Admit it. We as consumers are a demanding bunch. We have high expectations of the brands around us – whether that’s simply knowing our preferences, tailoring our online journeys, individualizing communications, or providing quick and hassle-free customer support. Put simply, we want to be the apple of every business’ eye. If things don’t go our way, well….it won’t be long before we’re off looking for an alternative that will meet our expectations. This logic is precisely why personalization efforts are so critical to the success of businesses – especially in the digital era.
Being able to provide these personalized experiences, however, has proven to be a real challenge among many digital marketers who are still in the process of adjusting to this growing trend. In fact, almost 60% of marketers claim that they struggle to personalize content (in real-time); an occurrence which is often attributed to the company’s inability to gain customer insights quickly enough and apply them. One way of removing this hurdle and gathering the necessary information for personalizing is by collecting customer feedback.
Let’s take a closer look at how customer feedback data drives the three ‘breeds’ of personalization.
https://www.abtasty.com/blog/how-customer-feedback-drives-personalization-efforts/
Preference for digital channels generates massive volumes of big data—much more data than what organizations can collect, correlate and assess. The quantity and speed with which data is generated, as well as the diversity of that data—much of which is unstructured and difficult to analyze—can pose a huge challenge for customer centric players; minimizing their opportunity to take timely action and increase profitable outcomes.
In addition, the rise of mobility and proliferation of communication channels is further complicating the task to manage people and processes required to respond to consumer expectations in a consistent, personalized and contextual manner.
By analysing contemporary text-based channels, such as web chat, email, social media, sms and survey notes organizations can gain deeper insight into process and performance gaps. Text analytics can also help map customer experience issues and opportunities. With the European General Data Protection Regulation (GDPR) coming to play, text analytics can also drive compliance by quickly revealing regulatory breaches and failure to adhere to internal policies.
https://analyticsindiamag.com/text-analytics-is-integral-to-customer-journey-analytics/
No single tactic will deliver on the ultimate customer experience (CX) vision. Just like most matters in business, it takes the right mix of people and processes or methodologies to deliver a meaningful experience.
Customer journeys are at the core of understanding your customers, their needs or issues they may be facing so you can take action to deliver a great customer experience. Customer experience problems vary in complexity from simple to difficult, and the persistent ones are often complex because they occur over time, over channels, and fall between the cracks of organizational silos.
https://www.cmswire.com/customer-experience/why-customer-journey-mapping-journey-analytics-5-star-customer-experiences/
Ever have a sneaking suspicion something just isn’t right, but you don’t know how to fix it? Is that happening with your organization’s customer experience design for service delivery?
Lately, I’m seeing a lot of good intentions gone awry with customer experience. And a lot of leaders and followers defending the INTENTIONS of the design, instead of dealing with the reality of the situation. Your customer experience design needs work!
Allow me to share a few recent examples from my consulting and speaking work, and see if you recognize anything in your organization.
http://customerthink.com/how-to-avoid-hidden-disasters-in-customer-experience-design/
In the current competitive auto market, having an online presence is a must. Before they even set foot in your door, chances are the majority of your customers will have checked you out online. Websites and social media function as extensions of your dealerships. They are virtual showrooms where customers can view your newest models, meet your team and get to know your dealership’s culture.
However, not all online presences are created equal. Though almost anyone today can create a site or put up a dealership Facebook page, if not executed properly, these online tools can cost you customers. It’s vital, therefore, to be able to evaluate your online customer experience so you can ensure their digital interactions are ones that motivate them to take the next step: coming over for an in-person transaction.
This is where mapping comes in. Mapping is a process that allows you to gauge which aspects of your online strategy are working and which need to be done away with pronto! It does this by using customer feedback to create a visual representation of what your clients experience when interacting with your online platforms.
https://www.cbtnews.com/mapping-your-online-customer-experience/
If there’s one thing we know for sure, it’s that customer experience is the fundamental driving force behind eCommerce as we know it. Gartner predicted that by this year, more than 50% of organisations would implement significant business model changes in a bid to improve their overall customer experience. So clearly we’re not just talking about the importance of having a picture-perfect online store here. Not even close. Because, in reality there isn’t a single aspect of the eCommerce journey where customer experience isn’t important. From website navigation to the checkout process, to shipping and logistics, to returns – there’s an opportunity at every step of the process to provide your customers with a positive experience or a negative one.
https://internetretailing.net/customer/customer/4-ways-that-online-retailers-can-gather-quality-feedback-to-improve-customer-experience-18019/
Most marketers believe their brands need a customer-centric business model in order to succeed, and that optimising the customer experience is the biggest priority for the profession.
Yet according to new Marketing Week research, structuring a marketing department around the customer journey is currently the least common model of all, with the majority of departments either being product-centric or structured around marketing disciplines.
https://www.marketingweek.com/2018/08/31/future-marketing-organisation-structure/
Working towards a robust VoCA program can clearly separate customer experience leaders from laggards. According to Forrester, customer experience leaders grow revenue five times faster than CX laggards, drive higher brand preference and brand referrals. A Harvard Business Review article “How the Meaning of Digital Transformation Has Evolved” also backs the measurable value of a VoC strategy: Top performers in a (PwC) survey—those reporting revenue growth and profit margin increases above 5% for the past three years and expected revenue growth of at least 5% for the next three years—have a better understanding of the human experience that surrounds digital technology. These companies prioritize user experience specialists and creating better customer experience through their digital initiatives.
https://www.analyticsindiamag.com/voice-of-customer-analytics-describe-prescribe-and-predict-your-customers-journey/
Intelligent Sourcing magazine recently hosted a dinner in collaboration with Teleperformance in London where Mike Havard, CEO of Ember Group, and Julian Herbert from Everest Group discussed the future of the customer journey. The team from Teleperformance was also there to give feedback on the role of the customer experience (CX) supplier in managing modern customer journeys.
The phrase “customer journey” has been discussed and argued over so much now that it’s in danger of becoming meaningless – which is a shame because at its best, analysis and understanding of it can improve client relations and ultimately make the bottom line healthier.
Ultimately each business is unique and in many cases today the customer journey will be unique because we have moved so far in just one decade that it is now impossible to draw a simple step-by-step description of how a customer first hears about your brands and then moves all the way to making a purchase and (hopefully) becoming a fan.
http://customerthink.com/what-is-the-future-of-the-customer-journey/
"Growth for B2B is hard. It used to be that you could accelerate growth with huge customer acquisition. Ramping up your sales and marketing is not enough to sustain growth. Today, the best companies are growing through customer success. That’s why I interviewed Kia Puhm (@kiapuhm), CEO at K!A CX Consulting to talk about customer success."
http://customerthink.com/transform-your-customer-journey-and-accelerate-growth/
