Customer experience and its trends
Customer experience within a company can be a factor in its success, whether positive or negative.
Companies' investment in customer experience is increasing, as experts recognize the significant importance of customer experience in their bottom line. Both customers and leaders in companies' experience areas agree that interactions with companies are a key factor in developing brand loyalty, and the way a brand is perceived directly impacts the company's revenue.
However, the current situation regarding the issue of experience is complex.
Customers lack patience and are unwilling to tolerate even minor mistakes or oversights, which leads them to seek out the services of competitors in the event of a problem, sometimes ending their relationship with a company in a rude manner, shouting and insulting, or throwing the phone at customer service agents.
Emotions dominate customer impulses, and companies are driven by the monetary benefits they can obtain. It's the job of customer experience leaders to close this gap by personalizing experiences, listening to customers, and improving customer interactions.
Consequently, with the increased investment in customer experience, it's important to stay up-to-date on market developments. Below are some of these developments:
1. Personal data protection regulations:
Within the customer experience process, it is vital to give due importance and care to the privacy of your customers' information.
Customers are increasingly concerned about the security of their information and data online, which means companies must focus their efforts on taking measures to protect their personal information, not just sensitive information, as current regulations suggest. This can be achieved by implementing protection systems through information encryption and protection against malware or antivirus.
Losing customers due to a data breach is a luxury companies can't afford, especially given the news that third-party cookies are on the verge of imminent death.
2. Knowledge gained through the collection and analysis of customer data.
Many marketers use customer data to support their business decision-making. As organizations work to achieve their business objectives, they will continue to collect customer data across all channels, including social media, and use it to improve their customer experience strategies.
Experience leaders can understand what customers expect and need from their organization with customer data and analytics. Customer service leaders, on the other hand, identified understanding this information as a top priority in Gartner's "Top Customer Service Trends, Priorities, and Predictions for 2023" report.
As predictive analytics continues to gain momentum in customer service, companies will rely on predictive customer scores delivered through surveys and insights engines to help employees drive customer loyalty.
3. Constant investment in customer loyalty
To ensure customer return, organizations implement customer loyalty programs. These programs can benefit both customers and businesses. Many customers and businesses hope that loyalty programs will help them weather an economic downturn by keeping products or services affordable.
Additionally, organizations continue to increase their investments in customer retention. For many companies, this may mean outsourcing some of their technology needs, such as using a third-party provider.
4. Meaningful experiences with Hyperpersonalization
Customers increasingly expect personalized and meaningful experiences based on their interests and needs.
Hyperpersonalization relies on real-time customer data, predictive analytics, artificial intelligence, and automation to anticipate the best path and, consequently, the appropriate actions to deliver a more targeted offer.
Treating customers as individuals, not segments, and integrating multiple touchpoints to provide an experience tailored to their purchasing habits is one of the trends that will help us grow closer to our customers and create greater customer loyalty.
5. AI as a tool to address staff shortages
Experience centers suffer from significant attrition (or abandonment) rates, meaning phone lines and chat centers are often understaffed or overstaffed. Additionally, due to the economic climate companies are facing and the need to shift their efforts to other operational processes, customer service leaders may not have the budget to expand their team. As a result, customers may end up waiting longer than usual for basic inquiries, such as checking order status or resolving specific questions.
To combat staffing shortages, organizations have the option of increasing self-service options and deploying chatbots or voice assistants to respond to user requests. For example, customers can ask a chatbot how to set up a new desktop they purchased, and the chatbot could direct them to a video tutorial. Or, request a route to generate a certificate, and the voice assistant can provide it without having to reach a service agent.
6. Customer service cannot be left in a corner
Fostering customer loyalty by employing sound strategies to deliver excellent customer service should remain a priority, regardless of the technology used. It should act as a support for the customer service process, because if customers lose patience and leave when customer service can't provide the desired response to their problems, they may look for a new company that can deliver what they're looking for.
In conclusion, to retain customers, companies must continue investing in their contact centers, as these trends are on the rise due to the recognition of the great value of repeat customers.
Sources:
#We invite you to read our blog post «Messaging applications via WhatsApp to induction processes for new employees»
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