Since I joined Teleperformance, clearly Customer Experience is probably the most frequent topic I been hearing in every meeting or prospect forums. In addition, the question “What do customers want?” it is the most frequently asked. It is fascinating how the world change in the way we serve our customers.
Nevertheless, how much do we know about this change? According to October’s Forrester’s report “Winning in the customer era” C-level executives recognise customer insight as critical to business success, with 81% of respondents firmly positioning customer insights as their top priority. And over three-quarters (76%) of Nordic organisations stated their top priority is growth through their existing customer base.
Many businesses today understand that competition on products and services are not sufficient by itself. Customers – any type of customers – now wants to dictate the rules and they expect a high level of customer satisfaction from the newest entrepreneurs to the heavier organisations. Businesses that understands these changes will become superior competitors. Companies typically tend to be very disciplined about measuring customers’ satisfaction including different touch points from call centres, field services and online with results consistently high. But improving merely a customer touchpoints is not enough today. Looking in isolation at individual transactions made it hard for companies to identify areas of improvement. Focus groups detected that many customers were unhappy with their overall interactions. As companies went into further details, they realised that the cause was something few companies manage—and it comes down to cumulative experiences across multiple touchpoints and in multiple channels over time.
It is imperative that companies make the necessary changes to customer’s end-to-end journey including those critical touch points. Companies should focus on the overall collaborative goal for any department with customer contact– the customer experience. It is likely that some companies will start merging all their customer-facing tasks into a “customer engagement” or “customer relationship” department rather than maintaining their traditional silos. Practically this means that your marketing, sales, advertising, product research and your customer service team will need to be working towards the same objectives, priorities and performance measures.
As customer experience becomes the number one priority in many industries, we will start seeing how that manifest in Companies strategy. If you have not seen marketing strategy in your business change this way yet, you might want to ask yourself the way you interact with brands in the past five years? What are your expectations in the way retailers, airlines, or hotels communicate with you? And if your expectations have shifted then don’t you need to start asking as well across your organisation the same question? Leave a comment here or get in touch via my LinkedIn.