Over 50% of ANZ organisations consider the ability to improve customer experience the main outcome of their digital transformation initiatives.

Customer experience (CX) is not confined to the customer service that a company provides – instead it encompasses the entire experience customers have with a brand.

Every part of the interactions matters: from how employees interact with customers to how easily customers are able to navigate your company app or website. From how your sales and marketing teams pitch their messaging to the overall look and feel of a product, to the social media interactions that existing and prospective customers have with your brand.

Datacom's eBook 'Supercharge your CX transformation efforts' explores five key areas to create experiences that really matter to the customer.

As organisations work to create or maintain their competitive edge, they have to identify and address the gaps in their CX delivery and evaluate how to deploy best-in-class technology to become a brand that delivers excellent experiences and that customers want to continue to engage with.

Improving the policies and practices around your company's CX transformation process can be achieved with a few key steps:

1. Experiment and reimagine “experiences’’ for customers.

It is important to evaluate what you want the contact centre to achieve over the next few years. If your contact centre is incapable of handling customer expectations and a competitor can, chances are that you will not be able to retain your customers.

2. Incorporate a people-centric CX design

With the hybrid work model becoming mainstream, CX leaders must design new ways of working and collaboration within the contact centre. The best customer experiences are underpinned by a sense of empathy for - and connectedness to - another person.

3. Invest in getting to know your customer

Contact centres have access to vast amounts of data, ranging from CRM data, voice call data, data from web chats and chatbots, and data from the multiple analytics solutions deployed. But despite the wealth of information available to them, many organisations are plagued with the inability to fully use all the data to:

  • Understand customer preferences and intentions.
  • Make insights accessible to everyone working in a role that interacts with the customer.
  • Use the feedback these team members gain to find the gaps in the customer experience that you deliver.

4. Do not ignore omnichannel modernisation

Only 14% of contact centres in ANZ feel they are delivering a full omnichannel experience to their customers. Many enterprises confuse multichannel with omnichannel. In an omnichannel CX, multiple channels of communication are supported but they are also integrated. The conversation can be continued seamlessly irrespective of the channel the customer chooses, without losing the context - the end result is that the customer feels like the organisation knows and cares about them. In a multichannel contact centre, channels are siloed, and agents can’t see the context from prior interactions customers have had on other channels.

5. Compose digital experiences through the lens of the customers

In a world where customers expect high-quality service and often choose the channel of interaction, it is important to build digital experiences within the channels of their choice. Organisations need to constantly innovate and force CX, digital and innovation teams to build experiences for customers that truly matter.

Datacom’s top-down approach to CX ensures we identify the specific problems your organisation needs solved. We offer a range of specialist services, from our CX consultants to our value-hacking methodology and web platform development. We can help no matter what stage of the process you are in.

Download the Datacom eBook 'Supercharge your CX transformation efforts' for more insights.

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