If you aren’t serious about getting CX right, your competition is. Quick tip: Follow your customer on social media, mobile, web chat, and physical touchpoints.

Delivering exceptional experiences in the age of the empowered customer is quite a task. Today’s empowered customers demand highly connected, personalized experiences across a wide range of physical, web-based, and mobile touchpoints.

Your ability as a company to deliver these experiences directly impacts customer loyalty, satisfaction, and sales. While failing to meet these new expectations can be a threat, successfully providing exceptional, modern experiences differentiates your business from the competition while helping to convert prospects into customers–and customers into brand advocates.

Getting customer experiences right can deliver huge benefits to your business, from greater customer loyalty to an increase in the lifetime value of customers. But with so many channels and touchpoints in use, businesses need to find easier ways of managing engagement that enable them to proactively provide outstanding, personalized experiences for every one of their customers.

Engage Customers on Their Terms
To deliver great experiences, your company must meet and engage customers on their terms. With the adoption of social technologies and new communication channels, the balance of power in service relationships has shifted into the hands of consumers. It’s now up to organizations to ensure they can deliver the experiences their customers want, when they want them, through their channels of choice.

Two-thirds of survey respondents to Avaya’s recent Customer Effort Impact Study said they are likely to stop spending money with a company as a result of a “high-effort” experience.

Inconveniencing today’s customers has a price. If the experiences you deliver are high-effort, they can cause a loss of customer loyalty, unnecessary call center escalation, and significant brand damage. Two-thirds of survey respondents to Avaya’s recent Customer Effort Impact Study said they are likely to stop spending money with a company as a result of a “high-effort” experience, with more than one-third extremely likely to do so. The findings of this survey also reinforce the view that the service experience directly impacts customers’ buying decisions, long-term brand loyalty, and likelihood to recommend a company’s products and services to someone else.

It’s important to recognize that every single interaction carries the risk of creating unnecessary complexity and customer dissatisfaction. Simplicity and consistency are essential at every touchpoint of a customer’s service journey. Because of this, many companies now rightfully see Customer Experience Management (CEM) as a necessity instead of a luxury. Customer Experience Management programs are the backbone of modern customer service, delivering valuable customer insight, giving brands a competitive edge, and powering the simple, convenient, interconnected service experiences that today’s customers demand. 

Better Engaging Customers for Better Results

To truly delight your customers, your organization needs to make every interaction count. Your customers are only as loyal as their last experience, and every time you engage with them you risk losing them permanently if the service you deliver does not meet their expectations. With timely information and insights, you can make every interaction proactive, instead of reactive.

Customer interactions are opportunities to deliver real value to a customer, and every connection is an opportunity to nurture them and increase their lifetime value to the company. But to achieve this, you must keep experiences relevant and respect the unique impact that every service issue has on the lives of your customers. One example of this is service that an airline could deliver in the event of a delayed flight. Following a delay, you could set up an alert to let the customer know they have missed their connection, without them needing to come to you.

By tailoring your service to each individual customer, you can simplify their journeys, significantly reduce the time it takes them to resolve their enquiries, and make their service experiences completely frictionless.

You also have the opportunity to resolve any anxiety that the situation may have caused the passenger by automatically rescheduling their connection–creating a highly relevant experience from what could have otherwise been a disaster. Personalization is critical in Customer Experience Management. Customers don’t require huge selections of options, they require the options that are relevant to their situation. When customers are presented with only the most relevant options, it enables them to effectively self-serve–in turn reducing contact center workloads.

By tailoring your service to each individual customer, you can simplify their journeys, significantly reduce the time it takes them to resolve their enquiries, and make their service experiences completely frictionless. Measuring your omni-channel engagement strategy against all these of elements forms a true customer-facing perspective that will improve your ability to create innovative new services that turn good interactions into great interactions.