In 2022, CX has become an essential KPI for organisations when it comes to enhancing revenue but it also places pressure on organisations to make rapid changes that will positively transform their customer experiences. The potential windfall of such a transformation is evident.
According to a Forrester study, brands with exceptional customer experiences tend to earn 5.7 times the revenue of brands with less customer experience success.
However, the problem lies in the approach that many organisations are taking to achieve their CX transformation goals. For Example, many businesses immediately look towards technological innovation investment as a way to slowly add new features and build out more robust customer engagement capabilities. While this is true, it also rapidly increases the number of CX tools the average company is using — which is not always a benefit and can lead to the creation of a new set of CX challenges.
In layman’s terms, many businesses are building their CX strategies in a way that damages the total experience they can offer to their customers.
What Is the Total Experience?
Total experience bridges user, customer and employee experience disciplines into one transformational experience that amalgamates every customer touchpoint, aligns the brand across every channel and platform, coordinates business functions and establishes complete trust within every possible journey.
How do you Design and Coordinate a Seamless Total Experience?
Creating an effective total experience requires a combination of understanding, design and coordination. To make your CX technology work for you, you must first have a ‘total experience roadmap’ in place that considers all the interactions people have with your brand’s channels, products or services. Remember: technology should help you coordinate the design — it should not dictate the design.
Let’s take a look at six foundational objectives organisations can use to level up their CX strategy to create a total experience that excites customers and drives long-term loyalty – resulting in greater customer lifetime value (CLV)
- Meet people’s emotional needs as well as their functional ones. Today’s customers have a baseline expectation for receiving an efficient and effective experience with your brand. Additionally, employees and customers increasingly desire an emotional connection with your brand. As a business, you need to be asking yourself – what are the emotional motivations or triggers that bring them to you in the first place? and how do those triggers influence their functional needs during those interactions?
- Ensure every experience is both predictive and proactive. It is very common for businesses to design their ‘total experience roadmap’ by utilising past customer journeys. This tends to be a default strategy for a lot of brands as it is the most readily available data they have. However, this approach creates a reactionary experience — one that is built upon waiting for the customer to engage with a problem, information request or support need first before they’re able to respond or offer a solution.
Instead, you should be thinking about how your brand can introduce proactive communications and the next-best actions that guide and motivate your customers, ultimately helping them to navigate across channels and singular engagements.
- Create a humanised experience. In today’s business environment, much of the total customer experience is digital. While this makes it easier to get support, make purchases, or explore products and services anywhere at any time, it also takes away some of the opportunities that human interactions bring to the table when it comes to building a lasting impression on your customers.
Therefore, as you design your total experience, you need to consider where higher-touch moments could benefit from a more personal interaction — either face-to-face or via other personalized elements. Technology can then be used to help free up employees to deliver more personalised experiences to customers in moments that need them most.
- Use hyper-personalization to boost the impact of every touchpoint. Hyper-personalisation recognises people’s unique needs and preferences within touchpoints across the customer journey. Every customer wants to feel seen and heard in every moment. By utilising customer data to create personalised experiences and develop informed advice throughout all organisational channels your customers can feel less like a number.
- Evaluate your current business architecture/technology stack with brutal honesty. If your organisation has already invested in a few different CX tools to help prosper greater personalisation, efficient and effective support and more channels to the customer experience, it is most likely time to review and see how well these tools are accomplishing these goals.
- Foster organisational alignment. When an organization is aligned, everyone understands and shares the same mindset about the desired total experience. This shared vision for the customer experience helps motivate everyone on the team to keep moving forward and to be ready for any changes like new terms, tools, and internal methods that may pop up along the way. It’s a collective commitment to CX success.
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