Building a Future-Proof Customer Experience Strategy
Gone are the days where companies can approach customer experience through a single lens. Each customer is different and what they expect from the companies they do business with can also vary widely. So the question is — how do you create a digital customer experience and support strategy that will work for today and the long-haul.
While the formulation of a modern customer experience strategy goes beyond deploying tools and technologies (cultural shifts and process modernization are also crucial pillars), having the right solutions in place can help drive the rest of the engagement strategy forward.
This is where many companies are falling short in this new era of customer experience. Legacy tools and systems can’t deliver the contextual, immediate resolutions that customers have come to expect and therefore, companies are feeling pressure to re-shape their customer experience strategy to something that will meet their customer’s needs today and tomorrow.
In a recent report, Now Tech: AI-Fueled Digital-First Customer Service Solutions, Q1 2018, Forrester evaluates vendors and strategies across digital customer experience, profiling what companies need to consider to be successful in delivering exceptional customer experiences that will stand the test of time.
AI combined with omni-channel tools are helping to increase customer satisfaction and reduce churn throughout the entire customer journey. So let’s examine that a bit more.
Effective Pre-Sales Engagement Increases Conversion Rate
Customer support isn’t limited to post-purchase. At the top of the funnel, how you engage with prospects can have a significant impact on their purchase decision, product adoption, and overall lifetime value.
Today’s customers want to interact across numerous engagement channels. Forrester specifically highlights live chat, SMS, and social messaging as key channels on the rise. And while it can be tempting to jump on the latest channel trends – it’s important to ensure that the technology is rich enough to provide true business impact. For example, bare bones chatbot technologies that don’t provide conversational, personalized and intelligent experiences can easily turn potential customers to the competition.
Always On Support for When Customers Need It Most
Across the entire customer journey, being responsive and helpful is the key to building long-standing customer relationships. From a technology side of things, investing in channels like social messaging and chatbots, provides customers robust alternatives to agent-driven conversations. A team of live agents can be costly if not applied efficiently – and are best used to tackle complex, high-value issues. Automated routing and chatbots can help with first-response resolution, strengthen customer relationships and reduce long-term costs at the most critical point of engagement.
Consistent & Scalable Support Creates Lifetime Customers
Finally, offering the right support at the right time and in the right way is one of the best ways to future-proof your customer experience strategy. In fact, sixty-nine percent of US online adults shop more with retailers who provide consistent support in each channel they employ. Providing an experience that is frictionless as customers move from one channel to the other is critical in the new era of customer engagement.
Investing in technologies that offer deep personalization, intelligent AI, and broader digital channel support can reduce costly strain on agents, provide path to resolution from the first message, and ensures a great experience across channels. When thinking about a future-proof CX strategy, it’s hard to predict what customers might need 1, 5 or 10 years from now – but focusing on technologies that help provide a data-driven, personalized experience is a great place to start.
Check out the full Forrester Report to learn how to ensure your CX program is set up for success.