7 things to look for in a customer experience solution
Technology, and improved access to information, has driven a rapid evolution in customer behaviour. Customers want seamless, immediate answers. They want to be able to communicate easily and readily via multiple channels. They demand familiarity and a timely understanding of their needs.
It’s no longer good enough to simply provide great products. In fact, according to a research piece by Customers 2020, customer experience will overtake price and product as the key brand differentiator by 2020. And according to Forrester Research, customer experience became the number one priority for business and technology leaders in 2015, and ranks high as a critical success factor for enterprises for 2016 and beyond.
There is now a pressing need to invest in technology to build and maintain relationships with customers that are personal, real-time and even predictive—a level of service that has simply never been possible before.
If your business is considering investing in a customer-focused technology solution, here is a summary our seven key recommendations. You can get more detail on each of these recommendations these by downloading our free whitepaper: Customer experience is the new ‘product
1. Make it simple, personal and central
To provide your customers with a simplified experience, your technology solution needs to provide you with curated access to detailed customer data. Only with the right data at your fingertips can you ensure that your customers are receiving what they need at any point in time. This means you need to invest in a solution that centralises your data in an easy to understand, relevant way. Only with centralised data can you target customers after they make a purchase, deliver on your sales promises, ensure repeat sales, and encourage your initial customer to refer you to family and friends.
2. Move beyond real-time to predictive
Customers expect rapid responses and immediate action. To deliver upon this, your business needs to move beyond listening and reacting, to offering proactive and predictive action.
By investing in a solution with robust data and predictive analytics features, your business can effectively spot trends, and even more importantly, determine an individual customer’s buying pattern. Access to this implicit behavior information gives you a unique opportunity to service your customers at the right time, and in the right location.
3. Enable collaboration
To re-invigorate the customer experience, your people need tools to help them communicate, share customer information, and determine the best course of action with a particular customer – at any point in time. Your collaboration strategy – and technology – can be as complex or as simple as you want it to be. However, to simplify the customer experience, your people need to have the information they need at their fingertips.
4. Treat employees as customers too
Importantly, to deliver the best customer service, you need the best people within your business. The technology you offer your people will make a big difference in terms of your appeal as a potential employer – and will also determine your levels of staff loyalty. With the right technology on hand, your people can work more effectively and can get better outcomes.
5. Put your customers in charge
By the end of 2020, Gartner predicts that there will be 25 billion connected devices, or three for every person on the planet. Being able to deliver what customers want, where they want and how they want will be key to achieving success.
To respond to this demand, technology is essential. With the right technology solution in place, you can provide faster and more efficient service at every step of the sales cycle. For instance, by integrating your existing technology – such as your CRM or ERP systems – you can quickly schedule resources, and even plan resourcing before you win a project.
6. Make cloud and mobility a priority
Today, mobility is a vital consideration when it comes to any technology solution – for two key reasons.
Firstly, customers are accustomed to receiving a very rapid and immediate experience via their devices. They have a similar level of expectation when it comes to purchasing products and services. If they can’t receive the information they need on their device – they will very quickly turn away and go elsewhere.
Secondly, from an internal business point of view, a cloud-based mobile solution enables greater collaboration, and provides employees with the information they need to provide superior customer service.
7. Partner for success
When it comes to choosing a technology solution, your choice of partner is vital. You need a partner that will listen to your specific requirements, and recommend a solution based on what matters to you and your customers.
At Sable37, we have helped a broad range of clients – across several industries – to deliver a superior customer experience through technology.
Find out more
To learn more about customer experience and about choosing a suitable technology solution register for our free event.