Tackling CX Challenges In 2017 And Beyond

Tackling CX Challenges In 2017 And Beyond
SHARE
THIS



As technology continues to evolve, the science and analytics behind Customer Experience (CX) must race to keep pace. Alok Kulkarni, Co-Founder and CEO of Cyara (pictured above), explains the key  customer experience challenges in 2017 and how organisations can tackle them.

As technology continues to evolve, the science and analytics behind CX must race to keep pace. New innovations are consistently entering the market, and the responsibility for CX and satisfaction is becoming more fragmented within organisations.

In the past, this responsibility sat under what was then termed a customer service manager. This person was usually someone with great telephone manner and the ability to inspire their team, train, and give feedback — easy.

These days, however, with numerous customer touch-points, including websites and mobile, tablets, old-fashioned landline, and email, the areas of responsibility within an organisation become blurred.

As a result, we see the involvement of teams across the business from Marketing, Customer Experience, Operations, Finance, IT and HR, just to name a few.

Key challenges for the new owners of the customer experience

The Global State of Customer Experience Report, which analysed the key trends and challenges for global leaders in the next 12-18 months and took into account survey results from 700 organisations across the world, highlighted the hurdles that come with building a customer-first culture.

It found marketers and business leaders will continue to struggle to create a customer-first culture, due to competing business priorities, lack of buy-in from cross-functional teams, and the difficulties of demonstrating ROI to continue CX investment.

With the variety of cross-corporate responsibilities in optimising the customer experience, it is imperative that all departments are in agreement when it comes to strategy. The best customer journeys share some key characteristics:

  • Respect for the customer: The customer’s time is honoured. Transactions are completed in the minimum amount of time, service is immediate, and the customer does not need to “try again” or repeat information.
  • Personalised experiences: When a customer interacts with an organisation or speaks to a representative, the organisation knows who the customer is, their history in dealing with the company, and their common transactions.
  • Predicted desires: The system anticipates what a customer needs and offers service beyond the immediate demands, or in advance of a problem.

Problems arise when each department or vendor operates in isolation. Interoperability is essential, and with rapid advances in technology, each new tool and process must work seamlessly with existing systems across teams and vendors. Adding to that, businesses need to recognise the impact on budget and cost for continuous upgrades.

Tackling these hurdles head-on in the face of change in 2017

Cloud-based solutions are helping to make compatibility much easier, and are faster to implement, as they operate independently of underlying technology. This significantly reduces costs as less investment is required in backend systems, and the responsibility for the investment decision is taken out of the hands of one department or vendor.

A cohesive approach is also best achieved using a unified dashboard, which brings together information from various data sources, giving all parties a real-time view of the CX and analytics. This could involve integrating anything from your content management system (CMS) to your helpdesk support system.

In order to ensure the customer-first experience is being fulfilled, it is essential for companies and organisations to have a test monitoring system that simulates a large number of customer journeys. This provides a way to see and experience their systems in exactly the same way a customer would.

The outside-in approach truly reflects the CX, and allows businesses to more realistically walk a mile in their customers’ shoes to understand their needs and pain points.

When you stop to consider that Gartner research identified 89 per cent of companies believe they will be competing primarily on customer experience by 2017, it should be clear to business leaders that their CX strategy should no longer be the responsibility and priority of one particular person, but rather the entire C-suite and their respective teams.

For any customer-facing business, the customer experience strategy should be defined and approached in a consolidated manner.

Companies and vendors who develop a unified strategy and approach to dealing with CX that incorporates universally accessible analytics and dashboards to measure performance and ROI will ensure they stay ahead of their competitors in 2017 and beyond.

 

Please login with linkedin to comment

Latest News

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]

Are You Paying Too Much In Search Marketing?
  • Partner Content

Are You Paying Too Much In Search Marketing?

Are you paying too much for search marketing? Discover the awful truth here. Or, alternatively, look at the invoice.

Partner Content

by B&T Magazine

B&T Magazine
Nine APAC Finalists In One Club’s Young Guns 19 Competition
  • Advertising

Nine APAC Finalists In One Club’s Young Guns 19 Competition

Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]