CX, or customer experience, is the sum of all the interactions a customer has with a business. From the first time they see an ad for your brand, to the point of purchase, to customer service and beyond, each step of the journey is an opportunity for a business to optimize and impress.
New technologies affect CX in a multitude of ways, large and small. In this post, we walk through not just the new technologies themselves, but the best way to implement them to ensure that your customers walk away feeling good. You may be surprised to find that improving CX is not just a question of purchasing the best software and devices. Thoughtful decisions about CX technologies improve your relationship with your customers every step of the way.
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Walk Backwards
You may be so focused on the day-to-day operations of your business, you don’t often think about your customers’ journeys. But according to an American Express study, consumers say they’re willing to spend 17% more to work with companies that deliver excellent service. Put yourself in your customers’ shoes. Keep in mind that at the end of the day, your customers are an individual or group of individuals, even if you operate in the B2B space.
“Walking backwards” is especially useful when your business provides or processes large amounts of customer data, such as telematics data. For more on telematics, take a look at our go-to guides, which address the basics of how it works, how it’s used in fleet management, its future, and how it incorporates software and hardware. While you might be tempted to offer your customer every piece of data you have gathered, it is important to decide which information is relevant to your customers’ needs. Are there specific points they are interested in? Is there a certain item of inventory they would like to follow throughout its journey? By asking yourself these questions, you can avoid “data dumping” on your customers.
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Optimize Your Website
The way many of us encounter a business for the first time is through the web. Therefore it is of the utmost importance that your website performs well, giving your customers easy access to the resources they seek.
Beyond excellent design and thoughtful copy, your website needs to be up to speed. The Aberdeen Group found that just a one-second delay in page load time yields a 16% decrease in customer satisfaction. There are plenty of software companies that can help boost your speed and eliminate loading time.
An important part of CX is making help easily available. Is the contact page of your website accessible and clear? If your customer is having an issue with your product or service, and they can’t figure out how to get help, you could have a perfect website and your customer will still be unhappy.
It’s also important to remember that a significant percentage of users are navigating your website on a mobile device. Depending on what your business does, it may make sense to assume that the majority of your customers are seeing your website for the first time on a smartphone screen. Be cognizant of all the different ways your customers interact with your digital interfaces.
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Integrate AI & Automation
Artificial intelligence sounds futuristic, but it’s all around us. If you have ever used the Amazon chatbot to return items, or Siri to find out what a song is, you are already familiar with the possibilities of AI.
Many companies have implemented AI for CX management in the form of chatbots that help customers navigate websites. More advanced features are also available, like a chatbot that can check on the status of an order. Easy questions that can be answered by an AI tool take less time away from customer service representatives, freeing them up to address more pressing or difficult matters.
On the backend, email automation allows you to stay in regular communication with your customers. Our automation go-to guide provides a more in-depth look at how businesses benefit from this technology.
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Streamline Communication & Visibility
No matter what your organization does, communicating with your customers develops trust and encourages repeat business. This Qualtrics study showed that 75% of consumers who give a company a “very good” customer experience rating are likely to forgive a company for a bad experience. GPS tracking is a way to ensure consistent customer service and rapid notification in case there is a problem or delay.
When it comes to open communication, GPS tracking ensures that all of your inventory is getting to where it needs to be, and that the right people will be alerted if something is late or disappears. All stakeholders can see on a computer or mobile device where the trackers are and when they moved. GPS tracking helps management provide ETAs for service teams and shipments to customers, guaranteeing a transparent customer service experience.
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Engage with Reviews and Feedback
Your customers care about being heard. This study conducted by Microsoft shows that 90% of customers have a more favorable view of brands that give them the opportunity to provide feedback.
CX isn’t just about providing services. Customers may have ideas about ways to implement your services more efficiently, and if you don’t ask, you’ll never know. You can use email automation, chatbots, and other technologies to collect information that can be valuable for your business.
Reviews also make a huge difference. Think of sites like Seamless or Yelp. Chances are, you’ll pick the restaurant that has the most stars and positive reviews. The same goes for any other business. Unfortunately, most happy customers won’t leave a review on their own volition. To encourage positive reviews and outweigh any negatives, you can offer something as simple as a coupon. The customer will feel appreciated, and build more trust with you. It’s also a smart idea to email and ask for anonymous feedback so you can improve on weaknesses that might not otherwise be brought to your attention.
