If you harbor any doubts about the importance of an engaging customer experience, consider the following statistics from PwC:
- Seventy-three percent of customers consider experience a critical factor in their purchasing decision.
- Fifty-nine percent of U.S. consumers will abandon a brand after several bad experiences—even if they love the company or product.
- Seventeen percent of people say it only takes one bad experience for them to walk away from a company or product they previously enjoyed.
- Nearly eighty percent of American consumers point to speed, convenience, and knowledgeable services as essential elements of a positive experience.
And in the digital age, it follows that providing a high-quality customer experience is increasingly reliant on data. Read on for key considerations as your organization seeks to redefine data-driven customer experiences:
- Maximize the Mobile Experience. Since the pandemic began, mobile has become an increasingly popular channel, and it’s likely to remain that way for the foreseeable future. Putting more weight behind this channel enables companies to benefit from location services, push notifications, and mobile integrations and strengthen the overall customer experience by meeting customers where they often are—their phones.
- Eliminate Data Silos. It’s impossible to provide a data-driven customer experience if critical information exists in silos. Companies must virtually combine their fragmented environments to create a unified view of customer data comprising information from sales, the contact center, website interactions, marketing information, and any other customer touchpoint.
- Tap into ML and AI. In order to find vital customer insights in the wealth of data that gets generated on a daily basis, companies must harness the intelligent efficiency of machine learning (ML) and artificial intelligence (AI).
- Be Predictive, Not Reactive. The traditional approach to customer experience is reactive—for example, a disgruntled customer contacts the service center, and the company offers a product discount to mitigate the damage. Providing a data-driven customer experience means abandoning this legacy approach in favor of a more predictive model. By tapping into the wealth of customer data that exists, companies can predict customer sentiment and proactively offer products, services, or solutions.
- Make Data-Driven Experiences Part of the Company Culture. As we’ve written about before at the APEX of Innovation, becoming truly data-driven requires a cultural change. As such, providing a data-driven customer experience is not solely the responsibility of one department or team. The entire organization must be involved to ensure that it’s done correctly, consistently, and can evolve with new customer data sets or analytics investments.
- Don’t Get Distracted by the Competition. You’ve eliminated data silos and other hurdles involved in facilitating a data-driven customer experience. You have a solid plan in place and have made executing it a central part of the organization’s mission. At this stage, it can be tempting to look to the market and react to what your competitors are doing. Don’t! Long-term success in data-driven customer experiences requires a steady, focused approach that evolves because it’s in the best interest of the company and its customers— not because it’s something you saw the competition do.
Check out this eWeek article for more information on harnessing data to improve the customer experience.