Are You Obsessed With Digital Customer Experience? Here’s Why You Should Be
This blog is authored by Robin Gareiss, President and Founder, of Nemertes Research. Ms. Gareiss leads Nemertes Digital Transformation research. She also is a widely recognized expert in the communications field, with specialty areas of VOIP/UC, collaboration, and managed/hosted/cloud communications services.
The focus on customers is more intense than ever—and for good reason.
External customers (consumers of products, patients, students, investors, etc.) can wield more influence than any advertising campaign or marketing program, thanks to social media, mobile messaging, and Web-based ratings. Happy customers can make a company as much as disgruntled ones can break it.
At the same time, a company’s internal customers (employees, contractors, partners) influence or directly affect the customer experience. Customer service agents who have real-time and historical information about the customer can serve them efficiently and intuitively, earning five-star ratings.
Those ratings, in turn, result in more business from that customer and others who rely upon such feedback to make decisions on where to spend their money.
It’s no surprise, then, that executives are devoting resources toward improving the Digital Customer Experience (DCX). Reputation management has become a crucial piece of any organization’s marketing strategy. That management becomes much easier with targeted technology initiatives that aim to improve business metrics associated with DCX.
Devoting resources to DCX is a wise move, according to Nemertes’ 2018-19 Digital Customer Experience research study of 697 IT and business leaders across North America, Europe, and Asia-Pacific. When companies design projects around innovative technologies—ranging from analytics, Artificial Intelligence (AI), Internet of Things (IoT), mobility, cloud services, and omnichannel—they can demonstrate measurable success.
In the research, participants cited nine specific projects that delivered positive success metrics. Among those success metrics, organizations found on average:
- 50% improvement in customer satisfaction ratings
- 37% increase in digital sales
- 65% increase in customers won
Successful DCX initiatives require careful planning in three core areas: Strategy development, provider selection, and implementation.
To learn more about the projects, success metrics, and planning required for success, download the Nemertes 2018-19 Digital Customer Experience Research Study.
Developing and nurturing a sound DCX strategy should be at the top of your priority list for 2019. By leveraging digital channels to engage with customers and analyze their behavior, you will be at a competitive advantage and decrease the risk of losing customers to competitors.
A solid DCX strategy will leverage technology to:
- Identify and resolve issues promptly before they impact reputation and revenue
- Identify and act upon opportunities with customers
- Analyze employee interactions with customers to continually improve them
- Ultimately, aim for five-star ratings from both customers and employees