What is "Customer Experience" (CX)?
Unlike customer service, customer experience doesn’t focus on one particular touchpoint. It moves beyond just one transaction from start to finish and instead is the overall perception consumers develop after an encounter — of any kind — with the brand.
Every time a customer interacts with a brand- (throughout the customer journey) they are formulating ideas and perceptions of the brand. These touchpoints are critical in making a lasting impression on your consumer.
Customer experience includes all interactions with customers across every touchpoint. Sales experience can be great; however, a damaged delivered product could wipe out the good, as the customer has to call the 800 number only for them to be transferred multiple times before their issue is resolved. Now, that’s bad CX.
Digital CX treats the customer as a single person from one interaction to the next. It connects systems, data, and teams to create a seamless customer experience across every touchpoint. It eliminates silos between business units to lessen friction, enhance customer engagement, and strengthen brand loyalty.
TP Digital transformation is deploying new technologies and leveraging data in all-new ways to improve the experience of your customers.
In order to implement Digital CX, think like a human
To provide CX that builds brand-loyal consumers, design thinking takes an empathetic, humanistic approach.
- It considers how consumers are feeling as they interact with your brand. (User)
- Takes note of the ways to improve their encounters. (Business)
- Implements tools to make each experience effortless. (Technology)
- Listens to them when you get feedback from traditional customer service transactions. (Business)
- Encourages omnichannel presence based on the preference of your customers to communicate, such as voice, chat, email or text. (Technology)
Ensures you’re prepared to communicate; you’re setting a connected foundation that teaches your customers you’re always available for them. (User)
Customer Experience needs a good underlying foundation:
To have a positive customer experience, processes need to be in place to ensure a seamless experience.
Knowing your customers and understanding their journey is not just an exercise in semantics. Organizations that provide the most value to customers are successful because they emphasize a customer-first approach. For instance, they communicate the importance of the customer experience to all stakeholders, as well as clearly define the value that they are delivering.
Teleperformance can take an honest look at your existing processes to determine whether they are operating efficiently and serving your goal of providing value to your customers. We spend time with key stakeholders to gather data and feedback. Map out the processes for specific areas responsible for issues. From there, we look at ways to improve your processes by leveraging technological solutions like automation.
With the Teleperformance team, you can turn towards improving your business processes to achieve all the things that are typically associated with Process Excellence. Reducing operational risk, lowering costs, and increasing efficiencies.
Process excellence and customer experience are not mutually exclusive. It is possible for your organization to be efficient and profitable while delivering value. Doing so requires that you start with providing improved customer experiences as central to any initiative.
How to execute:
The McKinsey Article: The three building blocks of successful customer-experience transformations have a proven formula for executing customer-experience transformations. It comprises specific steps across three core building blocks: a clearly defined aspiration, an agile transformation approach, and thoughtful deployment of new capabilities, particularly advanced analytics. They have seen results with 15% to 20% increases in sales conversion rates, 20% to 50% declines in service costs, and 10% to 20% improvement in customer satisfaction. Read through:
Customer experience is a competitive advantage in the new normal. Only by committing to digital CX transformation can companies expect to emerge with an advantage over their competitors.