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Reasons Why Indian Companies are Lagging Behind in Customer Experience
According to Forrester’s The India Customer Experience Index, 2016, nearly 70% of business and IT decision makers have placed Customer Experience(CX) as a critical priority for their enterprises. However, many Indian companies have not been able to achieve a fluid customer experience.
Usually, contact center agents of a company handle inbound calls quite efficiently, but what about social media queries and comment? Thus, today, most companies are lacking overall strategy to identify and leverage the different touch points of a customer’s journey.
Let us understand the major roadblocks that hit customer experience:-
Insufficient Budget Allocation
The report mentioned above also revealed that of the total respondents, about 59% do not have a dedicated budget to explore or improve customer experience metrics. But, adequate budget is of utmost importance for procuring technological solutions like customer call management software and, training of staff etc. Therefore, lack of sufficient budget can lead to poor customer service.
Shortage of Comprehensive Technology Solutions
The scarcity of technological solutions can prove to be an obstacle in providing appropriate customer experience since automation and technology is vital to achieve satisfactory CX. For example, to simplify complex customer interaction integrating silos channels, namely voice, email, SMS/text, web, mobile or social media on to a single platform can be really beneficial. It would give backend and front end teams more visibility into customer problems, enabling them to get better at providing quality customer experience.
Apart from the lack of adequate budget and deficiency of technological solutions, delay in catering to the customers, providing solutions within a defined timeframe and dealing with their specific issues can lead to unsatisfactory customer experience, thereby hampering the business.
Ways to improve Customer Experience
Know the Customers
It is important for a business to comprehend who their customers are, know what motivates them, and identify the products and services that interest them. This would help to create a more personalized customer experience.
Enhance Customer Experience by Going Omnichannel
Instead of adopting a multi-channel approach, it is better to go omnichannel and allow your customers to interact with you and be serviced via any channel. It removes disjointed systems and interaction silos between various departments.
Leverage Customer Experience Analytics
Due to the emergence of artificial intelligence and big data, companies don’t really have a hard time setting up some type of analytics to know who they come in contact with. The power of customer experience analytics can be used to measure detailed behavioral, demographic, and other customer experience metrics in real-time.
Use Customer Experience Innovation to raise the bar
Companies like Apple, Disney and Tesla use innovation in their approach to customer experience, to connect with their customers and stand out from the rest. Remember that innovative solutions are not only authentic and effective, but they are also cost-efficient.
Develop a Customer-Centric Company Culture
An organization should not only strive to create a single team to manage customer experience rather develop a customer-centric culture across the company.
Conclusion:-
If there exists a CX strategy in place, the best way to further improve customer experience is to optimize the customer experience strategy.
It is believed that customer service starts where customer experience fails. Therefore, the quality of your customer service experience should not be any different from other aspect of the customer journey.
by avinashmittal on 2020-03-05 05:52:27
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