In a poll of enterprise contact centers by Deloitte, 82 percent of businesses view their customer experience as a competitive differentiator. And by 2020, customer experience will overtake price and product as the key brand differentiator according to the Customers 2020 Report.
So what does this mean for your business? If you’re not already keying in on the customer experience, it’s time to make it a priority.
Here are five questions to ask yourself:
1. Is Customer Service Mission-Critical at Every Level?
Everyone at your company should be moving toward the common goal of creating an amazing experience for your future and current customers. Rely exclusively on the customer support team to create a great customer experience and your efforts will likely fall flat.
All those involved in the development, delivery, promotion and support of your products should be thinking with a “customer-first” approach. It is also extremely important that your leadership team understands the importance of a superior customer experience and supports initiatives with both time and resources.
2. Do You Have a Plan to Get Where You Want to Be?
This sounds basic, but you should have a written playbook for your customer experience initiatives. What is your goal — what would your clients think is an exceptional experience with your company? Have you spelled that out? And what are you doing to get there?
Make sure that all employees can access your documented customer experience initiatives and understand how those initiatives connect with the company’s values and mission.
3. How Are You Leveraging Technology to Make Improvements?
Eighty-two percent of respondents to a recent survey view accuracy and quality of information as the most important attributes of a quality customer experience, while 73 percent also say ease of interaction is important. A central knowledge base containing answers to common customer questions could be critical to achieving both these things.
Imagine if you had a single source of information that both your customer service professionals and end users could leverage to easily get the best answer to a question. Companies that are using these technologies are saving time and improving customer satisfaction.
4. What Do Your Customers Think?
Kate Leggett of Forrester Research said, “In the age of the customer, executives don’t decide how customer-centric their companies are — customers do.”
What do your customers think of you? How would they describe their experience? What tools do you have in place to capture this feedback? If you don’t have solid answers to these questions, it’s time to rethink your plan and make sure they are addressed. You may need to adopt new strategies for collecting customer feedback, such as online surveys or phone interviews.
5. How Can Customer Experience Impact Your Bottom Line?
Creating a stellar customer experience isn’t just about surviving – it’s about thriving.
The revenue impact from a 10 percent improvement in a company’s customer experience score can translate into more than $1 billion, according to The Business Impact of Customer Experience. So as you consider the ultimate customer service experience, remember the different ways this will pay off for your business.
In this consumer-first world, an exceptional customer experience isn’t just nice to have. It’s quickly becoming table stakes for successful companies.
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