Good Practices in Customer Experience
Customer experience has become top strategic priority for businesses across globe. Different companies at different lifecycle stages across different industries are taking multiple steps to move from customer relationship management to customer experience management. But there a few practices which businesses across industries can focus on to shift towards becoming customer-centric and differentiating themselves from their competitors.
1. Instilling CUSTOMERS at the core of business beliefs
Biggest issue businesses face these days while implementing customer centric strategy is with the cultural shift within organization. They have to face inward focussed traditional mindsets, organization structure and business process which takes them away from understanding customer needs. But, this cultural shift is important and needed in current demand economy where customers have multiple choices and it’s effortless to shift between vendors and brands. Research shows that customers are 2.4X times more likely to engage with companies who provides personalized experience, and it is not possible without placing customers needs at the core of their beliefs. A true customer centric business is always committed towards understanding customer needs & expectations and building products and services around that, they always try to visualize themselves in customer’s shoes before making any final decision.
2. Moving towards MULTIPLE channels of information gathering
Businesses are not dependent on sending teasing surveys to their customers anymore to understand their expectations and needs, with extensive popularity of Internet and ease for people to use it through multiple devices, customers make it known. Customers interact with companies through multiple channels (Web, mobile app, Social Media, Customer Support etc.), and each channel should be converted into consistent medium of customer feedback collection. Especially, Social media has emerged, as a key platform for customers to share their views and experiences on a frequent basis and companies should be looking towards collecting important feedbacks from their experiences and utilizing them to provide seamless experience.
3. Use INSIGHT to build FORESIGHT
Surge of technology and Internet in past two decades has poised businesses in a very strong position to dig deep into their customer’s behavior, buying patterns and needs with tons of data available to demystify. Businesses have also realized that by knowing their customers better, they would be able to serve them better and would be able to build a meaningful relationship with them for a long term. These days’ businesses are translating massive amounts of data into strategically relevant and useful insights, and are using these insights to build foresight into providing improved offerings and experience to their customers. And, few companies have come up with some very sophisticated and advanced solutions, which not only help provide improved experience to customer but build an ideal experience for them, all by modeling customer behavior through advanced analytics algorithms & techniques and embedding them into their systems.
Amazon’s recommendation engine is a perfect example, which helps customers’ shortlist their product quickly by providing them recommendations based on their own buying behavior or buying behavior of a group they are most closely related to. Few other good examples can be, a ‘Personalization engine’, which creates a custom journey for a customer every time and at each touch point or a ‘Escalation predictor’ inside a customer support which predicts issues that are going to get escalated and flags them, later to be handled by specialist team, all to ensure top experience for customers.
The shift towards becoming a truly customer centric organization can be complex and challenging but, do not be put off by this as even the smallest of initiatives can have a significant benefit for your customer, so, keep at it.