“70% of buying experiences are based on how the customer feels they are being treated” - McKinsey and Company Consumer Report
Simply stated, but a strong statement. Regardless of what your surveys and data tell you,insight into the customer experience is based on their personal sentiment, information that may not be accurately captured in any report.
The true customer journey is prompted by the behaviours, preferences and tendencies of individuals. Everyone’s different. It’s true that technology enables us to communicate in different ways, but my perception of a great experience can be completely different than yours. One size does not fit all, two customers experiencing the same service from a company may feel different about that experience.
This is where we are today. Companies are doing a good job collecting customer feedback and consistently improving their processes. Unfortunately, that may not tell the entire story as people have different preferences. "In the age of the customer, executives don’t decide how customer-centric their companies are — customers do”. (Kate Leggett, Forrester Research Navigate the Future of Customer Service in 2014)
- Make it easy and seamless.
- Cut down repetition.
- Make the customer journey short, but leave an impression.
- Humanize every interaction and go out of your way to help as if they are your childhood friends.
- Know what they prefer and cater to them.
I never frequently phone or text one of my best friends Joshua to give him an update on what’s going on with me. On the other hand, I’ll shoot texts to my other friends randomly as things come up in real time. I know my audience and don’t bother reaching to certain people in ways that are annoying to them. Additionally, if I’m having a texting back and forth with a friend to the point it gets too complicated, I’ll often just dial them on my cell to continue the conversation. Imagine how annoying it would be if I had to recap every single thing we talked about over text.
This is something that all companies need to address. According to a Forrester Wave Customer Service report, “The Majority of businesses are unable to support an omni-channel customer journey. Only 12% can provide a seamless hand-off between channels” - Forrester Wave Customer Service Report
THE URGENCY IS NOW
“The customer of 2020 will be more informed and in charge of the experience they receive. They will expect companies to know their individual needs and personalize the experience. Immediate resolution will not be fast enough as customers will expect companies to proactively address their current and future needs.” - Customers 2020 Report
Accelerate plans to add personalization now. A crucial step to make this work properly is to ensure the right data is available to profile customers. Once you layer the right insights, you then need to figure out how to identify your customers so you can provide the white-glove service they expect.
This is not an overnight task. So plan accordingly, and start strategizing now!