According to the International Data Corporation (IDC), global spending by organizations on necessary technologies and services for digital transformation will reach $2.3 trillion by 2023. This shouldn’t be surprising, as digital advancements are introduced on a daily basis that impact organizations and the customers you serve. Whether it’s a new technology, an update to existing platforms, or the launch of a new service provider, it’s no secret that the future is digital. As such, it’s important to understand how these digital transformations impact how you should interact with customers and improve their experiences. How can you do this?
The simple answer is by adopting new practices and technologies, but in order to take it a step further, organizations need to understand what is driving these changes and how to approach them.
Customers are leading the charge
While you may assume that companies are behind the push for digital transformation, it’s actually a result of sophisticated, tech-savvy consumers demanding these changes. For example, 88% of customers expect companies to accelerate digital initiatives due to COVID-19. These consumers have adapted to a fast-paced, digitally sophisticated world where everything from how they shop, work, and interact with others is done virtually and across multiple channels. They want to be able to access platforms and any relevant content at the drop of a hat. They have a “right here, right now” mentality that is guiding organizations to curate better customer journeys. If you are seeking to improve CX, you should stay in contact with your audience and request ongoing feedback in order to understand pain points, innovation needs, and growth goals, as they are always evolving.
Develop a holistic customer journey
There is no one-size-fits-all approach to developing CX, but it should be all encompassing. Each step of a customer journey should have a 360-degree, digital approach that impacts the end user on an emotional and cognitive level. In other words, it should be intuitive and consistent, while also delivering value throughout the entire journey. To do so, provide as many tools as possible to help customers fully understand your product and platform. Offer demos, helpful articles, self-guided in platform tutorials, live chat-bots and 2-way omni-channel interactions that are as simple and easy to understand as possible to help customers make informed decisions in the buying or servicing journey.
For example, at CoTe, we offer a number of CX solutions, including on-demand omnichannel customer communications, digital forms, digital document processing, and business process automation, customer journey orchestration, and crisis communication.
Employee Experience (EX) impacts CX, too
Gallup’s 2020 State of the American Workplace report found that the majority of the U.S. –approximately 51% – are not engaged, are indifferent, and lack a level of care for their job. It’s not surprising then to see workers are quitting their jobs in record numbers. In April, CBS News reported nearly 4 million Americans left their jobs.
This is a risk that companies cannot afford even in the best of times. Therefore, Employee Experience (EX) is as critical as CX given the direct impact it has on customer engagement. Happy, engaged employees translate to loyal customers, higher sales, and improved business outcomes. Creating such an environment takes more than an annual survey or a rise in salaries. Employees today have more choices and autonomy when it comes to where they work and how. They are paying attention to how their place of employment can digitally improve their lives and make their work easier, whether it be by allowing them to work from home or introducing tools that make them more effective in their role. In addition, look to develop a culture of engagement that starts at the top, incorporate a digital transformation internally, ensure leadership views engagement as a strategic priority, and focus on hiring talent that will set the company up for success.
At the end of the day, successful companies embrace the fact that digital transformations are an important aspect of improving CX. By understanding the need to constantly adapt digitally, you will set your organization,– and your customers – up for a successful journey that results in long-term loyalty.
To find out more contact CoTé, we are here to help.