The Customer experience starts with your first interaction with the brand, long before the sale; and ends once the purchase cycle is over. From each contact data arise, information to be managed, organized and properly treated in order to reveal the knowledge that allows us to obtain the necessary knowledge about each consumer. When i have this vision, you can work to boost the service you offer.
Photo credits: istock Jirsak
The main fundamental principles of Customer experience focus on four approaches:
- Base: Its about data and knowledge needed to properly channel efforts to drive the customer experience. The information on which it is built comes from the client himself, but in addition to third parties. This is next-generation data, but combined with historical records. The extent to which this data becomes operational, integrating in the Customer experience, It will depend on the maturity of the organization in its relationship with the use of data. Whatever the case, the basic foundation needs at least the following components:
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Customer data, from the contents in the CRM to any other that can be collected, but always properly organized thanks to the Master Data Management integration.
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Voice of the customer, through direct or indirect feedback.
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Customer information, that can be obtained through studies, polls or discussion groups.
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Benchmarking, which one will provide the competitive vision.
- Strategy: Determine clear objectives, precise, relevant and realistic is essential to successfully launch any business improvement initiative. Customer experience. The ambiguities, confusion or lack of strategic direction prevents the organization's efforts from bearing fruit. At the same time determining the objectives to be achieved, each organization needs to have three clear points:
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Character development (determination of the buyer who represents each state of need that can occur in a customer).
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Travel mapping (recreation of action roadmap of each type of buyer persona).
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Architecture of Customer experience, to answer questions about the who, that, when and how of each interaction and each sale.
- Tactic: treats the content and information that the client will act directly. The Web, social networks, Marketing programs and touchpoints are the strengths of this facet of the Customer experience and they must be worked conscientiously, especially in regards to:
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Content supply chain, that must be created with the ultimate purpose of provide utility to the client and solve their doubts and needs.
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Loyalty programs so that, through different types of incentives, is achieved increases affinity and loyalty.
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Promotion programs that take advantage of the testimonials and content generated by the most loyal customers and users and that also contribute to promoting the benefits of the brand.
- Operations: This is where the Customer experience is orchestrated and optimized through digital and human interactions. The way to solve each of these contacts must be based on actions that are properly programmed and focused on the business objectives.. Achieving it depends on mastering:
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Automation and orchestration, that enables the content, messages and offers can be scheduled and directed to the right audience and channel.
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Analysis and optimization, that makes it easier to understand traffic and lead conversion mechanisms (potential customers) Y enables you to act directly or indirectly based on the customer's sentiment after being analyzed.
Customer experience optimization. From the theory to the practice
Collected data, acquired knowledge, consistency assured, thanks to the unique vision provided by Master Data Management (especially if it is built into the CRM strategy), the organization is ready to implement the optimized delivery of customer experience described in your multichannel strategy, That:
A / Corporate web portal: Despite the explosion of multi-channel digital touchpoints, the web portal continues to be the main face towards the market. In her I know focus important touch points for customer engagement that encourage engagement, to the extent that architecture allows. For this, the content management infrastructure should pay attention to all the possibilities, including open source alternatives, to To upgrade and don't lose any chance.
B / Mobile environment: the real and virtual worlds are connected through these devices, that provide the consumer with the data and options necessary to be able to embark on a Long-term link with the brand. The Customer experience we must work on this channel seeking to enhance loyalty but without forgetting potential customers. This starts with ensuring mobile-friendly websites and native mobile apps..
C / RRSS: based on Gartner data, The 92% of consumers are influenced by opinions expressed on social media.. In reality, more and more people carry out their own research on a brand or its products through this medium. Taking this into account is essential, since it is essential to incorporate social feedback capabilities into any multi-channel experience. Do not forget either the participate in social listening and conduct sentiment analysis to, On one side, manage the voice of naysayers, responding appropriately to your problems; Y, for another, magnifies the voice of promoters, facilitating your defense of the brand and making it last over time.
D / Purchase options: Simplify the purchase procedure, remove barriers, freebie facilities, support your decision. The Customer experience benefits from the incorporation of new options and functionalities as one-click orders, subscription-based ordering for regularly used product replenishment, product recommendations and videos to complement the photos. In the Customer experience offline initiatives such as loyalty programs or mobile payment options, for being among the best valued by customers. Anyway, it is essential to ensure flexibility in collection alternatives, delivery and return in all channels.
E / Other channels: any initiative aimed at improving the Customer experience should start with a Cross-functional targeting that doesn't have to focus solely on marketing.. The involving business users in supporting cross-functional functions, Sharing information about the client and taking the appropriate actions through digital channels must be absolute. At the same time having the support of a good organization to achieve the desired optimization and avoid bottlenecks that could overshadow the results. Fluency, agility and unique vision are essential aspects in data management at the service of the Customer experience.
