Customer Experience has become the new Brand. Customer-centricity is the word of the hour. There are stats upon stats about how investing in CX is the pathway to sustained growth. More and more companies are now investing in CX Management. In fact, as per Adobe,
Companies that prioritized customer experience were 3 times more likely than their peers to have significantly exceeded their top business goals in 2019.
Numerous new and exciting things are happening in the world of CX. New concepts and methods are constantly coming up. While everyone is interested in things like AI and advanced analytics it is important to not lose sight of the CX basics.
Of course, Text and Sentiment Analytics, Churn Prediction, and fancy real-time dashboards are interesting to focus on. They’re new, exotic and take your customer insights to a new level. But, don’t forget the admittedly boring yet crucial CX basics. If you don’t get them right, you’re entire CX initiative will fail.
The Important CX Basics
1. Correct customer data
It sounds like an obvious point but the number of times companies enter wrong customer information is truly surprising.
If you have branches or franchises, make sure they are actively collecting and storing correct customer details. This means meticulously checking names, email addresses, phone numbers and more.
2. Sending surveys to the right customer segment.
Again, all the fancy analytics in the world will be useless if you are sending feedback surveys to the wrong people. So, segment your customers carefully. Also, make sure that you are sending surveys to the right people by selecting the right respondent group.
3. Sending surveys at the right time
As a rule of thumb, the best time to send a survey is immediately after a transaction. The longer you wait, the less likely it is that your customer will respond. Or in some cases, respond with the most accurate information.
However, in some cases, it is better to wait a while before bombarding your customers with a survey. For example,
If you sell a consumer durable product, it’s best to wait a few days before sending a survey. This will allow your customer the time to properly use the product before giving any feedback about it.
We know these steps sound like a no-brainer. But if you truly want to improve your CX, committing to these CX basics is the most important first step. This is what you build you entire initiative on. So, take some time out to develop a strong foundation.