If your customers aren’t happy, no one is. Increasingly, studies are finding that superior customer experience (CX) is central to the success of sales and marketing programs as well as overall business health. Research from Accenture Strategy found that 47 percent of customers would take their business to a competitor within a day of experiencing poor customer service, and 60 percent report not completing an intended purchase based on a poor customer service experience.
It’s no surprise, then, that customer service is a top priority, with leading companies taking a more global approach to customer experience (CX) transformation. As you plan your own CX transformation, here’s what NOT to do:
- DON’T just dive in. Go through a gradual, evolutionary process taking time to clarify the CX vision, set priorities and communicate the CX imperative throughout the entire organization.
- DON’T be short-sighted. Meaningful changes in customer churn rates, customer retention, revenue and other performance indicators may not happen overnight. Successful business leaders look beyond the next quarter.
- DON’T skimp on data. Companies are in trouble if they can’t collect the right data, drill down on it and gain insights into how to improve customer service. Customer relationship management (CRM) technology is a proven way to efficiently turn raw data into information that can be used to develop more effective service solutions.
- DON’T underestimate the value of knowing what matters. If you don’t understand what’s important to your customers, even the best data won’t help. Research can determine what your customers want (and don’t want).
- DON’T downplay the role of your employees. Technology drives efficiency and insight, but full employee participation is the only way to create a cultural shift. This starts at the top, with visibly committed senior executives.
- DON’T hold back customer data. Easy access to data that provides a 360-degree view of customers is one of the most valuable assets you can have. When employees have instant access to more relevant and timely customer data, they become more empowered to meet their customers’ needs.
What are the Do’s for approaching customer experience transformation?
The best advice is to start where you are and take an evolutionary path toward transformational change. The journey can be broken down into three data-driven steps.
Step 1 – DO use historical data: A basic approach calls upon IT to generate reports about past sales. From this data, managers decipher how past customer behavior may apply to the future.
Step 2 – DO use real-time data: The most effective way to generate real-time data is with customer relationship management (CRM) technology. CRM software uses sophisticated analytics and automated marketing tools. This makes for a more efficient process, better use of resources and more effective decision-making.
Step 3 – DO use predictive modeling: Advanced data mining, analytics, visualization techniques and predictive modeling capabilities provide the best insights into future customer behavior and potential solutions for increasing KPIs.
CRM technology can be your best friend.
No matter where you are on the journey, CRM software delivers what you need for a successful CX transformation. Your next move is to consider how CRM can be a pivotal part of your organization’s customer-centric transformation. For companies of all sizes, NexTec can provide the expertise needed to find solutions that make your CX transformation possible. To learn more, contact us today.