AUGUST - 202219The standards of Customer Experience (CX) are always evolving in tandem with changing customer needs and behaviours. Well before the pandemic, CX had already become the battleground for competitive advantage, wherein hygiene fulfillment and disciplined execution played a critical role in driving differentiation. However, as we moved towards a more connected world, the digital age has empowered customers through unparalleled access to information and an unprecedented amount of choices. Hence, organisations need to bring in their A-game across all engagement points, keeping in mind that today's customers are more sophisticated and discerning than ever.Placing CX at the heart of our operating modelA successful improvement effort should not be bound to taking an existing portfolio and making rapid adjustments using technology. In order to create a truly seamless CX, we can and should simplify the entire product or service journey at its heart. Through this perspective, one should not limit their perspective to eliminating problems based on a single focus area. Instead, we should look into how we can create much more value by anchoring the effort on understanding "what matters and what does it mean" for our customers. Essentially, what can we do to satisfy an unmet need or expectation.In my view, there are four basic principles that today's organisations should adhere to when crafting their Customer-focused strategies:· Empathy as the foundational component of CXEmpathy denotes the ability to sense people's emotions and anticipate what someone else might be thinking or feeling. COVID-19 has magnified the need for organisations to lead with empathy across all possible customer interactions as a means of driving deeper rapport and emotional connection. Though the pandemic has gradually subsided, the requirement to deliver empathy-driven CX is set to remain given that it has shifted from being an aspiration to an expectation. Hence, investing in empathy through various avenues such as going the extra mile in resolving issues, providing reassurance, offering alternatives and enabling personalised engagements could definitely create Trust Building moments which will be repaid through enduring customer loyalty.· Put in a concerted effort with the customer in mind: Adopting the 3D's of Design, Delivery and DelightIn essence, the boundaries between products, services, touchpoints and environments have blurred, indicating the need to have a cohesive view when delivering end-to-end experiences that are truly valuable to customers, whether physically or digitally. Managing such an engagement lifecycle requires a holistic perspective as it entails a balancing act between CX, EX BRINGING CX CLOSE(R) TO OUR HEARTBy Manpreet Singh, Senior MD and Head of Group Customer Experience, CIMBManpreet SinghCXO INSIGHTS
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