How would your customers rate the customer experience you give them? Would they call you customer-centric?
The various departments of your organisation may all be delivering exceptional customer service but if it doesn’t all hang together into a solid journey from start to finish, then you are probably losing opportunities and loyalty.
Customer experience is a big topic. Where customer service is about a one-time interaction, customer experience is about the coming together of all touchpoints with consistency across channels. The aim is that each customer feels like you know and understand them and that you know what you are doing, that all the moving parts of your business work together effortlessly to produce the products and services that you are guaranteeing. One weak link such as incorrect records, repeated conversations, chasing for information or poor delivery standards after a promising start casts doubt over the whole operation.
It’s predicted that 2020 will see customer experience overtake price and product as the key brand differentiator. That’s a good thing for businesses striving to provide the best quality of product and service in their category but without the operational set up to make the customer journey work, it could be the end for many.
What does a good experience look like?
The goal is that intangible factor- likeability. If you imagine you were looking at two identical proposals from two different companies whom you believe to offer very similar products and who want your business. Which one do you give the business to? Yep, the one you just feel more drawn to, who seems more able, who is ‘on it’, who you don’t have to teach to suck eggs, who you feel can relate and understand you and your needs.
Here are just a few of the most important factors.
Consistent Customer Insight – With insight from across the business, you can personalise experiences, tailor communications, cross-sell, up-sell then use all that knowledge of what works to create other opportunities. Single Customer View and Voice of the Customer are just two of the tools that let you collate and access this level of knowledge in Microsoft Dynamics 365.
Omnichannel Engagement – It seems obvious but a customer should be able to interact with you over a multitude of channels and still get a consistent experience. So, if a customer has engaged with you on one channel, they then expect you to know that when they then contact you through another channel. Likewise, they expect you to know the detail of that interaction and to be able to pick up where they left off with no repetition. 52% of consumers say that they are less likely to engage with a company if the mobile experience is a let-down.
Responsive customer experience – Every interaction should help to inform the next and not only that, it should help to improve the customer journey for every customer that comes after.
So, what now?
Businesses are investing. According to a Gartner survey, more than 50% will redirect investment into customer experience technologies next year with the first focus on the ways that they collect and analyse customer feedback.
Do you know how your organisation will respond to the new customer experience battlefield? In our next blog, we’ll give you the lowdown on how Microsoft Dynamics 365 is making it easier for you to bring your organisation into alignment with your customer experience goals.
And if you’re currently looking at CRM, you might find our webinar ‘What CRM solutions are available?’ helpful where we’ll explore the many options open to you!