There’s no denying that every business today, regardless of size or industry, is driven by two simple words: customer experience.
But what exactly is the customer experience? You may think you’ve heard these words tossed around enough to inherently understand them, but you’d be surprised to know just how many variations exist today. In fact, it takes nothing more than a quick Google search to yield a number of unique CX-related results.
For instance, there’s “total customer experience,” which is defined as a customer’s opinion of a company’s products or services. There’s also “customer experience management,” or the process of supporting interactions to meet and exceed customers’ needs. Of course, there are then several definitions of the customer experience itself, including everything from a customer’s psychological perception of a company to the process of improving overall satisfaction.
We found many descriptions of the customer experience, yet only a couple that emphasized what CX is really all about: the value and impact of a customer’s interactions with a company over time.
Those last two words are critical. Every experience we have with a brand, an employee, a spouse, a family member or friend differs based on our circumstances and needs. Yet it doesn’t seem enough businesses truly understand this concept. If they did, they’d be implementing the right technology to ensure they’re delivering consistent customer experiences across all channels and touchpoints—something that only 32 percent of CEM executives say is a legitimate concern.
No two experiences are ever the same, so why is the customer experience—the holy grail of business today—widely perceived as a singular one? Why aren’t more businesses supporting experiences that grow and change alongside their customers’ preferences, behaviors and needs?
Data: The Key to Delivering Amazing Customer Experiences
If the customer experience is the heart of every successful business, then data produces the heartbeat. Data is vital information that the “body” needs to support relevant customer experiences at every touchpoint (in other words, to survive). This is exactly why nearly half of businesses this year are working to create a unified view of customer data that is available to all key internal stakeholders—an initiative that only 30 percent of businesses were focusing on back in 2014.
The “customer experience” may not be realistic; however, the process of consistently delivering amazing customer experiences—in which each interaction is meaningful to each individual customer—is possible, but it has to be driven by data.
It seems the majority of companies understand the importance of using data to drive the CX, but do they understand how to actually do so? After all, more data doesn’t necessarily mean better results. Better results happen when you convert data into actionable insights that drive better business outcomes.
So, what are the greatest data challenges affecting companies today? Here’s what our research found:
In today’s CX-driven world, it’s imperative that every business has a clear focus on what the customer experience means. At the end of the day, it all comes down to ensuring your company is centered on the experiences it’s delivering, driven by the right tools and technologies.
Publish Date: January 6, 2017 5:00 AM
Optymyse is a unique neuroscience-based approach which takes care of your most valuable asset - your people. Using a scientifically supported formula, Optymyse delivers stunning visuals which unlock the full potential of your contact centre whilst protecting the mental wellbeing of all of your employees.
Co-Browsing is the practice of web-browsing where two or more people are navigating through a website on the internet. Software designed to allow Co-Browsing focuses on providing a smooth experience as two or more users use their devices to browse your website. In other words, your customer can permit the agent to have partial access to his/ her screen in real-time.
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