CUSTOMERS IN THE NEW NORMAL ARE YOU PROVIDING A MEANINGFUL CUSTOMER EXPERIENCE? ASK YOURSELF THESE 5 QUESTIONS
BY PATRICK KEHOE
ver the past 18 months, COVID-19 has impacted almost everything we do, from avoiding in-person banking and shopping in retail stores to conducting meetings through Zoom and Teams to doing more transactions electronically. For many organizations, these changes have meant a necessary adoption of mobile and digital interactions with customers, whether related to problem resolution or service changes, onboarding activities or just general customer communications. In the shadow of what we hope is a fading pandemic, one thing we can be sure of — lots of what we do will not return to the way we did things in the past. Consumers have become comfortable doing things digitally that they would never have considered before.
Which means for those of us in customer communications management, the best thing we can do now is to look at how we are communicating with customers and consider how to provide a truly meaningful customer experience across this increasingly digital world. Here are five questions to ask that will get you started: 1. Should you kick personalization up a notch — or two? As document professionals, I don’t have to tell you the benefits of personalization. An interesting study of banking customers by Accenture from December 2020 found that going digital led to a weakened personal and emotional connection with customers. This, in turn, can lead to the commoditization of the services, decreased customer loyalty and increased competition based on price. Certainly, companies that have implemented even
the simplest personalization initiatives have found that doing so can reduce customer churn and deliver stronger connections. With today’s customer expectations around personalization, it is necessary to go beyond using a customer’s name or simply recognizing what they have purchased and on to the next step toward hyper-personalization. This advanced form of one-to-one communication involves leveraging real-time data to create a richer customer experience by using intelligent approaches to authoring and curating relevant content (text, images, offers) to communicate with each customer based on a total view of the relationship. In order to maintain close customer connections and the loyalty that goes along with that, show your customers that you know them and deliver content that is
DOCUMENT Strategy Fall 2021