Customer Experience Management - In pursuit of better customer service
Omnichannel’s key role
Modern customer service is non-existent without an omnichannel strategy. A multitude of mutually complementary, interwoven, and integrated channels constitutes a foundation for a positive customer experience.
Diversification of customer service channels builds long-term relationships, boosts customer trust, and enhances company credibility; together, these offer an effective competitive edge.
1. Omnichannel during the engagement stage
Many of the available products/service information channels are visited by users in the first stage of their customer journey - the awareness stage. Users searching information are not clients at this point; they’ve just begun to identify and determine their needs and expectations, which will later be compared against the final outcome. At this stage, the following should be ensured:
- Numerous and diversified communication channels.
- Channels match target groups.
- Customer can obtain information outside of traditional Customer Service business hours.
At this stage, consumers tend to use more than the official channels controlled by the company. They frequently resort to other clients' reviews, which means that the quality of service received by previous users is directly translated into prospects’ experience. According to Deloitte’s “Polish CX Drivers” customer experience survey, customers ranked the most frequently-used search channels like this:
Source: Polish CX Drivers 2020, a report by Deloitte
2. Omnichannel at the onboarding stage
A professionally-conducted onboarding increases the chances of a client's positive decision to choose a given product or service offered by the company. In order for the consumer to move on to the next stage of the Customer Journey, the process should be:
- Fast - Having made their decision, customers want to start using their purchase as soon as possible. Any delays will affect customers' assessment of the service.
- Functional - Customers should be able to intuitively use key functionalities without any additional instructions.
- Personalized - Onboarding should be adjusted to the needs and competencies of the client (e.g. taking into account their digital savviness) to avoid any misunderstandings and problematic situations.
The Deloitte survey also showed which onboarding channels received the highest scores from particular industry representatives:
Źródło: Raport Polish CX Drivers 2020 raport Deloitte
3. Self-service during product use
Long-term use of a product or service means the client will sometimes need support – e.g. by having some questions answered or doubts clarified. Often, these situations do not require interacting with company personnel; the user should be able to quickly sort them with self-service channels. At this stage, customer satisfaction is determined by the client's ability to choose an effective channel that facilitates self-service.
According to this Microsoft report, as many as 66% of customers use at least 3 channels to contact customer service. In the Botwise survey Challenges and trends in Customer Care departments - 2020 , 84% of respondents admitted to searching information on the website prior to contacting a company employee.
Total Experience: A joint and comprehensive effort and approach
Total Experience (TX) is a comprehensive way of combining all experiences across the entire organization. This approach embraces the employee experience (EX), customer experience (CX), and user experience (UX) so that all of these parties can have the best possible outcome.
At the heart of the Total Experience strategy lies a human being playing different roles in different situations (such as a user or an employee). The idea of H2H places emphasis on human emotions, feelings, and personalized needs at each stage of consumption. In order to account for them, generate positive customer impressions, and stay ahead of the competition, organizations must analyze the entire experience – employees as well as consumers. The ability to succeed is rooted in company culture. Competent, well-trained employees who share and represent their company's values and mission have a positive impact on the customer experience.
Source: PwC Future of Customer Experience Survey 2017/18
To ensure a consistent digital experience throughout the entire customer journey (from the first contact, through research, purchase, after-sales service, and building loyalty) a vital role is played by technological tools. They help us achieve measurable business results and establish our organization’s market position, which can be easily seen in leading companies’ success stories.