Three strategies for improving CX in 2022

Consumers today are constantly presented with a wealth of options; this puts great pressure on organisations to ensure they deliver a consistently great customer experience that will ultimately help to build long-term and profitable customer relationships.

However, recent studies show that brands are failing to do the job. 

According to stats from PwC – “59% of global consumers feel that companies have lost touch with the human element of customer experience (CX)”

Additionally, global SugarCRM research found that – “56% of UK companies say their customer churn has increased in the last 12 months”.

Now, while the pandemic has introduced new customer experience expectations and reminded us of the value of building and sustaining relationships, we are increasingly seeing businesses prioritising service-driven over sales-driven agendas. 

Reality is, that there is no better time than today to is get ahead of your competitors on the customer experience front and provide a first-class customer journey!

Here are three essential strategies for improving your customers’ experience in 2022.

1. Using AI to create empathy in marketing strategies:

The pandemic shifted a lot of buying behaviour to online channels, which meant that the demand for rewarding and streamlined experiences online was critical. However, to truly perform here, empathy and personalisationare essential – and now, thanks to advances in technology, are two strategies that are easily accessible for businesses.

Marketers are now attempting to juggle mass amounts of customer data that they must interpret and create personalised and empathic communications. This is something that’s proving too laborious and time-consuming a task for humans to complete, without the right technology and experience. Everyone wants to give that local corner shop experience, but it’s proving to be near impossible to scale up.

According to Gartner – “63% of digital marketing leaders still struggle with personalisation. But only “17% use AI and machine learning across the function.”

Until recently, many believed AI is solely used for assumptions and predictions. However, in reality AI now has multiple uses and is not merely limited to just administrative and data-driven tasks. AI is and will continue to become better and better!

We are now seeing the introduction of new tools and technology for automated sentiment analysis, AI is beginning to replace conventional feedback surveys to understand customer sentiment and respond in real-time, with a focus shifted to prioritising human emotions. AI can sort through voluminous data sets and can help identify the next-best actions and opportunities to connect with customers and take their journey one step further. 

2. Embracing a data-driven strategy

The days of relying on experience and intuition for marketers is gone. The new generation of marketing is all about becoming data-driven, in order to create experiences tailored to each customer. Analytics can be utilised to create detailed customer profiles that can help businesses understand consumer behaviours and preferences so that they can then produce predictive insights to anticipate their behaviours and identify real-time solutions and opportunities.

Having clear insights into customer behaviours, needs and contextual data is critical. However, Sugar research has revealed  that – “up to 50% of sales leaders admit they cannot access customer data across marketing, sales, and service systems, leaving customer-facing team members without a clear picture of their customers.”

This can be achieved by integrating a CRM platform that focuses on marketing automation and data collection. Data captured must include all touchpoints and key activity, such as:

  • Calls.
  • Messages.
  • Emails.
  • Enquiries
  • Competitor mentions
  • Website interactions and
  • Activity logging. 

This captured data should be logged automatically and linked to the lead, opportunity, or customer account.

3. Creating a holistic customer journey

Nowadays when it comes to digital customer journeys, they can be quite complex and continually evolving. There is no straightforward ‘one size fits all’ route to follow and businesses often only have one shot to make a lasting impression. This means that maintaining customer retention is more sensitive (and difficult) than ever. 

According to PwC – “one in three customers say they will walk away from a brand they love after just one bad experience”

Companies that focus on improving customer experiences across a holistic customer journey are more likely to succeed and retain customers. 

However, an approach like this needs to be underpinned by flawless customer support and to achieve this, your frontline support team need to be armed with the right technology, resources and shared knowledge to diagnose and solve problems quickly.

A service-driven agenda that delivers a consistent and personalised customer journey both online and in-person will be the difference between long-term customer loyalty and losing these customers to competitors.

Technology and data are a non-negotiable in the process as they are essential to any modern sales and revenue management playbook. Analytics and advanced techniques such as AI can help to facilitate and contribute to forging memorable relationships with customers. Intelligent technology helps teams understand what a “good” customer experience looks like vs a bad one, and subsequently allows sales processes to become repeatable motions.

All businesses and business leaders should be asking themselves: How do we optimise leads and ensure we are providing the best possible experience for our customer across all their customer journeys.

How can we help you?

Great CX begins and ends with listening to the customer. If your organisation needs assistance with CX Surveys or listening and defining customer expectations for customer-facing processes the HOED Research Team is experienced and readily available to help. With over 28 years of experience enhancing business CX capabilities to increase overall revenues, we can confidently say that we have the right expertise to help you win!