Customer experience must be at the core of any digital transformation strategy. It is vital that every interaction a customer has with your brand or organisation, at whichever touch point, is consistent and continuous. Their interactions, journey, and overall experience, with all aspects of your organisation, will determine their buying habits, attitude to your organisation and future engagement.
It’s not a simplistic process by any means. The philosophy needs to be adopted and implemented throughout the company, from the board room to the customer front line. With some organisations, this could mean a radical shakeup of their strategy.
There are many examples of companies that haven’t acted quickly enough to change and suffered as a consequence. Customer behaviour is constantly changing at a rapid pace in this digital era, so your organisation needs to make sure that it has the ability to be able to react accordingly to changing market forces in order to stay competitive and, ultimately, survive.
Understanding the customer journey
The first aspect to address is understanding the customer journey – What are they looking for? How do they want to interact? – then coordinating the people, technology and processes to make sure it is as smooth and stimulating as possible.
The customer experience is key to keeping them on the journey, therefore all touch points, whether web, mobile, instore or over the phone, must be coordinated and be able to deliver the right information at the right time. Organisations therefore need to develop a cohesive multichannel offering, providing the content that they are looking for, in order to deliver the right experience.
In order to achieve this many organisations are turning to automation and even implementing self-service apps and systems. Automation is helping to reshape customer engagement, as a recent Forrester report clearly outlined: “The new opportunity in the age of the customer is engagement: deploying technologies that will help customers receive better service automatically or better serve themselves.”
It is something that West Lancashire County Council has invested significant time and money into, having built a bespoke self-service mobile app for its tenants. The app, approved by Apple and Google, provides its tenants with the ability to easily access tenancy information, make payments, submit anti-social behaviour (ASB) and arrange property and gas repairs.
This approach is becoming more commonplace as businesses utilise the technology at their disposal to replace historical methods with non-voice interactions. It enables organisations to deliver personalised, real-time information in order to assist customers on their journey, help them make decisions and, hopefully, make a final purchase.
In order to provide the right information, businesses need to monitor customer behaviour, interactions and satisfaction, analyse the data and then make improvements to areas that are underperforming. This will enable your organisation to be able to react to market changes, if not predict future trends.
The data can then also be exploited for marketing and promotional activities, cross-selling and upselling products or services as a result of purchasing habits or enquiries.
Analysing customer data and Implementing these tactics will improve the customer experience and put you in a strong position to retain their interest and custom.