Why make customer experience a core element of your corporate strategy?
Sept. 14, 2021
According to a survey conducted by Genesys in 2009*, "poor customer service costs companies $338.5 billion a year worldwide in lost business". A significant cost, which demonstrates that the quality of a company's customer experience has a major impact on its growth and results.
Long the poor relation in corporate strategy, customer experience is now emerging as a strong differentiator, and therefore a potential key competitive advantage. Here's how to make the most of it.
Customer experience, the key to loyalty
In a society where consumers are constantly able to share their opinions and switch instantly from one supplier to another, offering a quality customer experience implies a multitude of positive spin-offs. But before we show what benefits flow from a successful customer experience, let's first focus on this notion.
Customer experience can be defined as the perception that an entity brings to its customer when the latter comes into contact with it. This concept encompasses not only the quality of the product and/or service offered, but also the quality of the relationship maintained with the customer. A positive customer relationship naturally leads to long-term customer satisfaction.
Optimized customer experience management is based on two key points:
A brand promise kept,
A personalized and distinguished offer.
A customer journey that generates positive feedback at every stage is synonymous with a quality experience. The satisfaction it generates for the customer becomes a source of loyalty, and even influence, which translates into direct recommendations, positive reviews or referrals.
How do you deliver a successful customer experience?
To achieve lasting customer satisfaction, a few practices seem fundamental:
Providing an immediate response to every customer need : responding quickly to a request has a major impact on customer satisfaction. There are also important indicators for measuring customer satisfaction:
Net Promoter Score (NPS), which calculates customer satisfaction in the form of a recommendation score;
The Customer Effort Score (CES), which evaluates the quality of an interaction with a company and helps assess customer loyalty;
The Customer Satisfaction Score (CSAT), which measures customer satisfaction in real time, harvesting customer emotions on the fly.
Multiply contact points: It's essential to multiply the communication channels through which customers can reach the company: website, social networks, e-mail, telephone, SMS... Companies that support their customers across multiple channels generate higher engagement and are able to respond more quickly to their requests.
Deploy a natively omnichannel customer interaction management solution that can simultaneously integrate all the channels mentioned above.
A customer who becomes a brand advocate is eminently virtuous, and invaluable, but beware... The reverse is also true! 64% of consumers surveyed in a 2018 Odoxa/Emakina study* said that a bad experience could lead them to the competition.
Neglecting good customer experience management will have far-reaching consequences in a context of high consumer volatility and heightened competition. In this sense, implementing a customer interaction management tool seems to be essential for achieving long-term customer loyalty!
ViaDialog, an innovative platform to help you manage your customer relations
Thanks to ViaDialog and its range of solutions for efficient, unified customer interaction management, you can transform the customer experience into a decisive strategic factor! Take advantage of our solutions for managing customer relations workflows, as well as our voicebots for automating natural language exchanges, to enhance your users' experience. Contact our experts for a detailed demonstration!
*1 Genesys, "The Cost of Poor Customer Service: The Economic Impact of the Customer Experience and Engagement", 2009
*2 Observatoire des comportements de consommation, "Fidélité aux marques et enseignes", 2018
