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Customer Experience: Evolving Technologies to Match Evolving Expectations

Posted By ImageWorks 864 days ago on Education - Posted by:: Kathy SobusCustomer ExperienceCustomer experience is perhaps the greatest source of competitive advantage available to your company. According to Forrester, companies with superior customer experience grow revenue more than three times faster than companies with inferior customer experience. Superior customer experience also results in greater customer loyalty, as these satisfied customers will stay with you longer, spend more with you and recommend you to others.
Sounds great, right? The question that now arises is who owns the customer experience? Are sales and marketing in charge? Perhaps, but the responsibility should extend throughout every facet of your business. Technology is an important component of providing an excellent customer experience, so it makes sense that, according to customer experience leaders, the IT department plays a highly or extremely involved role in 80% of an organization’s customer experience initiatives.
The contact center also plays a critical role, as it determines how many of your customers view your business. Providing customers with an effortless, efficient and omnichannel experience is key. Customer expectations of their contact center experiences are now evolving, as customers are using web and mobile self-service more than all other channels – including voice, which is now reserved for more complex issues that still must be resolved quickly. Analysis of contact center interactions also allows you to fine-tune the customer experience, as voice of the customer initiatives gather valuable customer feedback that lets you know whether your experience is hitting or missing the mark.
Even if you’re hitting the mark, it doesn’t mean your job is done. You must continue to innovate, as once you’ve created high expectations, you must consistently be able to deliver an excellent customer experience or you will risk disappointing your customers who expect only the best from you. This means you must constantly evaluate your technology, people and processes to make sure they remain best-in-class.
This begs another question: Are you taking advantage of new technologies and their ability to enhance the customer experience? If not, you’re losing out on an opportunity to gain ground against your competitors. According to Forrester, only 25% of companies will fully integrate mobile into their customer experience transformation strategies—and these are the companies that will gain an advantage over their competition. Furthermore, enterprises with plans to adopt the Internet of Things within the next year are shifting their focus toward its ability to enhance the customer experience. In order to make the most of these enhancements, mobile technologies and the Internet of Things must also be integrated.
Therefore, integrating customer experience strategies with burgeoning technologies like mobile and the Internet of Things will be crucial. Unfortunately, you don’t have time to spare when it comes to adopting these new technologies. You must execute quickly and create a business technology roadmap that centers around your customers—and evolves as swiftly as their expectations. You will then be able to dazzle customers with an effortless, comprehensive and truly omnichannel experience, personalized to fit their needs.

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