How digital transformation is driving customer experience

Want to deliver a better customer experience across the board? Integrating digital tools, embracing new technologies and making use of data-driven insights could be essential to achieving your goals. 

The bottom line is that today’s customers expect more. As technology advances, they expect faster, more consistent experiences with the companies they interact with.

Read on to find out how you can transform customer experience, at the same time as streamlining processes within your business.  

What is customer experience transformation?

Customer experience (CX) transformation is the practice of optimising each and every customer interaction with your company. It’s about applying improvements across all sales and services, making the journey streamlined, straightforward and more satisfying for the customer. 

What are the benefits of customer experience transformation? 

While it undoubtedly requires an investment of time and resources, it’s well worth developing a CX transformation strategy. It can bring countless benefits to your business, including:

• Boosting customer retention

By improving customer experience at every contact point, you can raise customer satisfaction levels. This leads to greater loyalty and retention. And as most businesses know, it’s far cheaper to retain existing customers than to acquire new ones. 

• Improving brand perception

Brands which embrace digital transformation and deliver exceptional customer experiences can enjoy a major boost to their public reputation. This can also help with word of mouth marketing, where existing customers become brand advocates. 

• Attracting competitors’ customers

Customers want to engage with innovative, forward-thinking brands. By committing to digital transformation and improving customer service, your brand can edge ahead of its competitors. 

The fundamentals of customer experience transformation

So, where do you begin on developing a framework for CX transformation? It all starts with getting the fundamentals right. Below, we’ll look at the three key areas of your business you should focus on in order to improve CX. 

These include focusing on customer convenience, putting an emphasis on speed and transparency when it comes to communicating with your customers, and ensuring you have the tools, equipment and technology to deliver the CX you want. 

Customer convenience 

Convenience is arguably the top customer demand. You need to adjust your operations in order to meet customers where they are. This means providing customer service through the channels and devices that they use. You’ll need to develop an omnichannel approach, to meet the expectations of as many of your target customers as possible.  

Speed and transparency 

Very nearly as important as convenience (although the two are undoubtedly linked) is speed. Customer service experiences should be quick, easy and streamlined. To achieve this, you’ll need to think about how to:

• Overcome jargon and even language barriers
• Make customer services more accessible 
• Ensure CX is consistent across all channels
• Provide contextual and visual experiences to better engage customers
• Decrease the length of interactions, while keeping satisfaction levels high. 

Capable technology and data collection

In order to truly understand your target customer’s needs, expectations and pain points, you need data. Not only this, but organised, insightful and actionable data. 

Data can help you to really know what your customer wants and needs, not just guess. This is why it’s so critical to develop systems for collecting and analysing data.

Technology can play a major role in this, as long as you choose the right solutions. You can use innovative technologies that sync with your existing systems (such as CRM systems, for example) to capture and organise the data you need. 

 And of course, the final step is to turn this data into tangible improvements that transform the customer experience. 

Posted by Gemma Harding

As Head of Client Services, Gemma is an expert in the customer service industry. With over 20 years of experience in the call handling process she will guide your organisation to an improved customer service strategy. Hobbies include all thing equestrian.

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