Customer loyalty has become more important than ever in an increasingly competitive business environment. Brands that want to leave a memorable impact on their potential customers would need to think ahead of the curve and place the customer first. Leading organisations around the world have been attaching importance to customer touchpoints for a while now. Such touchpoints signify any vital moments when customers interact with the business in any way. The big focus for brands should rightly be in making a customer’s end-to-end journey smooth and impactful.
But even as some of the biggest businesses in the world try to get their operations integrated for a better customer end-to-end experience, there are some key questions every brand would need to answer to really understand how to put the customer in the centre. Here are three vital tips for any organisation keen on improving their customer experience.
Think about the whole customer journey, instead of individual touchpoints.
Internet has made it easy for anyone to find information on any product or service they are interested in. Understanding customer journey from the very first interaction, all the way through to the final purchase, is very important for businesses. Such journeys can be complex since there are now multiple online media to find out information about businesses. It is important to monitor different customer touchpoints across all business functions – operations, sales, marketing and so on.
Understand User Behaviour.
Businesses that are tracking different customer interactions would need to gather a lot of analytics data. Such data can be helpful in understanding user behaviour. Gone are the days when we assumed user traits by looking at demographics. It is possible today to access much more granular evidence of online user behaviour and build an integrated marketing plan around it to ensure that customers always receive personalised experiences.
Put Together Cross-Functional Teams.
To be able to make an integrated, customer-first plan a success, every business function requires working together to allow seamless knowledge transfer. It is, therefore, important to identify talent gaps and hire people who would work efficiently in a cross-functional environment and help provide an omnichannel user experience to the target audience.
