The results are in. Key insights from the 2016 Digital Strategy Summit hosted in Sydney earlier this year have revealed the biggest investment priority for CxO’s is Customer Experience (CX).
So what’s it all about? The future of customer service is that technology makes experience better, according to a recent article published by Forbes.
CX is a little misunderstood as a concept. Arguably an offspring of the marketing world (but with a greater necessity toward cross-departmental collaboration), CX focuses on the multichannel connections and interactions between a customer and your brand. This is not to be confused with User Experience (UX), which looks at user interaction with particular devices. CX is more broadly concerned with interactions across all interfaces – physical and virtual.
Experience Strategy broadly speaks to what businesses should be doing to create good experiences for their customers. It begins with investing in the right infrastructure that will deliver good customer experience, aggregating customer data into one view that allows organisations to hear and understand what their customers are saying about and to them.
The journey of a single customer today typically begins from the moment they jump online to begin their search. CX analyses the whole of a customer’s interaction with your brand, allowing an insight into the customer journey through layer upon layer of information.
Understanding the Connection Between Things
At the heart of CX lies a need to understand and appreciate the reciprocity between customers. To speak to one customer demands an understanding of the connections that customer has to others. Organisations now more than ever need to understand social media connections and the focus points for customers of various industry sectors and interest groups on each platform.
Along the customer journey, users interact with multiple touch points along the path to achieving a goal. Customer journeys are processes, and to analyse them there exists today a broad offering of modern Customer Journey tools. From this place of knowledge, organisations can better understand how to create value through positive customer interactions.
Technology to Improve Experience
Technology makes experience better by making human-brand interactions more intelligent, intuitive and effective. Technology also allows brands to focus more on sourcing their customers across an endless sea of possible channels they might frequent. For the customer service sector, as complaints toward technology as a poor replacement to human interaction persist, it is evident technology hasn’t reached its full potential. But that doesn’t mean we should dismiss it too quickly, either. As CxOs prioritise CX, the success of their interactions will fall on the ever-increasing enhancements of digital technologies to enhance customer interactions.