Trends in the customer experience

experiencia del cliente

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– Customer centric. Putting the focus of business strategy on the client, their needs, wishes and demands is not something new. However, the good news is that, according to Shep Hyken at Forbes, “companies are making the effort, they are improving and they can catch up with those new expectations.” The Expert in Customer Experience and author of several books Shep Hyken speaks of a concept that is gaining popularity: “customer success”. Companies are detecting problems and correcting them before the customer notices and complains. “The goal of a customer success program is to ensure the customer is successful with the company’s products,” Hyken says in an article in Forbes.

 

– Employee involvement. The third “i” of our framework “Customer Wave” becomes more important this year. A happy employee produces more, sells more, and becomes the best ambassador for the brand. Employee engagement has been one of four Temkin Group CX core competencies for more than six years and in 2017 looks forward to “seeing a leap in Employee Engagement activities and Human Resources departments finally coming together to work on The participation of the employees “.

 

– Speed of response. Customers, even if dissatisfied, do not hesitate to use any channel to show their anger with a brand or send questions about their service. It is imperative to track feedback and provide timely responses to preserve customer relationships. Up to 62% of retail companies say they have processes to use multichannel feedback to create “single snapshots” of customers and directly address their concerns, according to Salesforce analysis.

 

– Technology. The evolutions in this field are great and constant, but four areas take the palm with respect to the Customer Experience:

  • Big Data. With the increase in digital and mobile interactions, companies have more data on what their customers are doing. These behavioral data can provide, according to Bruce Temkin, a complete view of what drives customers and feeds robust predictive models.
  • Artificial intelligence. Shep Hyken places particular emphasis on this technology: “It will help us make better business decisions, many of which will have a positive impact on the customer relationship.” For example, some companies in the retail sector are starting to improve and personalize the store shopping experience with holograms and virtual reality screens. One such application allows customers to “try out” one suit without changing clothes, while others create complete virtual environments.

 

– Chatbots. When a machine can create a positive customer experience, everyone wins. As Shep Kyhen points out, “the best chatbots are able to respond not only to requests and questions but also to recognize when the client is confused and to turn to a call center person in case it is necessary to solve the problem.” For Richard Shapiro, President of Client Retention, “Today’s chatbot offers a direct and easy channel to communicate with a brand, it performs logical operations on what a customer wants to do based on their previous actions.”

 

– Searches by voice. New generations of smart and virtual assistants who recognize the voice as Siri, Alexa and GoogleNow continue to evolve and gain adherents. Through voice search, consumers are free to perform their search commands while they cook, do their shopping or drive.

 

– Customization. All the technological advances mentioned in the previous point allow to reach high levels of personalization. According to a study by the consulting firm Accenture, 73% of consumers prefer to do business with retailers who use their personal information to make the buying experience more relevant. “Customers will easily share their preferences with companies they trust, but reciprocity requires that companies be transparent with their policies and practices and focus on providing a personalized customer experience,” writes Richard Shapiro. “There is no reason not to create a more personalized experience that meets the individual needs of a client,” says Shep Hyken. The next step in personalization is self service. In fact, Bruce Temkin expects more companies to “incorporate technologies such as virtual agents and interactive guides to enable even smarter self-service.”

 

– Mobile. Bruce Temkin is confident that “more companies evolve to a mobile strategy and design customer offerings with the premise that the main interface can be a remote digital device.” However, digital analyst and author of several books Brian Solis points out in an article that only 20% of leading companies in digital transformation are studying their mobile customer journey.

 

R. Shapiro, S. Hyken, (January 19, 2017). Tendencias. Recovered from: https://asociaciondec.org/tendencias-2017-en-experiencia-de-cliente/

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