Category Archives: Customer Experience Strategy

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The Future of Customer Experience – What Lies Ahead?

By | Customer Experience, Customer Experience Strategy, Digital Transformation | No Comments

In recent years, a strong focus on customer experience has become one of the main defining features of successful organisations. With more and more businesses starting to emphasis customer experience over other, more traditional priorities, those who don’t follow suit are likely to fall behind.

Providing the optimum customer experience is made more challenging by the changing nature of customer expectations, so we thought we’d share a few predictions that can help you get ahead of the rest of the crowd and deliver a customer experience that meets consumer needs in 2017 and beyond.

According to a recent report from Trendwatching, we can predict the future of customer experience by looking at new business innovations today. The new technology platforms and services that are being created today will become the customer expectations of the future. If you can take steps now to identify and implement these future strategies into your customer experience you can get off to a great start with your customer experience.

There are a number of innovations that we have seen recently, and that have a lot of relevance to customer experience. These are mostly focused on making the customer journey more smooth, integrated and stress free. The less the customer has to think about what they’re doing, the easier their lives are going to be and this is especially true in the Superannuation industry.

If you can create a seamless experience where your customers don’t have to spend hours looking for information about their super and requesting transactions, you will free up time for them to spend elsewhere. By having all the data at their fingertips and being able to make transactions quickly and easily, your customers will enjoy a smoother experience and won’t have to spend a lot of time and energy fiddling around with their super.

The increase in on demand services is another recent trend that has spilled over to customer experience, driven by the growth of on demand content and tailored apps that serve up what customers want, in the format they want it at a time of their choosing. Superannuation organisations that want to deliver an excellent customer experience in the future should be thinking about ways they can tap into this trend by offering up to date reporting and analytics for their customers and real time data, available at any time from any platform.

Customer experience is constantly evolving and if you want to stay up to date with the latest trends you need to be sure you’re keeping up with your customers’ expectations both now and in the future.

How to Create an Effective Customer Experience Strategy

By | Customer Experience, Customer Experience Strategy, Customer Service | No Comments

Customer experience is a crucial aspect of customer relationship management and a great experience forms the cornerstone of any successful sales strategy.

A good experience makes it more likely that a new customer will make a repeat purchase and become a loyal customer. Not only that but loyal customers make great brand advocates and if treated well, they are likely to bring in more customers.

More and more organisations are starting to see the benefits of creating a great experience for their customers and as a result are investing heavily in customer experience tools and strategies. In the future, organisations that don’t put customer experience at the forefront of their brand are likely to fall behind those who do, which is why it’s important to think about it now.

In spite of all this time and attention spent on creating a great customer experience, very few brands actually deliver successfully. Often this is down to their strategy, or lack of.

An effective strategy will get you off to a better start than jumping straight in without any particular idea of what you want to do. Here are a few pointers we found on the SuperOffice blog that will help get you started when you’re looking to create an effective customer experience strategy:

  • Set a clear vision for your business. If you’re going to deliver effectively you need to first have a clear customer experience vision. How do you want your customers to feel about your brand? What do you want them to say? This vision will set the foundation for your entire strategy.
  • Know your customers. To provide a great customer experience you need to understand your customers, to know their wants, their fears and their interests. Once you know what they want, you can go about giving it to them, otherwise you’re just taking a wild guess – you might hit the mark, but it’s more likely you will miss.
  • Create a structured feedback system. Feedback is crucial to delivering an outstanding customer experience but unless you ask for it you’re not likely to get it. There are plenty of automated survey tools that can be sent out to customers once they have made a purchase and it’s a good idea to do this. If a customer raises an issue make sure you deal with it promptly.
  • Listen to your employees. However clear your strategy, unmotivated, disgruntled employees are not going to provide a great customer experience. It’s a good idea to create a feedback policy for your employees as well as your customers. Create an organisational culture where employees can speak up and regularly seek feedback from them. You might be surprised at the results!
  • Measure your results. Measuring your ROI, sales, leads, customer engagement and other results should be an integral part of your customer experience strategy. This is the only way you’ll know if your hard work is actually paying off. One great metric to track is your Net Promoter Score or NPS. This is the number of customers who would recommend you to a friend or relative.

Creating a great customer experience shouldn’t be about guesswork. Taking a strategic approach can save you time and money, and most importantly, help you get better results and happier customers.