Marketing leaders must focus on providing seamless and exceptional customer experiences, given that customers want brands to connect with them and businesses that succeed at customer experience have more engaged employees.
Customer service can be a great source of business growth when done well and can be disastrous when done poorly. According to the 2022 Global Consumer Trends report from Qualtrics, almost all consumers expressed dissatisfaction with their customer experiences in 2021. Poor customer service costs companies trillions of dollars. And even that does not account for lost business. These types of losses are not sustainable in the current environment, regardless of how big the balance sheet is.
Businesses must focus on providing the most frictionless and delightful customer experiences. But how can they ensure their success? It begins by focusing on the following three pillars cantered around people, processes, and technology.
Also Read: Four Methods for Employing Predictive Analytics to Enhance Customer Experiences
Consumer-Brand Interactions
It is impossible to assess consumer-brand interactions in isolation. They must be seen as an essential aspect of the entire consumer journey. Each touchpoint contributes to a deeper understanding of the customer, offering crucial data to lower overall churn and understand the best approach to provide them with what they need when they need it.
A significant barrier preventing businesses from maintaining consistency is expanding channel usage. Customers increasingly expect to be able to contact brands instantly and receive responses quickly. Brands now have many new options at their disposal to improve responsiveness, which can be customized for ETAs depending on the market.
These disparate sources collect customer data, but these touchpoints may not be shared between them. When customers use one channel to provide feedback, organizations may get insights from that feedback; however, when the customers use another channel, those insights are lost. As a result, the MarTech stack must include a customer journey and experience to connect all the touchpoints.
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Also read: How Businesses Can Ensure Excellent Customer Experiences Across Every Channel
Also read: Three Key Strategies for Employing B2B Marketing Budget in 2022
