Today, Gartner reports that 89% of companies in the overall economy say they compete primarily on the basis of the customer experience they deliver, determining, correctly, that CX is often the main reason clients decide to stick with a brand. This is happening notably in the retail space, but also across all industries today.
Customer support is just one element of a CX strategy
While customer service has historically been the most notable piece of the CX puzzle, it is not the entire pie. Every company engages in a broad amalgam of customer-related activities, from onboarding and training to recruitment and renewal. None can be ignored. Each step in the customer engagement process factors into their impression of the provider and influences, ultimately, whether they decide to stick with the brand, product or service.
Metrics matter
For modern-day CX assessment, there are a wide variety of metrics vehicles that channel firms are using. The age-tested customer satisfaction survey still reigns as the preferred feedback tool, with 4 in 10 respondents saying they issue an annual one. But other measurement techniques are in play. For example, 37% of respondents are judging their CX performance based on the level of engagement they have with individual clients. Others (35%) are paying attention to what their customers are saying about them online and to other consumers.
Omnichannel approach is where channel is headed
Three in 10 respondents said they have moved to an omnichannel approach for interacting with customers in the last year. These firms offer a variety of engagement options ranging from an in-store experience to traditional e-commerce to online customization of products/services. They enable purchasing and support via chat/video chat, email, social media, and other platforms. Communications are transferrable across multiple devices, including in the midst of a transaction. Personalization fueled by data analytics is also gaining a foothold.
Contact us today to learn how we can help you engage CX to improve customer service.