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Aug

Three ways to help you differentiate your customer experience

We’ve all received them – emails pushing products that we are never going to buy because the company sending them has no idea of what we actually need or want.

Three ways to help you differentiate your customer experience

We ignore the emails, or eventually unsubscribe from them. The company loses a potential customer and we are left with the impression that they would rather blanket bomb us with spam than really get to know us.

There is clearly a better way to engage customers, which is why organisations are increasingly making their efforts to differentiate the customer experience (CX) an integral part of their business.

People in these companies no longer think in departments but holistically, making sure that everyone is invested in understanding the exact needs of the customer, so that a tailored experience can be delivered to them, at the right time.

In the age of online self-service agents, AI and chat bots, Alexa and Siri, customer engagement is simpler for the end user, but at the same time, a more complex landscape for organisations to navigate. Trust is fragile, with customers doing their own research in online forums and communities.

When customers do engage with you, they expect a quality experience, including quick responses to queries and resolution of issues. The earlier in the process the customer’s reason for getting in touch, the better the opportunity you have to shape their experience and make sure it is a good one.

Here are three ways to help you lay the groundwork to deliver a great customer experience…

Gather good data

Data plays a crucial role in informing this whole process. These days, data is collected through every interaction with a customer, from a visit to the brick-and-mortar shop to browsing your website, to making a purchase online.

As companies pursue multi-channel strategies, it’s important to ensure that the individualisation of the customer interaction is done across all channels and at each individual touch point, contributing to a differentiated CX. That requires good, clean data from multiple sources.

How do we extract meaningful insights and personalise content based on an individual’s stage in the purchasing lifecycle?

Through combining qualitative and quantitative data to analyse and understand customer behaviour and motivations and predict future behaviour. At Empired we know how to go about gathering and analysing the data you will need to ascertain the needs of your customers and deliver a great CX.

Map out the customer journey

Customer journey maps can help us understand and design interactions in the digital life-cycle, identifying the pain points or customer concerns. This helps us make customer processes as seamless as possible, independent of what channel they reach you by.

Journey mapping can involve:

  • Hypothesise – defining the problem to solve.
  • Research – orchestrating a journey, automating processes.
  • Co-create – Draw on the insights of teams, stakeholders and end-users
  • Analyse – quantify a problem eg: reduction in sales, increase in complaints, high churn rate. Set targets for improvement, review data and create an assumption map.
  • Moment of truth – list the whys of the problem, perform a root-cause analysis.
  • Prioritise – what is involved in addressing the issues from a technical, human and financial point of view?
  • Resolve – identify time-bound problems that you can resolve quickly and what will be put in place meantime until more complex problems can be addressed in the longer term?

Mind Mapping can also help us identify the unmet needs of our customers:

  • Stated needs: what customers say they want
  • Real needs: what customers really need 
  • Perceived needs: What they think they need
  • Cultural needs: Status gained from buying

Personalise the experience

Once we have drawn on the data and used customer journey mapping to identify problems and issues to address, we can use the intelligence you have gathered to personalise the experience by aligning with the customer’s journey, systematically addressing the pain points as we go.

Based on the desired outcomes, we can identify the significant experiences that could benefit from personalisation, what touch points are relevant at each stage, and how the customer is feeling while moving through these stages.

Centralised customer data from across different platforms provides insights. We need to understand visitor behaviour and drive relevant content at the right time, pushing call to actions where appropriate.

Through use of existing platforms, personalisation engine tools both prescriptive and predictive, marketing automation, analytics and A/B testing we can start to craft the customer experience based on the user’s needs.

The goal is to provide product recommendation and individualised content on a multichannel journey. This is ultimately about identifying patterns across behaviour data and transactional history, campaign performance data, and customer relationship management (CRM) and call centre data.

In the experience economy using data, insights and personalisation to deliver meaningful customer journeys, is the key to business success.

 

 

This blog is part of the #cxreimagine series. For more experts' insights, clients' experiences and to download the whitepaper, click the banner.

For more experts' insights, clients' experience and to download the whitepaper, click the banner #cxreimagine

Posted by: Janine Barron, Principal Digital Strategist | 28 August 2019

Tags: Digital Transformation, customer experience, #CXreimagine


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