Skip links

Why Challenging Assumptions Matters for Your Brand

Building your brand starts with knowing your customers, what they are looking for, and how you can provide a service or product that fits their needs. When it comes to customer experience (CX), consumers may value the human touch, but the evolution of digital technologies is pushing for advanced digital communication capabilities that are altering the expectations for positive customer experiences. Approximately 74% of consumers want more human interaction in the future, making it crucial that the technology supporting human interaction is seamless and efficient. 

Whether you are a business that has existed for many years, or a brand-new startup trying to establish itself, sometimes will require you to step outside your comfort zone and try new approaches. With today’s pace of change, it is vital for business leaders to explore new tactics and innovations to help their business.

Why Challenging Assumptions Matters for Your Brand

According to recent data from The Economist and Intelligence Unit, 59% of companies with a CEO who is involved in customer experience report higher revenue growth, compared to just 40% of companies reporting growth without a customer-focused CEO. As you focus on improving your brand’s positioning and CX solutions, your organization should feel empowered to leave behind deeply held beliefs about your business or industry.

Below we will look at why your business should value challenging assumptions and tips on how to encourage this creative mindset into your organization. 

Why You Should Challenge Assumptions?

Identifying underlying customer-focused operational pain points and working to solve issues such as delayed communication points, and complex onboarding processes will help your organization benefit from a positive culture internally with employees understanding clearer processes and customer communications to produce richer customer interactions through improved efficiency.   This results in higher customer and employee satisfaction ratings and greater brand recognition to retain loyalty and gain new customers and new employee talent.

Challenging the status quo is important because it allows a company’s leaders to evaluate the way the business functions using current technology to determine where technological investment is needed to explore new ideas to better the workplace, products, and services for customer satisfaction. When you prioritize innovation by challenging legacy technology or existing business process assumptions, your organization identifies efficiencies and solves the main challenges.

If 74% of customers want more human interaction in the future,  it’s up to your organization to challenge how technology will support human interactions, to ensure your brand has a strong digital transformation path that is both relatable and accessible to your customer to ensure the digital customer journey is smooth without any gaps to cause confusion.  

Drive Innovation and Efficiency

Now that you see the value behind challenging assumptions, how can you apply them to your organization? According to recent data from Tableau and IDC Research, approximately 83% of CEOs want their business to be more data-driven. When you work directly with customers you can certainly intake data through surveys, feedback, and market research, but it is important to apply these data points to improve your organization.

Using a customer experience management platform like ’CoTé’s virsaic™ cloud software and as service will drive the connection between the use of your core technology and the customer data to help your organization gain a better understanding of your customer’s journey, pain points, and areas of opportunity to streamline.

Driving innovation and challenging assumptions can be intimidating as change presents a bit of a risk and reward situation. However, the potential benefits of doing so can help your organization develop industry leadership in the way you adopt technology for both products and services as well as capturing real-time insights into customer feedback to continuously evolve the way the customer wants to interact with your organization. With this rich insight you can consult with your peers, stakeholders, or professionals at an organization who can help you conduct research and share touchpoints that will improve processes to be more simplified and efficient for your business and your customers.

Assessing the past and present when observing products, people, and processes that you use within your organization is a key method when challenging assumptions. As you look for ways to improve your organization, think outside the box and try to see what the future could look like.

Customer experience has undergone an impressive transition from in-person to digital experiences, but how will that digital transformation continue? With support from experts like CoTe, your organization will have strong support and industry experience that will help you understand the latest customer experience trends, best practices, and innovative digital technologies.

To find out more contact CoTé, we are here to help.