During the pandemic, the importance of the customer experience has exploded and has begun to be seen as an investment rather than an expense. In fact, 77% of executives of Spanish companies believe that investment in customer experience (CX) technology is essential to improve the user experience. Despite this, according to IDC data, many of them do not have a concrete strategy for the implementation of these new technologies that allow creating a more satisfactory customer experience.

On the other hand, the penetration of new technologies in improving the customer experience will continue to increase over the next few years. According to Gartner predictions, by 2022, two-thirds of all customer experience projects will use new technologies. Given this paradigm, from the Omega CRM company, some of the main challenges that companies face when implementing and improving an adequate customer experience stand out:

Make customer experience a priority
Sometimes companies do not place the value that the customer experience deserves. According to the Digital 2021 report by Hootsuite and We Are Social, Spaniards spend 6 hours a day in front of a screen, so they are already experts in its use and know how to identify good and bad browsing experiences.

In this sense, an intuitive and usable interface, a simple purchase process and online customer service must be designed from the point of view of the user, their interests and needs, being key the constant review of the customer experience to obtain the best experience possible. Knowing the customer experience and having it always present when changes are implemented in products and services is essential for their continuous improvement.

Listen to customers to get to know them in depth
Mere interaction with customers is not enough. Your opinion is key to be able to continue improving the products and services of a company. It is not enough to simply observe, collect and analyze customer behavior data, but it is also necessary to ask them directly in which areas they can improve. The new data protection legislation undoubtedly poses technological challenges to companies, which must know the customer and be able to predict their behavior, always respecting the regulation.

To optimize the customer experience, companies must analyze and implement if necessary the changes suggested by their consumers and seek new formulas for improvement, implementing new technologies, facilitating processes or eliminating unnecessary steps in a purchasing process.

Carry out good data management
A recent study reveals that data savvy companies enjoy between 30% and 90% advantage in metrics related to customer engagement, gross revenue, operational efficiency and cost savings and are therefore able to extract better information about their customers, products and services to improve and personalize them. Data management has become a fundamental strategy for all companies, but many are limited to its collection and do not get to analyze and draw conclusions from it. The collection of data from different sources, its integration and analysis with new technologies such as CDP,

Offer a personalized experience
Personalization is increasingly important in the digital environment. So much so that, according to Forbes, 90% of consumers want more personalization and 80% are more likely to invest in brands that offer personalized experiences. It is becoming increasingly complex for companies to offer differentiated products and the current difference is increasingly marked by the customer experience.

The combination of new technologies for customer relations with predictive models of identification and segmentation, advanced data analytics and automatic prescriptive models of the next possible best action for the customer are increasingly relevant, hence their importance, in order to reach customers. users in a more personal and unique way,

Interact with the client through different platforms
Communication with customers and users is increasingly complex due to the number of existing channels. Regardless of the platform, companies must analyze in which ones they should be present, what their speech will be in them and how they will interact with the customer, but, above all, how they will take advantage of the data and feedback from them to improve their products and services.

What is truly important for companies is the collation of data that can be done since, by combining data, a more complete and reliable vision of the client can be extracted, and thus cover the needs they may have. All these communication channels must be connected, in order to take advantage of the information obtained from them in the most efficient way possible, keeping a record of customers, creating histories and improving attention in future interactions with them.

Working in a coordinated way through different platforms will allow the company to give a feeling of closeness and understanding, differentiating factors in digital environments. “In an eminently technological world and customers with increasing capacities for choice and less aversion to change, companies must improve the experiences offered to their customers with” customer centric – digital first “strategies.

For this they must implement strategic plans that facilitate them reach the established objectives and invest in the necessary technology to be able to meet them, and we are not only talking about Data or Analytics, but more innovative technologies such as Blockchain or augmented reality (AR). Therefore, companies must take experience into account not only as a fundamental pillar of their strategies, but also as a basis for differentiation at the same level as their own offer of products or services “states David GarcĂ­a Fuentes, CEO of Omega CRM.

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