The goal behind any digital transformation strategy should be centered around customer experience. Every experience a customer has with your business and brand needs to be of a consistently high standard. A client’s journey through your business, interaction with staff and systems and general perspective will affect their ongoing engagement and purchasing power. Good customer satisfaction will likewise generate free marketing and new business.
Positive customer experience needs to be at the heart of any digital transformation. This should infiltrate every sector of your business; from the board room to the process and chiefly - interactions with clients.
How ready and equipped is your business? Do you have consistently good client satisfaction?
For some businesses, a radical strategic shift is required. Not acting fast enough to reform your business in this digital era could have disastrous consequences. It will likewise mean you are not equipped to match the speed of changing customer behavior in this rapidly changing climate. To stay competitive and to ensure your business survives, it needs to be market ready to be able to react to the demands of the time and to provide consistently excellent customer service.
Do you understand your client’s journey?
Fundamentally, you need to understand the customer journey and relationship with your business. How do they want to communicate with you? What are they looking for?
Once you know this information, it is a matter of streamlining all your business personnel, technology, processes and systems to ensure the process is smooth, seamless and as engaging as possible for each client. Your customer’s experience at each stage of their journey with your business is fundamental to them continuing. All communication; be it via the website, mobile, in the office/shop or on the phone, should consistently deliver the right information at the right time.
A comprehensive and interconnected multichannel service is needed to achieve full customer satisfaction and many businesses are looking to automation and self-service apps to assist them in delivering this. Automation is revolutionising customer experience, exemplified in this quote from a recent Forrester report :-
“The new opportunity in the age of the customer is engagement: deploying technologies that will help customers receive better service automatically or better serve themselves.”
Using technology and non-voice interactions is reshaping the future of customer service; enabling businesses to deliver personalised, real-time communications to their clients, assisting them in their decisions and ideally leading them to purchases.
Let’s get analytical
To give customers the right information and in order to maximise the tools that automation provides, it is important to research and analyse customer behavior, interactions and their satisfaction with your business. After analysing the data you have collected, you can make changes to the area of the journey where client satisfaction is deficient.
Such analysis will also help your business be prepared and able to respond to market changes, if not determine future trends. It can also be utilised for marketing and promotions; to cross-sell and upsell products and services, based on the purchasing behavior and interest of your clients. This in turn improves client satisfaction and strengthens your market position; securing customer’s engagement and the potential for repeat business.
If you would like to discuss how automation and technology can improve your customer service and experience, don’t hesitate to book a call with one of our system architects today or download our brochure at vh3.digital.
