Are We on The Brink of A CX Renaissance?
Conventional customer experience means the relationship between a business and its customers. It typically revolved around in-store clerks and brand apps/websites. These are the traditional customer service channels, which have been delivering results like high sales and customer loyalty. The question is; is that enough post pandemic? Unfortunately, the answer to that is, they’re not sufficient any longer. If traditional CX was delivering results then why is it no longer enough. It's because of the dramatic changes to how we interact with brands. We live in a digital age which has reshaped how we live, work, play and shop; these changes had begun pre-pandemic. However, post pandemic the digital world has become a more exponential part of our daily lives. With Covid-19 restrictions, more and more people switched to e-commerce and the change is here to stay. The new consumer has high expectations. Brands today need to go beyond traditional CX, to rise above competition, businesses have to bring about massive shifts in the way their customer experience operates. Every organisation that envisions to stay, needs to deliver exceptional CX. The best way to go about this shift is to bridge the gap between expectation and reality. Numbers tell us how conventional customer service is not enough. Research conducted by Accenture Interactive and Adweek reveals that 80% of brands believe they deliver a superior customer experience, but a mere 8% of their customers agree. With such a massive disconnect between expectation and reality it is inevitable to push CX to levels that match the high-expectations of the customers. To bridge this gap, customer-centricity has to be the locomotive throughout an entire business in ways that most organisations have yet to adopt. Customer experience is now Business of Experience (BX); to put this in simple words what experience you provide your customers is as important, if not more important than the product you sell.
What It Takes to Deliver Exceptional CX Every business must now adopt a new way of thinking and pivot their strategies to enable them to transform into a Business of Experience. Which means, they should be capable of delivering seamless, positive, personalised and user-friendly interactions to each customer. In other words, they need to be customer-obsessed. Customer experience doesn’t only lie with the chief marketing officers and their team. In the Business of Experience model, everyone across the company is responsible to navigate uncharted customer terrain and contribute towards delivering exceptional CX.
Business of Experience Is the Tomorrow of Customer Experience To be prepared for the future, leaders need to reimagine the future of business and push past traditional customer experience strategies. The focus now and in the future is not only what product