Customers are no longer loyal to brands, but to the best customer experience they can get 


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Conveying an individualized customer experience in real-time drives income today. Be that as it may, most organizations are attempting to get this right.

As everybody knows, giving extraordinary customer experience (CX) is not an absolute novelty; it has dependably been the bedrock of business. What is new is that the digital channels have made CX the primary competitive and persistently evolving playing field, where each interaction matters. For instance, online social media has expanded the likelihood that a poor interaction can be made dangerously open. As a Forbes article explains, “It takes 12 positive experiences to repair the damage caused by a single unresolved negative one.”

Clients are no longer faithful to brands; they're faithful to the best CX they can get. You're never again contending with simply your competitors, but with the best customer experiences out there.

The need of clients today is individualized experiences. It is constantly pleasant to welcome clients by name and remembering their birthday celebrations. However the key incentive to clients is another: understanding their aim to buy, give them custom recommendations, and offering information for them at each point along their whole customer’s journey. The necessity is a 360-holistic perspective of the customer in real time that can scale to deal with each minute for each customer.

customer experience journey

Why is it here and there hard to get today’s customer experience right?

The appropriate response backpedals to the essentials of human relationships, that are once-in-a-while overlooked in our digital world. You should know your clients profoundly to have the capacity to expect what they need before they say they need it (i.e., the "Moment of Truth")

How is it conceivable to assemble and act on the correct learning about every client when there are never again face-to-face interactions? You have to transform data into information. Yet even data is an amorphous term that requires further context.

The primary information organizations try to extract from the data is the when, where, why, how, and what of customer interactions. Before, marketers constructed their drives with respect to the investigation of those historical engagements. The outcomes? Excessively disconnected. Excessively numerous silos where marketing knows the client and sales does not. That was great before the digital age, but not any longer. Digital lives now operate in real time and you should know your clients in real time to convey customer experiences that pleasure and satisfy them.

How to drive the best CX by leveraging data?

To address some of these challenges and give significant and profoundly personalized experiences to consumers, marketers ought to play out the following steps:

  • Define the end-to-end CX. From pre- to post-purchase, marketers ought to consider each potential interaction customers may have with the brand along their journey. This lines up with the idea that "everything is branding". The interactions over all the touchpoints create the overall brand experience. When considered insightfully and in an all-around arranged way, the customer journey can result in an engaging brand experience.
  • Create a single view of the client. The majority of the marketers have a plenitude of customer data. Including personal information, online activity, transaction history, and so forth. However, this often exists in isolated frameworks. And that's only the tip of the iceberg. They are not integrated. Thus, marketers may benefit by building up a technology platform that integrates client information crosswise over different touchpoints. And presents a complete picture of each customer interaction.
  • Use machine learning to make microsegmentation. When marketers have consolidated their customer data, they can start to identify variables that have the greatest impact on purchase behavior. By utilizing microsegmentation, marketers can start to give more personalized experiences depending on where customers are on their journey, what makes most difference to them, and which clients are most important and faithful. Analytics is the key to this.
  • Deliver real-time experiences. Technology can help empower content delivery and in addition enhance human interactions with customers. Now and again, the interactions might be automated, such as a live chat-bot. In different cases, marketers can utilize data and analytics to help improve employee engagement with consumers.
  • Monitor and optimize. To constantly enhance CX, brands can gauge their performance through solicited customer feedback (e.g., surveys) or unsolicited feedback (e.g., social media posts). Marketers might need to create CX dashboards that demonstrate the esteem for both clients and the organization. They can use this data to optimize marketing messages and campaigns. And decide if they are delivering on their brand promise.

For more on how real-time insights can improve customer experience, read about Maximizing Moments of Truth: Creating Meaningful Real-Time Customer Interactions.



About Author

Federico Alberto Pozzi

Federico Alberto Pozzi is a senior solutions specialist in IMM & Analytics at SAS Italy. The Ph.D. he obtained in Computer Science allowed him to acquire outstanding expertise on Machine Learning and Text Analytics (in particular, Sentiment Analysis) applied to Social CRM, Social Learning and Digital Media Entertainment. He also collected important international experiences: among different international research collaborations, he had a fruitful and long collaboration with Prof. Bing Liu (University of Illinois at Chicago) and Prof. Emeritus Gautam Mitra (Brunel University, London and OptiRisk Systems). Federico has published two books on Sentiment Analysis and several scientific publications in important journals and conferences.

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