Category Archives: Digital Customer Engagement

Why Social Media is Important for Customer Experience

By | CCM, Changing Technology, CRM, Customer Communication Management, Customer Engagement, Customer Experience, Customer Experience Strategy, Customer Insights, Customer Journey Mapping, Customer Relationship Management, Customer Service, Digital Customer Engagement, Digital Transformation | No Comments

Social media has become a common marketing tool for organisations of all different shapes and sizes but making the transition from using social media for awareness raising and self-promotion to using it for customer experience can be a challenge for many.

If you are serious about providing a customer focused experience in your business, you can’t overlook the importance of using social media as part of your overall customer experience management strategy. Social media is evolving and while it started off as a way to talk between people, somewhere along the line it seems to have lost that and instead become a way for many brands to foist their message on to the masses.

When it comes to social media, you need to be aware that your customers are in control of what is published about your organisation, not you. You can’t stop them posting complaints and negative feedback on your public pages and their comments can be seen by a huge number of people in a very short space of time. Customers are aware of this and they know their power. This means that if you’re going to be successful at promoting a positive customer experience you need to really embrace social media and use it for its designated purpose, as a communication tool.

Many organisations have successfully used social media to create an excellent customer experience through the power of listening to what their customers are saying and engaging in one on one conversations with them. Your customers will take to social media to talk about their experiences with your organisation, whether you like it or not. Making sure you have an active presence on the social media platforms your customers use is the best way you can let them know you care about what they’re saying and use the information you get from your interactions with them to shape your organisation going forward.

A truly customer focused organisation is one that listens to its customers and puts their needs first. Social media is a fantastic tool to help you understand what your customers are saying about you and gain the insight you need to build a business model that places them at the center.

Social media is something you can’t afford to ignore if you are serious about creating a customer-focused organisation. By making social media part of your customer experience management strategy you can engage your customers and build a truly customer centered brand.

The Four Main Obstacles Getting In the Way of a Great Customer Experience

By | CCM, Changing Technology, CRM, Customer Engagement, Customer Experience, Customer Experience Strategy, Customer Insights, Customer Journey Mapping, Customer Relationship Management, Customer Satisfaction, Customer Service, Digital Customer Engagement, Digital Transformation, Enterprise Information Management | No Comments

Most organisations are well aware of the need for a focused customer experience strategy. In spite of their great intentions, for many organisations, creating a solid customer experience is fraught with a number of pitfalls. There are some common mistakes that we see people make time and time again when they are trying to create a strong customer experience strategy.

Here are four of the most common obstacles that could be getting in the way of you offering a great customer experience to your customers:

  1. Too much focus on day to day operations, not enough on innovation and strategy. This is a common problem we see. Even in organisations that are taking an integrated approach to their customer experience, the customer service or marketing team are often left with more than their fair share of tasks like managing social media pages, responding to customer queries and other time sucking tasks. By spending too much time on these jobs, there is less time for innovative marketing strategies that will actually grow the organisation. The answer here is to share out those tasks more fairly and give other departments access to social media pages or data platforms so they can free up some time.
  2. Data siloes. While we all know how important it is to gather data and keep track of it, what do we do with it once we have it? For many organisations the problem is not the amount of data they have, it’s figuring out how to make use of it in a constructive way without getting overwhelmed. Just like integrating your systems is important, if you’re going to get the full benefit of your data you also need to integrate it across different platforms. Doing this manually is going to take a lot of time and hard work so finding an integrated solution that does it for you is essential.
  3. Lack of understanding of social commerce. Social commerce is an emerging trend and it’s becoming increasingly common for customers to buy products directly from social media platforms. Unfortunately, for many organisations this has led to confusion as people struggle to get to grips with this new technology. If you enable social commerce for your organisation it’s important that you spend the time training your staff on how it actually works. Social commerce is still in its infancy and it’s not as user friendly as it could be just yet.
  4. Lack of relevant skills. More and more of customer experience strategy hinges on social media. This means that having the skills to understand how social media marketing works and understand how customers are using social platforms to interact with brands can be extremely useful. Without these skills it’s going to be difficult for your team to do their job effectively. Make sure your team have the opportunity to learn the skills they need or outsource some of the more skilled tasks to specialists.

Don’t let these common obstacles get in the way of your customer experience strategy. Break through them and you can get your organisation on the path to a more successful customer experience strategy.

ClearView partners with CoTé for best practice CCM solution

By | CCM, Customer Communication Management, Digital Customer Engagement, Digital Transformation, virsaic | No Comments

ClearView partners with CoTé, a leading Digital Customer Engagement Solutions Provider, to implement a best practice customer communications and experience management solution.

Challenges

Solutions

Results

·       To optimise operations and
achieve process and cost efficiencies

·       Multiple systems and processes to communicate with customers

·       Compliance and operational risk because of disparate processes

·       Inconsistent adviser and customer experiences

·       Transformation, rationalisation and digitisation of business processes

·       Implementation of the virsaic platform as a service end-to-end customer communication management solution for Life products

·       Cloud based platform that will enable ClearView to orchestrate all their customer correspondence in one system over time

·       Efficient, streamlined fully auditable business process automation

·       A best practice, enterprise CCM capability providing a single solution for Life products correspondence, centralised content and management, an APRA compliant document archive and multi-channel distribution

·       Digitally enabled and improved   customer experience

·       Foundation for future integration of Life and Wealth products correspondence

Background

In 2014, as part of a broader strategic asset review across the ClearView business to support future enablement, it was recognised that a transformation of ClearView’s information management practices and customer engagement capability was an urgent requirement.
The business was operationally inefficient and cost and commercial risk intensive. An independent assessment was launched and key recommendations proposed to support the development of a best practice information management future state, including options on how best to manage adviser and customer correspondence.

The Challenge

ClearView’s customer communication management function was problematic. It lacked consistency, data originated from multiple source systems and a mix of manual intensive business processes existed alongside multiple out-sourced distribution management capabilities.
A decision was made to implement a best practice CCM solution that would deliver a consistent, scalable, agnostic and integrated enterprise capability.

The Solution

ClearView engaged CoTé, one of Australia’s leading providers of digital customer engagement and information management solutions, to configure an enterprise fit-for-purpose, end-to-end CCM solution using their virsaic™ software as a service platform to future enable ClearView’s strategy. The first stage of this would focus on life insurance products and this solution was implemented in parallel with a broader business and technology transformation across the ClearView business.

The Results

ClearView, together with CoTé, have helped their staff and advisers to efficiently and effectively engage their customers into the future with a technology solution that allows them to be responsive, pro-active and customer-centric.

The solution has delivered an easy-to-use, self-serve APRA compliant business process configuration with a real-time ability to digitally create, manage and distribute content and communications across web, email, SMS, print and mail. Staff are able to securely access a centralised common view of information on-demand to meet customer servicing requirements.

ClearView and CoTé jointly continue to invest in the solution to maximise on-going value for advisers and customers as it is rolled out across other products within the business.

The ease of integration with other enterprise applications will also enable the streamlining of use and access for staff, advisers and customers.

virsaic screens

 

 

 

The Four Main Obstacles Getting In the Way of a Great Customer Experience

By | CCM, Changing Technology, CRM, Customer Communication Management, Customer Engagement, Customer Experience, Customer Experience Strategy, Customer Insights, Customer Journey Mapping, Customer Relationship Management, Customer Satisfaction, Customer Service, Digital Customer Engagement, Digital Transformation, Enterprise Information Management | No Comments

Most organisations are well aware of the need for a focused customer experience strategy. In spite of their great intentions, for many organisations, creating a solid customer experience is fraught with a number of pitfalls. There are some common mistakes that we see people make time and time again when they are trying to create a strong customer experience strategy.

Here are four of the most common obstacles that could be getting in the way of you offering a great customer experience to your customers:

  1. Too much focus on day to day operations, not enough on innovation and strategy. This is a common problem we see. Even in organisations that are taking an integrated approach to their customer experience, the customer service or marketing team are often left with more than their fair share of tasks like managing social media pages, responding to customer queries and other time sucking tasks. By spending too much time on these jobs, there is less time for innovative marketing strategies that will actually grow the organisation. The answer here is to share out those tasks more fairly and give other departments access to social media pages or data platforms so they can free up some time.
  2. Data siloes. While we all know how important it is to gather data and keep track of it, what do we do with it once we have it? For many organisations the problem is not the amount of data they have, it’s figuring out how to make use of it in a constructive way without getting overwhelmed. Just like integrating your systems is important, if you’re going to get the full benefit of your data you also need to integrate it across different platforms. Doing this manually is going to take a lot of time and hard work so finding an integrated solution that does it for you is essential.
  3. Lack of understanding of social commerce. Social commerce is an emerging trend and it’s becoming increasingly common for customers to buy products directly from social media platforms. Unfortunately, for many organisations this has led to confusion as people struggle to get to grips with this new technology. If you enable social commerce for your organisation it’s important that you spend the time training your staff on how it actually works. Social commerce is still in its infancy and it’s not as user friendly as it could be just yet.
  4. Lack of relevant skills. More and more of customer experience strategy hinges on social media. This means that having the skills to understand how social media marketing works and understand how customers are using social platforms to interact with brands can be extremely useful. Without these skills it’s going to be difficult for your team to do their job effectively. Make sure your team have the opportunity to learn the skills they need or outsource some of the more skilled tasks to specialists.

Don’t let these common obstacles get in the way of your customer experience strategy. Break through them and you can get your organisation on the path to a more successful customer experience strategy.

5 Steps to Starting and Implementing a Successful CX Strategy

By | CCM, Changing Technology, CRM, Customer Communication Management, Customer Engagement, Customer Experience, Customer Experience Strategy, Customer Insights, Customer Journey Mapping, Customer Relationship Management, Customer Satisfaction, Customer Service, Digital Customer Engagement, Digital Transformation, Enterprise Information Management | No Comments

Successful customer experience is the cornerstone of a successful business, but how do you actually do it? Customer experience can be one of those hard to define concepts but there are a few simple strategies you can use to create a more customer friendly organisation and enjoy the benefits that a successful customer experience strategy can bring you.

Here are five steps we would recommend to anyone who wants to start and implement a successful customer experience strategy.

  1. Create a strong foundation. Sometimes you need to go back to the beginning if you’re going to grow effectively. This means focusing on creating a strong, scalable architecture for your business. Go back to basics and look at your business processes, technology and social media platforms and think about how you can create a strong basic structure that will let you adapt and grow in the future.
  2. Take time to understand your customers. It might take some time and effort to establish meaningful relationships with your customers but it’s well worth it in the end. By taking some time to get to know your customers you can develop a mutually beneficial relationship that is based on trust. This means seeing your customers as more than a means to an end, but getting to know what really makes them tick. This is a long-term approach that can make a huge difference to your business bottom line and the quality of your customer relationships.
  3. Get everyone on the same page. Providing a great customer experience is not just the job of your sales or customer service staff. To create a truly customer centred organisation you’re going to need the support of everyone in your organisation. Encourage all your employees to rally around the customer and make them the main focus and you’ll be well on your way to providing a great customer experience.
  4. Listen. To really understand what your customers value and how your organisation is tracking at meeting their needs you will need to listen to them. This means using data to gain an insight into your customers’ needs and priorities. You can also spend some time talking to them, measuring how they react to your social media pages and anything else that will let you really listen to them instead of making assumptions about what they want.
  5. Measure your results. A successful customer experience strategy will have a measurable impact on your business. If you don’t measure the results you’ll have no way to tell if your strategy is actually working. Make evaluation and measurement a regular part of your customer experience strategy.

Implementing a successful customer experience strategy doesn’t have to be complicated but it will require some work on your part. Hopefully these five pointers can get you started in the right direction.

Customer Experience: What is it Exactly?

By | CCM, Changing Technology, CRM, Customer Communication Management, Customer Engagement, Customer Experience, Customer Experience Strategy, Customer Insights, Customer Journey Mapping, Customer Relationship Management, Customer Satisfaction, Customer Service, Digital Customer Engagement, Digital Transformation, Enterprise Information Management | No Comments

You’ve probably heard how important customer experience is to organisations, but what exactly is it? While the term customer experience might be commonplace among management speak, there are still a lot of misunderstandings around what the term really means and how you can define customer experience in a way that everyone in your organisation will understand.

Your customers’ experiences can be defined as the overall sum of how they feel at every interaction they have with your brand. If you make your customers feel good overall, you’re going to leave them with a positive customer experience. On the other hand, if the overall sum of their interactions with you leaves them with a negative feeling, chances are they are going to think of their experience with you as negative, even if they did have some positive interactions during the process.

If you want to gain control over the way your customers feel about your organisation and ensure they are left feeling good about you, you have to be proactive. This means taking the approach of actively managing your customer experiences. Customer experience management is an emerging field at the moment but it’s something that we’re going to see a lot more of in the future.

Many organisations make the mistake of viewing customer experience management as solely a function of their customer service department. Unfortunately this approach can lead to difficulties as increasingly customers come into contact with multiple facets of your organisation and the quality of experience they have will depend on them having a universally positive, consistent experience across the board.

A holistic approach is essential when you’re looking to improve your customer experience overall. Think about when your customers come into contact with your business. Is it just when they deal with customer service? Chances are they already look at your website, your social media pages, download reports and other information, go and visit you in person or pick up the phone and give you a call. They probably use a variety of platforms to get in touch with you including their mobile, your app, email, instant chat and in person conversations.

Great customer experience management means creating a fantastic experience across the whole spectrum of your customer interactions. Customer experience is so much more than just a customer service function – your technology needs to support your customer experience focus along with every department within your organisation.

Superannuation image

The Importance of Customer Experience in the Superannuation Industry

By | Changing Technology, Customer Experience, Digital Customer Engagement, Superannuation | No Comments

The superannuation industry is a highly competitive one and it’s important to differentiate yourself from your competitors if you’re going to keep customers and bring in new business at the same time.

This can be challenging when you’re already trying to keep up with regulatory changes, against increased competition from other financial and banking institutions and the challenges of new technology. How do you find the time to market yourself and take care of your customers’ needs amongst everything else?

One area that is often overlooked by organisations is customer experience. Building a brand that excels in customer experience is one of the best and most effective ways to drive customer retention and brand loyalty, which will in turn grow your super fund.

Churn rates are often high in the superannuation industry and this is why it’s so important to focus on providing an excellent customer experience. If you can keep your existing customers, you can build a solid base to act as a platform for future growth and expansion.

A few tips to help you create a great customer experience

Here are a few suggestions to help you create a great experience for your customers by meeting and exceeding their expectations:

  • Integrate your digital platforms to provide a seamless experience across different channels and devices. Customers want to be able to use their tablet, mobile and desktop computer to manage their account. By providing them with systems that enable them to do this, and switch between devices in the process, you’ll be providing them with a fantastic experience they won’t easily give up.
  • Responsive customer service. Whatever platform your customers use to get in touch with you, make sure you are there and respond quickly and effectively to their requests or comments. When they see that you are invested in providing them with a good quality of experience this will go a long way to gaining their trust and loyalty.
  • Provide your customers with relevant information. Giving your customers up to date information that’s useful to them is a great way to differentiate yourself and build long lasting relationships with them.

While it does take some effort and time to create a great customer experience it’s well worth your while if you want to build a strong base of customers and truly differentiate your superannuation fund from the rest.

Want to learn more about creating a great customer experience for your fund members? Download our full e-book today.

What is Customer Centric vs. Product Centric thinking?

By | Customer Engagement, Customer Insights, Customer Relationship Management, Digital Customer Engagement | No Comments

Consumers have never been as connected as they are today and their changing expectations have led to some necessary changes in the way organisations define themselves. For many this has led to a massive shift from product centric to customer centric thinking.

So what is the difference between an organisation that is product centred and one that’s customer centred? There are two main differences according to In Context Mag.

Attitude

The main distinction is that customer centric businesses put the customer at the very centre of all their systems and policies. This means creating a strategy that details how they plan to handle their customer communications across the organisation and not only investing in the software to provide this, but also looking at the entire organisation from a customer’s perspective.

Businesses that are still product centric prioritise the product and sales over the experience of their customers. They may believe that customer experience is important and put customer experience strategies in place, but this belief does not form the foundation of the entire organisation.

Use of technology

Customer centric businesses know they need to communicate with customers through their own preferred medium, which these days, means digitally. Mobile apps, websites, SMS and instant messaging all come into play here as different customers have different preferred methods of communication. While print does still have a place, its importance is diminishing rapidly and customer centric organisations know they need to be available when and where their customers want them to be.

Many product centric businesses still fail to interact digitally with their customers, or they have limited means of doing so and this can be a mistake. With changing customer expectations, loyalty is likely to lie with the organisations that meet their customers’ needs and wants – people are less willing to bend to the demands of product centric businesses and this is only going to increase in the future.

Is your organisation product or customer centric? Businesses that adopt a customer centric approach from the top down are going to be the ones that succeed and thrive in the future. Think about your organisational attitudes, not just that of your customer service team, and how well you are able to use technology to meet your customers’ changing needs.

Making your business customer centric may be a big shift now, but it’s one that is likely to pay off in the future.

 

 

 

 

 

customer service

How to Build Amazing Bonds With Your Customers

By | Customer Experience, Digital Customer Engagement, Salesforce | No Comments

Getting up close and personal with your customers has never been more important than it is now. In an increasingly competitive business environment, customer bonds and close relationships can be a crucial factor in getting ahead of the competition and growing those sales.

Many businesses struggle to come up with effective ways to stay close to their customers and build those relationships. It doesn’t have to be difficult but you do need to be consistent and adopt a customer centric attitude. According to Salesforce, here are five great ways to build those bonds with your customers and help ensure their loyalty over the long term.

1. Prioritise customer experience

It’s important that your customers feel they are your priority and this will need to be demonstrated through a clear commitment to customer service at every touchpoint. Without this commitment to customer experience it’s unlikely you’ll be able to build those strong bonds.

2. Present a good image

Your brand image is the first impression you give to people. Make sure you keep it as shiny and clean as possible. Your customers are not likely to want to deal with an organisation that is known for being untrustworthy, unethical or anything else negative.

3. Create content for your customers

The right content helps your customers engage with your brand and feel connected on a deeper level. If it’s useful, funny or informative your customers will appreciate it and they are more likely to return to your business over and over again. Great content doesn’t focus on selling, it provides something of value and creates awareness about the story behind your brand.

4. Be proactive in seeking feedback

More and more customers rely on feedback before they make a decision to buy and the more positive feedback they can find, the more likely they are to purchase from you. To establish a good base of feedback, you can actively encourage your customers to leave a review or rating. This will give you a steady flow of good feedback that you can publish on your website or another digital platform.

5. Be transparent

Trust is an essential factor in any relationship and once it’s gone it’s very hard to get back again. If you want to build strong bonds with your customers you need to be honest and transparent at all times. Keep your customers informed of changes and deal with any complaints openly and honestly and you will build a reputation for integrity and trustworthiness that will stand you in good stead over the long term.

It’s well worth taking the time to build those great relationships with your customers now. As we go into the next few years we’re going to see an increase in customer centric businesses and if you can gain the hearts and minds of your customers now, you can set yourself up for greater future success.

Customer EXperience

Why is it so Hard to Make Customer Experience a Priority?

By | Customer Experience, Digital Customer Engagement | No Comments

Customer experience is not a new concept but it’s one that’s really come to the fore in the last five years or so. As more and more organisations realise the need to move away from product centered business models and put the customer at the center of their brand, they often struggle to find the time to commit 100% to creating an amazing customer experience.

We find that most companies struggle to “connect the dots” across their organisation.

This leaves many of us with a half in half out approach where organisations develop a few customer centered policies but struggle to sustain them over the long term. They might see the importance of creating an outstanding customer experience but struggle to make it viable. This eventually brings them back to their old ways, confusing their customers and creating an inconsistent brand message.

So just why is it so difficult for businesses to really give 100% to customer experience and make it their number one priority? According to Customer Experience specialist Ian Golding, there are five main reasons why it’s such a challenge:

  1. Failure to create an operational plan. When it comes to focusing on customer experience, it’s all very easy to talk about it but without making operational changes, nothing is actually going to happen.
  2. Lack of stability in an organisation. The problem with making sweeping changes in an organisation is that it also brings restructuring and instability. This in turn will impact customer experience, probably negatively.
  3. Not thinking long term. Changing to a customer experience focus isn’t going to bring you any short-term results and this can make it hard to get over the line with those stakeholders who lack the vision to think long term.
  4. Lack of knowledge and education. Without the necessary skills and competencies to focus on customer experience it’s going to be very difficult to achieve any success. Many employees and organisational leaders simply don’t have the knowledge to make customer experience work.
  5. Inability to put others first. If an organisation doesn’t put its employees first, they’re going to have a hard time putting customers first. Employees who are unhappy or unempowered are not going to be capable of putting customers first.

While these are all common obstacles to creating a truly customer focused business, none of them are insurmountable. The truth is customer experience is only going to get more important in the future, not less. Now is the time to think about what might be holding your business back and take steps to commit 100% to putting your customers front and center of your organisation.