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Article : Unwrapping Success across the Holiday Season through CX

#contactcenterworld, @cgchirp

Author: Martin Taylor, Co-Founder and Deputy CEO, Content Guru

The holiday shopping season is lucrative for retailers, with sales in the UK set to reach almost £85 billion during the period in 2023 alone. However, with consumer spending dropping during the cost of living crisis, it is vital brands are ready to prioritise all aspects of the customer experience to delight customers, and perform to their potential.

Businesses that deliver outstanding experiences will have an advantage over competitors that aren’t able to adapt and meet the consumer on their own terms. It’s important to allow customers to get support whenever and however they want to engage; but how can businesses achieve seamless CX that will leave the customer happy that they got a good deal, and a great experience?

Here are three areas in which retailers should focus their efforts if they are to be successful:

Maximize CX Availability to Enhance CX

Customers expect instant contact at any time of year, and the holiday season is no exception. Amidst the shopping frenzy, there are many reasons why consumers need to get in contact regarding their orders; including to make changes, request returns, track down missing items, or even to complain. Being available when a customer wants to get in touch increases your chances of achieving First Contact Resolution (FCR) and ensuring maximum customer satisfaction.

97% of consumers and 98% of contact centre managers say customer service interactions impact whether consumers stay loyal to a brand. Maintaining great CX during the holiday surge could mean the difference between a brand convert and a customer choosing a competitor. The key to meeting a high volume of interactions is ensuring seamless scalability. If brands are unable to scale to meet demand, its likely consumers will be left frustrated as they fail to have their query resolved in a timely fashion.

Provide Comprehensive Support with Omni-channel Capabilities

When it comes to holiday shopping CX, every customer is different. The way they choose to communicate with your brand will also vary according to the nature of their query, or preferred channel for the situation, so having omnichannel capabilities is key. Holiday CX strategies that allow customers to communicate through traditional methods, such as voice or email, while also incorporating the ability to act through chat, social and other digital platforms, make it easier for consumers to obtain fast resolution on their own terms. Channel choices should include the most popular sites for engaging with customers online, including Facebook, Instagram, and YouTube.

With omnichannel capabilities, businesses are able to provide customers with proactive updates on their preferred channel and also support customers to move between channels when this will speed their journey. For example, if phone lines are busy, customers can be directed to available digital channels to still ensure they get the answers they need.

Turn Insights into Personalized CX

Brands that are able to effectively personalize interactions improve customer loyalty 1.5x more effectively than those offering subpar personalization. Knowing who is contacting you enables delivery of personalised greetings, helpful recommendations, and instantly identifying if a customer has contacted you about a similar problem before. A data focused interaction can be the difference between an average encounter and a comforting, memorable experience during the holiday season which turns a customer from a bargain hunter into a loyal customer for life.

Staying ahead starts with identifying your customer during or even before each interaction, no matter which channel they choose to contact you through. Unlike traditional CRM systems, todays Customer Data Platforms (CDPs) allow brands to create 360-degree customer profiles that encompass an individuals’ previous interaction history, behaviour and interests; empowering businesses to deliver precisely what customers want.

Prioritising CX Ahead of Extreme Discounts

Although holiday shopping sales, such as Black Friday, Cyber Monday, Boxing Day and New Year’s Day events, are famous for being extremely competitive when it comes to price, customer experience shouldn’t be forgotten. Whether consumers are using your brand for the first time or are established and loyal customers, their experience is a key factor in determining whether they come back next time, or jump ship to a competitor. To ‘win’ this holiday season, businesses must focus on being highly accessible and providing the meaningful experiences that consumers seek.

Brands that utilise cloud contact centres will be much better equipped to overcome the challenges associated with high volume and also offer a wide variety of engagement channels, all whilst ensuring the customer gets a hyper-personalised experience. Combining behavioural and product information that puts the customer first and allows them to resolve issues quickly and effectively will ultimately ensure brands not only survive this holiday season but also boost customer loyalty in the process.

#contactcenterworld, @cgchirp

About Martin Taylor:
Martin is the Co-Founder and Deputy CEO of Content Guru, a leading global cloud communications and customer experience technology provider. Martin’s responsibilities include product innovation, strategic market development and the business’s fast-growing healthcare and public sector practice.

About Content Guru:
Company LogoContent Guru is a global provider in cloud communications solutions. We deliver off-the-shelf and bespoke customer engagement and cloud contact centre services, through the 𝘀𝘁𝗼𝗿𝗺® platform. 𝘀𝘁𝗼𝗿𝗺 Customer Engagement and Experience platform brings together intelligent automation, third-party systems integration, and on-demand scalability to enhance all customer communication functions. With true omni-channel engagement capabilities, 𝘀𝘁𝗼𝗿𝗺 gives organisations the power to create consistent and seamless experiences for customers, inspiring loyalty and powering success.
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Today's Tip of the Day - Don’t Allow Scapegoats

Read today's tip or listen to it on podcast.

Published: Friday, December 22, 2023

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Award-winning PCI compliance phone and multi-channel payment application.

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