The role of advanced technology in modern CX

While customer experience (CX) will always require human touch, there is something to be said about technology and its role in keeping customers happy and engaged. And if you look at the current landscape of business tools, you’ll see that there’s never been a better time to focus on modern CX.

What is customer experience?

Customer experience can seem like a buzzword or fancy term that Silicon Valley startups paste into PowerPoint presentations when raising new capital. However, it’s a tangible concept that has a real impact on your business (for better or for worse).

According to HubSpot, “Customer experience is the impression a customer has of your brand as a whole throughout all aspects of the buyer’s journey. It leads to their view of your brand and impacts factors related to your bottom line, including revenue. “

Modern CX is especially important when you think about the sheer number of options the average customer has to choose from. With so many similar services and products being sold by competitors, you need something that sets you apart. A positive customer experience can help you do this. Likewise, ongoing CX impacts loyalty, repeat purchases, customer lifetime value, and more.

Customer experience is created and influenced by two key touchpoints within your organization: Everyone and yours Cosmetics. If you’re going to enhance the customer experience, start by thinking about (1) how you can improve the way people interact with and serve your customers, and (2) quality, convenience, and value. customer perception of your product.

Explore high-tech approaches to customer experience

If you want to enhance the customer experience and grow your business, you have to reduce friction. And the best way to reduce friction is to streamline your approach using technology and innovation.

Here are some technologies and approaches that successful companies rely on (and you can too).

1. IT support software

If you’re still using the basic ticketing system to handle IT and support requests, you’re playing from the back. Not only are your customers extremely frustrated with slow speeds and poor service, but your employees are drowning behind the scenes.

IT-enabled software reduces end-user confusion, streamline problem-solving and quick use of difficult tickets. Some of the features of IT help desk software may include the following.

  • Assign individual tickets to specific team members based on skill sets, certifications, experience, and availability. This ensures customers receive the best (and fastest) support for their individual needs.
  • Tickets support automatic and intelligent classification so that simple fixes can be automatically resolved without requiring manual input from team members.
  • Receive notifications and reminders of backlogs so that no customer request is left open for too long.

Most advanced help desk software is built in the cloud, which increases flexibility for your team and allows you to provide customer support from anywhere (regardless of location or device) .

It’s also fully extensible, which makes it easy to continue providing great support, even as your customer base and support ticket count grow.

2. AI and ML Chatbots

People want as many different customer service options and channels as possible. And they expect someone to be there to help them no matter the hour or the day. From a company perspective, this creates a lot of pressure and expectations. Thankfully, once again, technology comes to the rescue. This time, it’s in the form of artificial intelligence (AI) and machine learning (ML) chatbots.

AI and ML chatbots are basically online chat technology with smart algorithms. Companies program them to understand and interpret customer questions. They can provide answers, suggest solutions, and/or categorize customer support requests. The employee can then send the ticket to the correct support person.

While some companies choose to develop their own chatbots, you can also leverage existing platforms.

3. 24/7 social monitoring

You cannot afford to watch timeout. While 9 to 5 may be standard business hours, companies with a high modern CX score track what’s happening with their customers 24/7/365…and so should you.

While 24/7 monitoring is important, you don’t need to have yourself (or your employees) sitting in front of your computer or phone around the clock. Using monitoring software, you can listen to what’s happening and gather insights into what people are saying on social media. You can also monitor, analyze, and respond to email and chat requests.

Some of the leading 24/7 monitoring platforms on the market include Zendesk, Hubspot, LiveAgent, and Hootsuite.

4. Virtual and Augmented Reality

While it may not be as popular as some of the other technologies listed in this article, don’t underestimate the rise of augmented reality (AR) and virtual reality (VR). We live in a virtual world where many purchasing processes are taking place at a distance. This is something that leading brands are always looking for ways to increase customer engagement and enhance the shopping experience. AR and VR are game changers in this regard.

Amazon, which has always been competitive when it comes to modern CXs – is a great example. Their new AR . View technology that allows shoppers to view items in their home before purchasing.

Amazon’s technology allows potential customers to view products in their own home space before they buy. They can make purchases based on how the product looks and matches their current settings, color palette, etc. They no longer need to move furniture around when something arrives just to spot it. It turns out that it doesn’t really work as they thought it would. Instead, they use smartphones to boost their confidence before making a purchase.

Aside from being fun and unique, this “watch in your room” technology also serves the distinct purpose of reducing the friction that shoppers often have when they don’t know what a product will look like. in their home and/or whether it’s cosmic. Customers using this augmented reality technology are happier with their final purchases and less likely to return the products they purchased.

Measuring customer experience

If you’re going to improve your CX strategy, you want to make sure you’re measuring it. (This is the only way to track progress and know if you’re getting the results you’re looking for.) Again, there are several ways you can do this, including the following. .

  • Start tracking your Customer Satisfaction Score (CSAT). It’s basically a measurement of how satisfied your customers are with your products and services.
    • To calculate CSAT scores, simply send customers a survey one question after a purchase or support interaction asking: “How satisfied are you with [company/product]? “
    • Typically, you ask customers to rate their satisfaction on a scale of 1-10 (with 10 being the most positive).
    • Over time, you can track your CSAT score and see when it goes up or down. This will give you some context on how your customers feel.
  • It’s natural to have some stir. However, tracking customer churn will help you understand when and why customers leave.
    • Dig deep and analyze data. Identify the reason for the interruption and any actions you can take to reduce future disruptions.
  • Interact with customers and proactively collect feedback. If possible, meet with customers face-to-face or have extended discussions by phone or videoconference.
    • This allows you to measure both experiences and emotions. (You can say a lot of things through voice, thought, word choice, etc.)

Add it all up

Customer experience is more than just a buzzword. It’s a tangible measurement of how customers perceive your brand and its products.

By prioritizing modern CX with the right high-tech investments, you can improve outcomes and experience success.

Featured Image: CottonBro; Thank you!

Deanna Ritchie

Deanna Ritchie

Manage Editors at ReadWrite

Deanna is the Managing Editor at ReadWrite. Previously, she was Editor-in-Chief for Startup Grind and has over 20 years of experience in content management and content development.

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