Taking customer experience to the next level
Organizations are increasingly turning their attention to creating good customer experiences. And not just because consumers have become more demanding and empowered. It is also becoming increasingly clear that positive consumer experiences are also beneficial to the organization itself. After all, it’s cheaper to retain customers than to keep attracting new ones. On top of that, loyal customers spend more and are free word-of-mouth advertising. So, improving the customer experience isn’t just something you do for the customer. You also do it for yourself.
Start creating a customer experience
It all starts with putting the customer first. If you want to get started with customer experience (CX), you first need to map out the customer journey, analyse customer needs, and then set up the organization in such a way that you can exceed customer expectations.
Once you start, you will soon run into a number of challenges – usually in the ‘mapping the customer journey’ stage. Because most organizations don’t have just one customer, but thousands. These customers all have different customer journeys and different needs.
Fortunately, advancements in technology allow us to get to know our customers better and better and offer them more personalized experiences. This is precisely why technology, data, and customer experience are so inextricably linked.
Data-driven Customer Experience
If you are serious about boosting customer satisfaction, you will have to start engaging in data-driven customer interaction. The following aspects are crucial here:
The first step is to collect all customer interaction data from various sources. This data then needs to be organized and bundled. The key is to have one source where all data comes together.
This data can then be converted into information and insights – either using analytics applications or simple rules. All the available information can be a trigger to undertake certain actions.
You can then use the insights and information about the customer to develop a personal message, the subject matter and style of which perfectly matches the customer’s needs.
The next challenge is to communicate the message at exactly the right time and through the right channel. Regardless of which channel you use to interact with the customer, all contact points should be aligned with each other.
Each contact with the customer serves as input for future contact moments, so that you can increase the relevance for the customer. Contact moments can also be used as input for higher-level analyses.
Customer experience is not a project with a clear start and end point; because with each new customer contact, you gain valuable information that you can use to be even more relevant to the customer in the future. But customer needs can also change on a larger scale, to which you can respond as an organization. Customer experience is an ongoing process in which improvements are made continuously. Here at Broad Horizon, we help our customers to lead, innovate, and continuously improve. We call this the Continuous Journey.
Customer Experience in practice
Technological developments open up countless opportunities for useful customer experience applications. Here are a few examples.
Technological developments are opening up many new possibilities in the field of customer service. Just think of chatbots that answer customers’ questions and help with complaints. The goal isn’t to use chatbots for the entire customer service process, but they can usually solve common questions well and quickly. This means that customers are helped quickly, and customer service teams can deal with more complex requests.
Telephone customer service
Different personalities and different emotions require different approaches. Some customers need a rational customer service assistant; others need an assistant who’s particularly skilled in dealing with emotions. AI applications can analyse the customer’s spoken responses in the selection menu to predict their character and emotions. The caller can then be connected to the right call centre employee.
If your omnichannel marketing is up to scratch, all customer contact moments are connected to each other and each contact moment influences the next. Engagement scores are used to keep track of which topics convert customers best and in which stage of the customer journey they are in. Every click, like, purchase, and review brings you closer to the customer and the customer closer to you.
Most e-mail marketers no longer write e-mails, but rather hundreds of dynamic content blocks. Data is used to automatically determine which content blocks the customer gets to see, as well as what the e-mail will look like and when it will be sent. In the near future, this will also be obsolete: Content will be generated by bots that write specific content for each customer.
With the rise of technology, physical shops are becoming an increasingly smaller part of the customer journey. The interaction between online and offline channels is therefore becoming more and more important. Organizations are responding to this in various ways. For example, by sending customers notifications when they are near a shop or by presenting shop assistants with a complete customer profile based on online and offline customer behaviour.
At Feenstra, data from thousands of boilers is collected and analysed so that defects can be predicted very accurately and customers can be contacted in advance. This means that customers can always enjoy a hot shower and Feenstra can create predictable schedules for its technicians.
DELA wanted to communicate with its customers in a more customer-friendly and effective way, conveying the right message through the right channel. Cmotions helped DELA to set up a multi-channel next-best-action system so that it could improve all communications with its customers and increase the impact of customer contact.
With the Underlined Conversational AI module, customer conversations are turned into insights. This way you get a grip on customer relationships with data-driven decision-making, insights and personalization of customer interactions.
Microsoft’s Dynamics365 Apps contribute to the optimization of business processes focused on, for example, Field Service, Manufacturing, and Logistics. Combining this with the IoT creates new opportunities to simplify business processes and improve the customer experience.
An important starting point for any IoT initiative is the central cloud environment where all data is stored. And since, over time, we are talking about huge amounts of data, we have specific ready-to-go configurations based on Azure IoT available for IoT where it comes to computing power, performance, and storage capacity.
CX Insights Framework
The CX Insights Framework provides insight into the drivers that have a proven impact on customer and business value. Customer interactions are measured against a customer's entire experience and value to the organization.
With Dynamics 365 Customer Insights, customer data from various internal and external sources and systems comes together to create one complete and unique view of the customer. This way you create a 360 degree view of the wishes and needs of your customers.
Protecting systems is becoming increasingly important. We have developed a service specifically for IoT contexts where large amounts of (user) data is stored that continuously monitors and optimizes security.
Target to data
With our Target-to-Data approach, we bridge the gap between the organization’s strategic objectives and the implications for data management and technology.
You can create the most value by combining IoT data with data from other applications and (public) data sources. Connect Plus Integration Services is an Azure-based service bus that enables these links to be implemented and managed quickly and easily.
The amount and importance of data is increasing. Therefore, make sure that your data is always safe and available. With Data Management as a Service, our data management professionals manage and protect your valuable business data.
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Tired of lagging behind the rest of the market? Want to get ahead of your competition? Then it’s time to partner with us. We can help you get where you want to be.