Most companies are getting customer experience wrong
In this time of customer-led, fast-paced digital transformation, organizations have to provide a great customer experience (CX) or risk getting left behind.
“More than two-thirds of marketers responsible say their companies compete mostly on the basis of CX and in two years’ time, 81% say they expect to be competing mostly or completely on the basis of CX” – Gartner CX study
A small flash-poll we did on Twitter, reinforces that no matter how great your products and services, it’s mostly customer experience which underpins customer loyalty.
Unfortunately a great customer experience doesn’t just happen on its own. Too many organizations have only a vague idea of what CX actually means and how to go about getting it right.
Our experts opinion:
Getting your organization’s digital communication to the point where it’s a powerful driver of customer experience is by no means easy. But, you have to start somewhere…
- Map your key customer journeys to understand the ‘moments that matter’
- Use data to create relevant, hyper-personalized content that starts conversations
- Allow customers to engage using the channels they prefer
- Keep processes as simple and friction-less as possible
- Create trust through consistency and security
Building great customer experiences takes time. Get it right, however, and your customers will reward you with loyalty.
Chief Experience Officer, Africa