Modern businesses reach their customers through multiple channels. The omnichannel nature of modern business interactions means companies need to think beyond customer service. They need to concentrate on creating a coherent experience from start to finish. Companies are shifting their attention to the concept of Customer Experience (CX), which provides a more holistic way to interact and provide products and services to customers.
Companies are struggling to rise above the noise of today’s overcrowded traditional and social media channels. They are trying to make their brands recognizable and memorable. However, the value of a brand is established through the perceived quality of interactions and companies are learning the ins and outs of managing the perception of their brands.
Organizations can no longer rely on siloes of advertising, sales and customer service – digital media has mashed everything together. A customer might see a TV ad, visit a website, buy a product, request a maintenance, write a review and repeat the process multiple times in the span of a short period. Companies want the whole pipeline to feel like a singular and high-quality experience of the brand.
In a CX-centric approach, they design all of the channels with an understanding and awareness of how their customers interact with every touch-point of the system.
Companies are investing time and money in a CX-centric approach for good reason and are finding it can improve their businesses on multiple fronts:
Creating a great customer experience needs planning and effort. It’s important to analyze the requirements of your particular business and understand all the touch points to develop a robust strategy.
Here are a few ideas to get you started:
A robust CX-centric approach to business requires understanding and planning. Companies need to invest time and money to create exceptional customer experience pipelines that will create value for consumers. The investment will pay off in higher customer conversions, better customer retentions, reduced costs and long-term business growth.
Steve Johnston is an entrepreneur with strong experience leading organizations providing digital transformation services, understanding business models and delivering cutting-edge technology solutions in line with companies objectives. Steve speaks both Business and Technology languages. He believes in an uncompromising focus on high-quality customer experience and bottom-line profit improvements. Steve excels at turning under-producing businesses into companies that work efficiently and helps them build the foundation for their growth phase. If you want to discuss the advantages of implementing a strong customer experience (CX) in your company, contact Steve.
This complimentary assessment resource combines leading-edge tools and senior executive experience to help you build a strong and growing business. This management report will provide you with identified strengths and gaps based on ROI. The go-forward action items contained within will help you attain your potential and drive value for your organization.
Further reading and references: