Now more than ever, customers have the freedom to move between competitors as they increasingly “shop around” to get the most competitive products and services. Customer loyalty is no longer just won but earned and maintained through the quality of an organization’s ongoing customer experience strategy. That makes a focus on customer experience management (CEM) critical.
A dynamic customer experience strategy entails more than just customer service, which is isolated to how one particular episode is addressed. A quality customer experience strategy must be comprehensive and manage the entire experience of interacting with an organization; from the initial discovery and research of a product, through on-boarding, to the use of the product and eventual follow-up.
Put Customers First for CEM
As the concept of customer experience continues to gain momentum, it increasingly puts the customer at the epicenter of product development and delivery. Companies must address this industry development by re-evaluating the entirety of their customer experience strategy to ensure that it’s meeting customer expectations every step of the way.
In tandem with this reorientation, customer service is increasingly moving towards digitization. This development elevates customer interaction from the rudimentary sphere of telephone, branch visits, and paper documents to an enhanced digital sphere where interactions occur over apps, visual IVRs, messenger tools, websites, chat-bots, etc. The inherent benefit of digitization is that it provides added value to the customer; it enables them to perform account activities at their preferred channel of choice, with the clarity of having information visually displayed and in the most convenient situations. For organizations, digitization provides a powerful, robust platform in which to deliver their customer experience strategy.
Automation and CEM
Wherever organizations have adopted digitization as part of their go-forward program for customers, it has frequently led to automation. Solutions that provide digital customer interactions digitally mean that data that has been provided manually once can be saved and automatically populated for subsequent CEM interactions. It also ensures that analytics are informed with the most accurate customer data possible. Automation effectively diminishes human effort to complete the operational process, both in terms of front-end communication with the customer and in terms of back-end communication with administrative functions. An AI-enabled platform or tool can also play a key role here as a means of automating optimization and anticipating customer needs.
Yet, a more advanced level of this CEM approach is where digitization enables entire recurring processes to be automated, such as to ensure regulation compliance (e.g., KYC), customer on-boarding, complete transactions, and purchases, or even obtaining approvals.
Focus on Mobile-First
The current and growing dominance of mobile adoption is key to program success. The brick-and-mortar branch of customer touchpoints is not going to go away, but it will transform from a center of transaction and information provision to a center of management and oversight. Organizations must be able to digitally manage a growing list of more complex processes such as ensuring account security, maintaining heightened regulation requirements, providing immediate account approvals, and facilitating real-time transactions. In this way, they can optimize the customer journey, gain critical CEM insight, and optimize corporate performance.
To operate at maximum efficiency and remain competitive, it becomes crucial to engineer these processes automatically to the digital device that is at the tip of their customer’s fingers. This is central to the go-forward course of CEM and building a transformed customer experience worthy of world-class brands.
Learn How FiCX Can Help Enhance CEM
FiCX is the world’s first “No-Code” CX Automation Platform, enabling CX leaders to address the many opportunities they have to improve and optimize CX. Our revolutionary platform uses a single set of integrations to empower the full range of customer collaboration capabilities. We help leading companies execute their CX strategy by offering a full range of no-code digital automation capabilities that deliver interoperable digital experiences. We also seamlessly connect to customer relationship management (CRM) and data analytics toolsets so that you can digitize the tech stack you already use.
With FiCX as a service provider, you can digitize any customer-facing experience and make it available anywhere customers interact with your brand. Additionally, our unified platform offers full analytics to gain customer insight that can empower future initiatives for your customer experience management program. For more information about FiCX, visit our website or request a demo.