Now that 2020 is finally here, everybody seems to have a game plan on how to make it THE year of big change. We’re going to get more sleep, eat healthier, exercise more and finally learn that skill we’ve been meaning to pick up for years. Right? Customer experience goals for 2020.
This is our year. The beginning of a new decade.
Of course, this is also a great time to formulate and execute business strategies that will transform your organisation into being more customer centric. As most of you probably know, 89% of companies now compete primarily based on customer experience.
So, here are 7 CX goals that you should focus on to make 2020 YOUR year-
Listen to your customers. We know, we know it sounds deceptively simple. But, actively listening to customers goes a long way in ensuring business success. Collecting AND analysing customer feedback is crucial for gathering data about for understanding how your customers truly feel about your product.
Don’t just measure and forget.
Utilise customer insights data in everyday decision making to promote customer centricity in your organisation. Customer centricity is the new brand. Seriously, all the cool kids are talking about it.
(Quick Side note, if you want to know how we use Text Analytics to dig out real-time insights, go here.)
2. AUTOMATION VS HUMANITY
Automation and chat bots have many advantages. They reduce customer service costs and decrease resolution time for simple queries or issues.
However, human customer supports agents are CRUCIAL for a business. As per a recent report titled, ‘Defining the Human Age: A Reflection on Customer Service in 2030’, “Humans and bots must co-exist in the workplace to create a seamless, end-to-end and unified experience.”
Because in case of an urgent inquiry, “the desire for human contact increases, with 44% people turning to the phone and 25% doing so in person.”
In fact, satisfying nervous or anxious customers will help you retain them, guaranteeing loyalty and referrals. On the other hand, isolating them, at the exact moment that they are desperate for human connection will be disastrous for your business.
All in all, use a combination of technology and humans to create an outstanding, end-to-end customer experience.
3. HYPER PERSONALISATION- THE NEW FRONTIER
Like it or not, consumers now expect services to be tailored to their requirement. While, we can blame Amazon, Netflix and Facebook for it, it is undeniable that consumers’ hunger for personalised experience will continue to grow.
Case in point, as per a report, 69% of consumers want a personalised experience.
With customer data and technology, it is possible for companies to deliver personalised experiences at every touchpoint. In fact, according to McKinsey
Personalization at scale can drive between 5 and 15% revenue growth for companies in the retail, travel, entertainment, telecom, and financial-services sectors.
So, buckle in and aim to understand your customers better, in order to dish out personalised CX.
4. EVERY BREATH YOU TAKE, I’LL BE WATCHING YOU
Who would have thought that everybody’s favourite creepy song could have a surprisingly good CX advice? No, we’re not asking you to stalk your customers.
Be where your customers are.
Omni-channel customer experience is a must in 2020.
Which means, taking the time to cultivate a social media presence will be extremely rewarding. In fact, engaging customers on social media and using it to address customer complaints will establish Brand Loyalty.
For the sceptics, as per a report, 71% customers reported that a positive social media experience would encourage them to recommend a brand to their friends and family.
PWC, in their 2020 report found out that
“number of companies investing in the omni-channel experience has jumped from 20% to more than 80%.”
5. EMPOWER EMPLOYEES
Engaged employees drive excellent Customer Experience. In fact, “Companies that lead in customer experience have 60% more engaged employees”.
Employees, particularly the ones on the front line serve as the eyes and ears of an organisation. In most cases, they are the experiences that customers have and remember. Sometimes, they even drive Customer Loyalty.
So, engaging and empowering them is pivotal to delivering excellent CX and by extension, business success.
Numr’s role-based, real-time dashboards are specifically designed keeping this in mind. By fostering transparency (another thing that customers go gaga over), we engage and empower employees to take proactive action.
(Also, read our article on how empowering employees can boost Profits here.)
6. LET CUSTOMERS HELP THEMSELVES
As per Zendesk, 67% customers prefer self-service over speaking to customer support. Additionally, 91% customers claimed that they would use an online information base if it was easy to access.
Which means, if the issue is simple, then consumers are willing to find the answers themselves.
So, going into 2020, you must ensure that
When your customers have a problem, a wide range of self-service tools are available to them, in case they want to solve it themselves.
7. MEASURE AND MANAGE
What gets measured, gets managed.
It’s a cliché, but that doesn’t make it any less true.
The first step towards delivering excellent customer experience at all touchpoints is to measure CX at all touchpoints. Sounds simple, right? However, eliciting feedback after all major interactions can be tedious and lead to survey fatigue. The goal isn’t to annoy the customers but to delight them.
An easy way to achieve this is to hire an experienced market research company. DIY ing customer experience management might seem cost-effective at first but can lead to a company haemorrhaging money. (Here’s why you actually need a market research company.)
An experienced market research company will provide you with the best tools to manage customer experience. Remember, the end-goal of any CX program is not customer data collection.
The goal is to obtain deep, actionable insights that can help in turning your customers into loyal Brand Advocates.
Case in point, here’s now Numr used Net Promoter Score® and improved CX for a travel app.
Don’t ghost your customers.
Customer Experience is the new battleground. Most companies now compete primarily on the quality of their Customer Experience. So, the best way to increased Growth and Revenue in 2020 is on the back of these 7 CX goals.