Customer experience is everywhere. Digital landscapes are creating fervent opportunities for finer marketing potential. Smartphones, tablets and wearables have transformed customer expectation and populated multiple touchpoints across devices, giving way to omnichannel customer journeys. According to a survey, 70% of buying experiences are based on how the customer feels they are being treated. By 2020, customer experience will overtake price and product as the key brand differentiator.

The objective from the customer’s side is clear – Meet my expectation.

The objective from the business end is clearer – We must supersede expectation.

A customer’s online surfing behaviour reveals their preference which then accumulates as data that brands use for insights and personalization of customer journeys.

How are businesses using customer data to improve customer experience?

Customer experience has indeed become a top priority for brands, with trendsetting personalization strategies used by Netflix, Starbucks, Nike and Amazon to name a few.

Netflix employs machine learning algorithms for insights on their customer’s viewing choices and translate that data to tailor individual recommendations. Starbucks uses a combined strategy of connecting in-store and online experience to suit an omnichannel journey and gain customer loyalty. Customers can order from the in-store menu using the app on their smartphones, which also brings them numerous personalized offers encouraging re-engagement.

Sportswear giant Nike collaborated with David Chang, a renowned New York chef to integrate augmented reality (AR) with their SNRKS app. The user taps a gif on the product page and points their smartphone camera at the chef’s menu to unlock a 3D model of a limited-edition trainer which the customer can then purchase. An innovative gamification of customer experience like this is attracts and retains users. Amazon is a stellar example of successful personalized customer experience for a mammoth data based initiative. It is no coincidence that Amazon customers are spoilt for individualised recommendations while browsing. A huge amount of customer intelligence data from consumer online behaviour is fed into the customer journey loop to construct an omnichannel experience.

Why is data driven CX no longer an option but a necessity?

Creates seamless experiences.

Customers are demanding instant gratification and resolution. They want higher satisfaction and a glitch-free experience. Using the customer’s personal data with AI integration and self-service options at first contact can make it possible to eliminate a negative experience. The likelihood of a user choosing a seamless experience again and again creates loyalty in the long term.

Demonstrates effectiveness of a strategy.

Data and insights from each customer can be used to quickly to derive a new direction if necessary to influence existing customer satisfaction levels. Agile assessment of user experience, AI assistants, app functionality can be extremely useful in regenerating content plus design suited uniquely for a user, to foster engagement and retention.

Allows faster response time.

With a myriad of options available for a single customer, being impatient and restless is a given by users when it comes to responsiveness from customer service. If customer data is promptly available in real-time interaction, agents can respond instantly and ease any roadblocks in the experience journey.

Helps in journey mapping and management.

Consumer data helps understand motivators, action preferences and pain and touch points for marketers. It also helps identify areas of re-engagement and drop-offs in a journey. Data and sentiment analysis contribute greatly in improving emotional appeal to the consumer.

Engages & retains existing customers and attracts loyal & new customers.

When an experience is fully focused around a customer based upon their likes and dislikes and without in-your-face targeting, the customer is bound to feel delighted and share their story within their online/offline social network. This in turn attracts a new customer base thereby positively affecting the bottom line numbers.

For brands to be successful and profitable, customer experience must be strategically based on unique insights and analytics of the user. Data is no longer restricted to logic and numbers, but is getting humanised as well. AI based solutions can interpret human interaction for superior customer knowledge that can be used to engineer enhanced customer experiences. This process of humanising data is called contextualisation which aids in easier comprehension and inference by filtering relevant information.

TeleApps is a leading service and solutions provider for businesses and contact centres supporting them to deliver exceptional customer experience based on their products and target audience. TeleApps harnesses relevant customer insights derived from analytics and empowers businesses to create successful customer journeys and increase their ROI. Read more here.

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