What Makes A Good Customer Experience?
Customer experience (CX) is a topic that we talk about often here at Ignite Digital Marketing. It’s one of our favorite topics because its impact is felt across every part of the customer journey – from initial contact through post-sale service.
So, why does CX matter so much? Well, for starters, customers expect to receive excellent experiences from companies large and small. In fact, according to research by the American Express OPEN Innovation Center, 81% of consumers say that “customer service is among the most important factors in choosing where to spend money and where to shop.” With this in mind, it’s no surprise that the number one priority for organizations today is improving the overall customer experience.
But what exactly does that mean? Here are some examples:
Automated messaging: The best CX software is built to provide immediate responses to questions and concerns. These automated messages can be triggered by a variety of events including actions taken by users on the website, site visits, social interactions, phone calls, and emails. Automated messages are also useful for cross selling and upselling products, providing information about product updates, and offering incentives such as coupons.
Personalization: The best CX solutions allow for customizing communications to individual customers based on behavior patterns. These tools are able to recognize individuals and tailor their communication accordingly. Additionally, they can help identify patterns of buying behaviors by analyzing data collected over time.
Analytics: The best CX platforms collect relevant data and present it in a meaningful way. They can track which pages are visited, which pages visitors return to, and which content resonates with them. Analytics tools enable marketers to see which marketing efforts worked well and which didn’t, allowing them to optimize future campaigns.
Mobile: Mobile devices have changed the expectations of CX. Today, mobile-first strategies are expected to ensure that all aspects of a brand’s interaction with customers are accessible via any device.
Social media: Social media is increasingly becoming the primary channel for consumer engagement. As such, CX tools must respond to these interactions quickly and effectively.
In addition to these core functions, many CX providers offer additional capabilities. Some include:
Chatbots: Chatbots are artificial intelligence programs that can answer questions and perform other tasks on behalf of a human operator. Companies like Zendesk and Intercom have successfully implemented chatbots to improve the customer experience.
Content curation: Content curation refers to the process of aggregating and organizing news articles, blog posts, and other types of content into a single resource. Many CX tools feature integrated content curation functionality that enables marketers to create curated collections of information to share with customers.
What Is Customer Experience Software Customer experience software helps companies measure the quality of their customer service by tracking responses from customers.