Today’s customers expect businesses to be available and responsive when – and how – they…
5 Things to Keep in Mind While Building a CX Strategy.
- Christa Heibel
- 19 May 2021
A solid and deliverable customer experience is vital to any business and is the driving force behind any successful company. While your business is likely to have a CX strategy in place it may not necessarily be implemented well, up to date, or running at optimal efficiency. Through well-established analysis practices, it is possible to streamline any CX strategy already in place and maximize the potential of your company’s client-focused methods.
The process of developing your new CX strategy can be complex and involves the integration of multiple departments and disciplines while being formed and can be impacted by multiple factors both internal and external, so when building a new CX it is wise to consider the following:
- Process Improvement
- Emerging Crises
- New Tech
Although your business processes and practices might have been in place for a long time, it isn’t sufficient to assume that they don’t need improving while analyzing key metrics will help in leveraging customer data and developing insights that serve to deliver better customer service. Covid-19 in mind, the tragic events have highlighted the importance of being quick to adapt through emergencies while outsourcing certain departments to highly skilled staff will save a lot of money in the long term, and adopting new technologies for use in your business is a great way to respond to your customers while future-proofing your business.
Identify and Transform Processes
Established processes and practices aren’t always the best solution for your company and streamlining these might be necessary as part of an effective CX strategy. While certain specific protocols and concepts aligned with your business should be maintained, it will be necessary to remove redundant processes and systems that could be hampering the effectiveness of your company’s ability to deliver an optimal experience for your customers.
Beginning with comprehensive mapping and visualization, you should aim to follow through to a final process improvement plan by means of process automation facilitation, reduced activity identification, resource management, and a comprehensive review of standard operating procedures that might be outdated, unnecessary, or even obsolete by way of industry evolution.
Make Use of Specific Metrics
The collection, collation, and analysis of your company data from both the business and consumer perspective is a vital component in building a more efficient business model. The analysis of data helps when delivering a customized platform for all customers as it allows you to better understand your consumer base in terms of demographics, behavior, and brand loyalty to name but a few. However, data analysis can be difficult to manage and expert guidance is necessary for large volumes of data that need to be sorted in order to effectively leverage it.
Once data has been analyzed properly, you can begin to benefit from it as an optimal growth and sales strategy can then be formed based upon insights gained following effective analytics. This can greatly benefit your omni-channel, multi-channel solution which will form a critical component of your new CX by providing customers with options when it comes to communication and marketing by establishing a digital presence and marketing appropriately.
Adapt and Respond to Emergencies
The past 12 months have seen the world adapt very effectively to the Covid-19 pandemic and contingencies involving how to cope with emergencies such as this will benefit any future CX strategies. Your company will need to be readily available to appropriately change its method of operation should the need arise as we saw with the pandemic that swept the world this year and last.
The nature of the virus means that you cannot afford to ignore the possibility of it happening again and such things as remote work, adapting to changes in shopping habits, and identifying how to stay competitive during a crisis is crucial to your company’s CX going forward. Digital interaction between consumer and company is booming thanks to Covid and this includes online purchases, but with the increase in online shopping comes the need for online support and this should be carefully factored into your new CX strategy.
Cut the Cost of Expensive Departments
It isn’t always cost-effective to insource all of your tasks and duties since some, such as operating an efficient IT department, can be expensive owing to the cost of network monitoring, the price of computers, and the cost of the highly skilled IT support employees required to manage the installed systems. For example, companies such as managed IT services can install and operate all of your business’s IT infrastructure for a fraction of the price of employing your own IT staff as well as provide security and hardware as a service.
From experience, we would advise a hybrid approach to your company’s employment model that identifies what needs to be outsourced, vs. what needs to be insourced and specific approaches to this field can yield significant results for new startups especially where cash flow might be an issue. This can also be a good approach when streamlining processes where financial ROI is a key concern as not all departments, such as your call centers, need to be fully staffed and the reduced number of employees could mean a smaller office resulting in reduced site lease costs.
Embrace and Implement New Technology
Almost every industry evolves to the point where it becomes necessary to embrace new technologies, procedures, and practices. As a business owner or manager, it is your responsibility to keep your ear to the ground, as it were, in order to identify emerging technologies that could have a direct influence on either your company, your sector, or your customers. Any new technology that is implemented will require expert installation and as a part of the CX strategy, any clients will need to be informed of changes that could impact their service.
The adoption of technologies such as AI, IVS, and cloud computing has changed the face of most businesses from both a company and client perspective where services have been improved on the one hand but become more complex on the other. Care should be taken when considering any major technology changes to an established system since you might run the risk of marginalizing one demographic over a seemingly biased partiality of another such as older generations who struggle with new technologies vs. Millennials who use them prolifically.
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