Henry Ford once said, “If I had asked people what they wanted, they would have said faster horses. Achieving a good customer experience (CX) is a fine line that comes down to building what the customer wants and building what can solve a problem that the customer doesn’t yet know they have.

When companies focus on CX, they are able to create a unique and differentiated offer that is difficult to reproduce. This in turn leads to increased customer loyalty and brand equity.

The pandemic forced people to practice social distancing and stay at home, which led to a drop in sales of offline channels. In contrast, the pandemic has forced consumers to shop mostly online.

What customers know they want is a consistently fast and reliable CX.

According to the report The future of CX: 2022, customers will expect companies to respond to their inquiries within the first hour, provide a personalized experience, be proactive in offering help and be available on all social media devices and platforms that customers prefer by the end of this year. In the study, Freshworks surveyed more than 4,500 businesses and analyzed 107 million customer interactions to understand the main driver of customer satisfaction.

“It is difficult to predict the consumer’s journey. They can see an ad on Instagram, move to the website, talk to an agent, visit a physical store before finally making a purchase, and then go on social media to share their experiences. They expect to be able to change channels at any point in their journey, the report said.

The benefits of meeting with clients where they are most comfortable are clearly visible. For example, the Klook service booking platform has increased customer retention by 40%. Sixty-eight percent of WhatsApp users believe that the platform is the most convenient way to interact with a brand.

In addition, 61% of customers admire companies that use an intelligent combination of self-service and people who can support them with empathy and speed.

To ensure a great customer experience, companies need to keep up with ever-changing customer expectations. This is where Customer Experience Management (CEM) comes into play. CEM is a process that helps businesses track and manage the customer experience, helping businesses deliver a great customer experience by understanding customer needs and expectations and designing customer-oriented processes.

Jason Wong, a senior vice president and analyst on Gartner’s software design and development team, said design teams should take responsibility for providing a great CX, but many organizations don’t devote enough resources to that, especially those who haven’t started. as digitally-born.

The design must also be ongoing to really understand the implications not only of behavioral patterns, application usage patterns, but also of new technologies that may come through the pipeline, whether it is web XR or conversational, or IoT, and then think about how we actually create value here? ”Wong said. That’s something very few companies do well.

It is digital teams that use rapid prototyping and A&B testing in production environments to see the differences. On the other hand, in mass enterprises moving from project-oriented to product-oriented delivery, design is still often not so embedded in teams, and also not at a sufficient strategic level, where they do this ongoing consumer research and analysis. to return to production, but also to pre-test new concepts, according to Wong.

“A big part of the problem is proving the value of UX; for example how to show that if we don’t do this UX we won’t get this value? So it’s hard for many organizations to invest heavily in UX, “Wong added.

The skills required within a UX team also vary depending on how complex the application is. At the top of these design teams are usually the leading experience who have a wide range of skills to help the product team. So the experience researcher is there, understanding the user. Not only do they interview, but almost like anthropologists they go out and observe in the wild what is happening and identify the motives.

“They find an example of why on-site mobile people are still reluctant to use their mobile applications in the field and wait until they return to the landfill or warehouse to enter their information? Maybe because they had dirty hands? For example, these are things that the researcher will take into account. So instead of giving it a graphical interface, we need to activate it by voice. or maybe we should turn it into a head-mounted display: Google Glass or HoloLens or something like that to have hands-free access, ”Wong said. “So this is the type of thing that needs to be done in advance, but then on an ongoing basis, when new technologies emerge. So this is no longer an application. We often move from one experience to another digital experience. ”

Often the design aspect of building applications is outsourced and organizations hire a design agency to come and help with user research. But this could have drawbacks, because the company has to take care of itself to understand consumers and understand the current process, Wong explained.

Reliability is the biggest consideration for a good CX

A good CX can mean many things, but most of it is making sure your app works as intended, according to Mehdi Daudi, CEO and co-founder of Catchpoint.

Now customers expect applications to be more reliable than ever. If an application crashes, it is already seen as a reflection of the company behind the application, not just the application itself.

“Let’s say you have to pick up Uber three times a day because you have to go and leave the kids at school, go to work and then hire another Uber in the afternoon at 3pm. So the concept of reliability is how consistent are you able to provide a great user experience throughout the day for 365 days a year? ”Said Daudi.

Today, customer expectations are extremely high, no matter what type of application they use.

“Nowadays we work with several luxury brands and it is interesting that some told us that our customers are special. They are not interested in performance. In fact, you know, your customers, like any other customer, are used to Google and Amazon. And they are used to a great user experience, which is a fast user experience. The reason Amazon is so good or Shopify is so good is that they are mainly interested in speed. And that’s the name of the game, “added Daudi.

One approach is not to put all the eggs in one basket and instead choose to run an application in a hybrid cloud. Another way to improve reliability is to invest in monitoring and visibility of your application, but also to make sure that the tools are used properly.

Companies need to start measuring their performance and then set goals, such as how to reduce the flow of an e-commerce site from a minute to just five seconds. Some companies like Shopify do a great job at this. They have teams of developers who are constantly monitoring, Daudi added.

The performance space is also a great place for marketing and engineering teams to collaborate and avoid implementing something that may seem like a feature of the better CX, but would actually drive performance.

“What you don’t want is to add 15 tracking pixels, for example to slow down the website or I’ve seen this a few times when the graphics team gives a picture of a 10 meg file because it’s beautiful, but well, a 10 meg file is a little too a lot for a website. I want to say that no one has a screen that can take full advantage of these things, “Daudi said.

CX also refers to the good experience of employees

Many applications now have a dual purpose: to serve customers, but also to ensure that employees can easily understand what customers want.

“With the interaction between the customer and the customer service representative, you have your mobile application, you have your own web portal for the customer. And then at the back you have the agent support system. But this is related to the portal and the chatbot.

And not only do you need synchronization information, but you also need the ability for the employee to understand the context really quickly, ”said Wong of Gartner.

Also, the use of smart bots and AI can automate, predict customer behavior and scale customer service. Businesses are beginning to realize that bots can help them effectively keep up with customer requirements by customizing the experience for their customers and can increase the experience for employees. Brands report a 7% increase in customer satisfaction scores (CSAT) as a result of successful bot implementations, according to the Future of CX: 2022 report.

While user-oriented bots are common, new agent assistants come with AI features such as process automation for recurring support tasks or article suggestions for the next steps customers need to take.

AI in the user experience is now able to analyze data and find correlations that one may not be able to discern. For example, a human customer support agent may not be able to tell you that a customer seeking a refund is more likely to purchase a product in the future if they receive their refund quickly. But an AI system can analyze the data and come to this conclusion.

In addition, AI can automate customer support tasks, such as answering simple questions and answering customer inquiries. This frees up human customer support agents to deal with more complex issues. AI can also be used to proactively reach customers who are at risk of disposal. For example, an AI system can analyze a customer’s purchase history and maintain interactions to identify when a customer is dissatisfied. The artificial intelligence system can then actively contact the customer to try to resolve the issue before the customer decides to opt out.

Great Expectations in the customer experience

Previous articleHow technology leaders can learn from Alphabet and Meta
Next articleThe site of Lake Mead, where a barrel with the body was found, was half a mile from the shore in the 1980s.