. The Harvard Business Review may have said it best when they stated, simply, “More Touchpoints, More Complexity”, but they also note companies that are able to successfully manage the entire journey enjoy greater customer satisfaction, less churn, increased revenue, and higher levels of employee satisfaction [5]. There is also an enormous potential to gain valuable insights specific to each channel every time there is a customer interaction.

  • Transparency

Social media ushered in an era of authenticity and transparency, and those rules apply more than ever. Customers expect fast service and an authentic explanation communicated in a genuine, personable tone. Companies that ignore this now widely-accepted principle risk damage to their reputation or negative word of mouth spreading like wildfire, which can mean losing out on a lot of business.

The old adage has some merit when it comes to the Customer Experience. That doesn’t mean customers should be humored even when they are on the wrong side. In fact, avoid that at all  since consumers have a knack for sniffing out a lack of authenticity. What it does mean, however, is that customers have to be heard when they go out of their way to project their voices across multiple channels, platforms and devices. So utilize modern technology to deliver an experience that will delight your customers and inspire them to talk about it if you want to grow and retain your customer base.

  • Mapping Current Performance

Once a company has identified its key customer journeys, it must examine each one in detail in order to understand the causes of current performance. This deep dive involves additional research, including customer and employee focus groups and call monitoring. Combined with the initial analysis, it allows the company to map the most significant permutations of each journey as the customer experiences and would describe it, revealing the sequence of steps she is likely to take from start to finish. The mapping exercise also exposes departures from the ideal customer experience and their causes, and often reveals policy choices or company processes that unintentionally generate adverse results. For example, many companies charge for phone-based technical support, thinking that imposing a fee will steer customers to self-service options. But the consequence may be numerous callbacks or inadequate do-it-yourself fixes, both of which degrade the customer experience.

Once a company has identified its priority journeys and gained an understanding of the problems within them, leaders must avoid the temptation to helicopter in and dictate remedies; indeed, they should refrain from any solutions (including ones from outside experts) that don’t give employees a big hand in shaping the outcome. Even if a fix appears obvious from the outside, the root causes of poor customer experience always stem from the inside, often from cross-functional disconnects. Only by getting cross-functional teams together to see problems for themselves and design solutions as a group can companies hope to make fixes that stick.

To Know More Please Click Here.

CXREFRESH CUSTOMEREXPERIENCE

Share:
Reading time: 6 min
CXREFRESH, CX, Customer Experience, Global CX

As the internet revolution evolves, Customers can align with brands and products in more ways and places than ever before. As a result, customer expectations are higher than ever. We expect consistent and continuous products and services with instant access to them in multiple ways we can imagine.

 It has been observed consistently that customer experience work in silos and the marketing strategies are often immune to it to the extent that it looks like two shores of a sea. . Branding, or the marketing department, is often focused  about the brand proposition and employing marketing and communication strategies to build consumer expectations of the brand; whereas customer experience is focused on delivering the customer experience, primarily through service.

Marketing cannot work in silos as it represents what the brand or business is all about while the consumer experience is what it delivers. The journey of brand positioning to sales and after sales service would sum up the entire customer experience which cannot be ignored at any cost. Every aspect in this journey would include the minutest details where the customer should be delighted ensuring optimum satisfaction and creating a brand recall value.

The brand marketing strategy has to be firmly in sync with the consumer experience activities. In fact it is and should be the most critical component in brand positioning, selling and penetrating the market in the most sharpest and robust of ways.

The consumer experience department and the marketing department should be reflection of each other. The brand must reflect the consumer experience while being positioned in the market. :

  1. All the feedbacks of the customers to be firmly collated.
  2. A robust analysis of the feedback to be maintained.
  3. C-Sat metrics of the previous products i.e. what do they talk about it?
  4. How do they feel about the brand and the experience that it delivers ?
  5. Is the CX quotient the Same throughout any interaction channel ?
  6. Is the brand essence reflecting with the customer thoughts.

Alignment of brand with consumer experience would broadly involve:

A. customer thoughts:

  1. A thorough understanding of the product/line of business and the impact on the overall customer experience.
  2. What is the emotional connect of customer with these during the entire journey
  3. Collation of all the feedbacks and customer data from all the measurable interaction channels.
  4. The marketing strategy to reflect the consumer experience strategy.
  5. A brilliant research and insight of the target customer base.

B. Delivery

  1. The actual product to be in completely sync with the consumer experience quotient woven around it.
  2. Consistency in delivering the product promise through any and all customer interaction channels.
  3. A brilliant after sales follow up to check the satisfaction level.
  4. Ay damage control exercise to be immediately anticipated and activated to avoid any escalations.
  5. All the employees in line with the brand delivery promises.

“A marketing strategy that stands to give more value to the customers end up gaining more from the customers” . this is a thought that drives Deepak Kashyap, Co-founder Dialdesk, author and a leading CX expert.

Do keep a look out on more such interesting insights on this site.


To Know More Please Click Here.

Share:
Reading time: 2 min
CXREFRESH, CX, Customer Experience, Global CX

The era that we live in where the customer is king, You might note that all the strategies are being built around to adopt a world class customer experience approach. But the most interesting thing is that the marketers really fail to listen and understand their customers under the influence of acquisition targets. This is a humongous considering the fact that any business would only thrive around the experience one is offering to their customers who call the shots.


Please understand that the influence on customers is not restricted to the brand image which is being projected but by the appropriate and just customer experience they get from these brands.
Let’s understand one thing very clearly that Businesses that  intend to stay and strive to be in the next level of growth orbit would have to offer the best of the customer experiences.


Businesses place more value on measuring ROI and being customer-centric rather than funky marketing campaigns. And as marketing evolves across the digital landscape, the Customer Experience, or CX, is the differentiator.
 Not only will it keep customers choosing your brand again and again, it can drive customers to switch to you from the competition if they know the experience will be better. The majority of consumers will put their money where their mouth is and pay premium rates for better experience.

Inculcating Future ready and Intelligent Customer Experiences To Surge ahead And Stay Ahead:

Silos will always exist in the corporate world — that doesn’t necessarily need to be solved. But if you want to create a long-term, sustainable competitive advantage for your company, you must prioritize using data to guide decisions across the company and throughout your customer journey.
To stay ahead in a sea of competitors, you have to do more than implement incremental improvements. You need to find the areas where you can provide unique value, create barriers to entry and generate stickiness with your audience. You need to embrace intelligent customer experiences.

In a realtime world or the BAU mode: most of the businesses compete by making small product improvements and offering lower prices. Product improvements are great, but if they’re offered in the same space as your competitors, it’s just a matter of time before they make those improvements, too — and then you have to lower your prices to compete. It becomes a constant game of lowering prices, making incremental improvements, lowering prices again, and so on. It’s how you create low-margin businesses.

Businesses that want to thrive: A typical business which has everything mentioned above but focused on creating and executing an intelligent CX will allow businesses to thrive and flourish. They would always stand out in the competition and need not worry to acquire new customers as they would have a magnetic brand.

Creating and implementing intelligent and phenomenal customer experiences is an approach that links systems, data and teams to create a seamless and personalized customer experience from one brand touch point to the next. The processes exponentially multiply intelligence gained from each customer interaction by using it to optimize future interactions. The result is a more connected and cohesive experience, which, in turn, increases customer satisfaction, improves profitability and strengthens brand loyalty.


The  competitive spaces continually put customers through broken, fragmented processes. Businesses must consider the entire customer journey to get to a point of zero competition. Intelligent CX is a three-step cycle.


First, find touch points where customers interact with your brand. This can be a search engine result, an e-commerce website, a retail store or even a phone call to a customer service agent. Each of these touch points provides feedback you can use to improve the next.
Second, use data to connect these touch points and see how they interact.  This is where the omni-channel integrated customer interaction gateways come into the play.  For example, see how your ad performance leads to conversion on the website or look at what online touch points are creating confusion and driving unnecessary support calls.


Third, use these data to analyse, remove any discrepancy and create a superb bridge remove silos. This can mean intelligently connecting online-to-offline experiences by routing calls to subject matter experts of that stream. Or the use of AI-driven solutions that steer the customer down the path you know will most effectively solve their problem. Walking through these three steps makes the customer experience smarter and more efficient.


If you want your customers to keep paying for your product or service as their needs and tastes evolve, you need to actively consider the steps outlined above. Intelligent CX strategies would allow Businesses to connect the customer experience in ways it has never been connected before. By focusing on these new avenues — connected offline and online behaviors will definitely help businesses to carve out new market places.


This is what is known as a phenomenal CX. It’s about building meaningful relationships with customers, fostering goodwill toward your brand, increasing customer lifecycle and reducing internal friction in the form of silos. Who wouldn’t want those as business goals?
Remember – Customer would always be the king and an appropriate CX design would ensure that the king remains with you.


We at CXREFRESH are paving a path for taking the CX factor to the global standards for  organizations who intend to strive and grow.
Join me at this eye opening event  where business stalwarts are coming together to discuss and share their view points on “New Age Marketing & Future of Customer Experience” during the first week of February.C

To Know More Please Click Here.

Share:
Reading time: 4 min
Page 2 of 212