Customer experience and technical evolution
In many industries, the experience that customers receive is driven by technology. Of course, such technology is changing rapidly, which means that the experiences that can be delivered is also evolving. Organisations must ensure that they keep pace with such changes. As a result, when making investment decisions, managers must choose from a wide selection of solutions.
So, let’s explore some of the key options managers need to consider when seeking to deliver enhanced customer experience in today’s multichannel digital world.
Mobile devices are rapidly becoming the most important channel for customer contact and engagement. Today, Smartphones are more important than computers as e-commerce source. Everything is done on the move!
Digital experience management system
Is content still king? Not anymore! Instead, while content remains important, how you manage all digital touchpoints and deliver, not only content, but also core services and co-ordinate marketing, commerce and service processes has become paramount.
Multi-channel and Multi-Party information
Customer information has to be understood on all levels, via all channels. It has to include the interpretation of their actions, sources of data, and identify all interaction points with employees, partners and distributors. This requires consolidation of information in an intelligent format.
Big data analytics
Emerging analytic tools that offer descriptive, predictive and prescriptive capabilities make it easier than ever to create and mine the lake of available data. These tools provide two distinct views - the past and the future - and link it with a suggested prioritized action plan.
IoT and Customer Experience
Made up of millions of smart, connected devices, the IoT is of the greatest importance because of the data it gathers, produces and distributes. The ability to leverage connected products and other sensor-generated data to enhance customer experience is unprecedented - and a growing opportunity that everybody should take advantage of.
API’s can give your organisation the ability to respond more profitably and intelligently to customer interactions, by becoming more responsive, flexible and efficient. They can create new, more personalised and richer experiences. For example, sending one customer to video or text chat, and another to a special offer or “help” article. This can be achieved by making it easier to integrate and connect applications with people, places, data and more - delivering agile, reactive content from legacy and cloud systems.
Human or avatar service contact
A digital person (or ‘bot”) will speak on behalf of your firm. It will take orders, provide support and answer questions. It will upsell, and issue refunds. All of this, and more, in response to verbal or written requests by customers and employees. It starts with simple requests and intelligent learning increases the service range and capabilities. Alexa, Siri and Cortana are operational; enterprises are beginning to capitalise on such innovations.
Customer-centric virtual and augmented reality
Virtual and augmented reality can offer rich, immersive and deeply personalised experiences, unlocking penetration of such technology beyond gaming — reimagining things like ecommerce (e.g. high-end retail or auto buying), education (e.g. higher education, workplace safety and employee training), and healthcare (physical therapy, and virtual surgery), among others.
Cybersecurity and customer loyalty
Fraud is a key concern for both customers and executives alike, particularly for e-commerce, banking, and other online activities. The very and constant real threat of fraud makes cybersecurity critical, because breaches cause customers to move away and to erode brand loyalty and customer confidence.
These are only some of the key drivers shaping our industry today. What’s clear is that technology is transforming the customer experience. It’s heavily influenced by how customers interact with your website, mobile app, social media channels and contact center – in other words, by the combination of technologies you deploy.
Not only must you make the most of each touch point, but you must also consider how they evolve and can offer new experiences. To ensure the long-term success of your business a clear strategy that considers customer experience in the context of new technologies has become mandatory.