Empowering Customer Support for Personalized Customer Experience

Delivering tailored and contextual experiences throughout the customer journey is a strategic imperative for business leaders.

Way back in 2017, Microsoft claimed that for 96% of consumers, customer experience drives brand loyalty. With the world undergoing radical changes in the last few years, personalized CX has gained importance and has sealed its position as the critical differentiator across businesses.

CX now drives over 66% of customer loyalty, more than price and brand combined, according to Gartner. Thanks to Amazon, customers today take personalized CX for granted, and some even consider it a “hygiene factor.” Studies show that 80% of customers prefer to buy from brands that offer personalized experiences.

As business growth is defined by innovative CX strategies, delivering tailored and contextual experiences throughout the customer journey is a strategic imperative for business leaders. However, recent Gartner research shows that more than 70% of CX leaders struggle to offer differentiated experiences that increase loyalty and drive up the top line. They are too busy fixing existing customer dissatisfaction issues rather than focusing on developing innovative CX projects.

What Drives Customer Loyalty?

This “first-fix” strategy results in a huge gap between reality and expectations. While 80% of brands are confident that they deliver a superior CX, only 8% of their customers agree. This brings us to the most crucial question — what drives customer loyalty in today’s overcrowded and increasingly competitive marketplace? The answer is — speed, convenience, consistency, but above all, personalization. It’s not about the latest technology or cool designs; it’s more about bridging the gap by locating the sweet spot where technology meets — and complements — the human touch.

Realizing that customers consider certain specific experiences as more memorable than others, business leaders are interested in understanding how personalized CX delivers loyalty. Let’s dig deep into the top CX drivers:

Related Article: 9 Ways to Build Customer Loyalty

Delight Customers Across Channels

Delighting customers across channels begins with a clear understanding of the critical moments in the customer journey that can be used to influence — from creating pre-visit awareness to converting during a visit to strengthening engagement after the visit. This enables CX leaders to arrive at the specific business outcomes and identify satisfaction drivers at each step of the journey. As customers shuttle between channels and demand real-time access, 89% of brands successfully track unique customer interactions across channels to draw a complete picture of customer preferences and behaviors.

Today, CX leaders can take full advantage of the treasure-trove of customer data available and harness predictive analytics to connect with their customers better, anticipate behavioral patterns, spot CX issues, and uncover opportunities in real-time. This enables them to design innovative, personalized and engaging experiences that delight customers momentarily and create a long-lasting impression that drives loyalty and a 5% to 15% revenue increase.

Provide Customers Unhindered and Instant Support

While brands are looking to delight customers, if there is one word that could describe what consumers want from brands, that would be “convenience.” Be it chatbots, interactive voice response (IVR) systems, online communities and forums, or frequently asked questions (FAQ) pages, customers seek real-time, unhindered access to support and value brands that offer 24/7 resolution.  

To meet customer demands for convenience, brands need to optimize their self-service capability and integrate them with all customer touch points, ensuring a seamless CX. This helps customers find assistance quickly and increases their reliability on the brand, adding to brand value. Faster and cost-effective resolution to a problem empowers customers with unparalleled control over purchase decisions, thereby ensuring return visits and repeat sales.

Related Article: Can You Have Your Privacy-Personalization Cake and Eat It, Too?

Minimize Customer Effort With Anticipation and Perception of Customer Ease

With convenience as their guiding star, customers want fast, straightforward and precise answers to their queries when interacting with customer support — be it agent-based or self-service. Interestingly, customer loyalty depends on how well brands can deliver on their fundamental promises and not on over-the-top efforts in attracting customers. CX leaders increasingly realize that delighting customers doesn’t lead to brand loyalty; minimizing the effort they need to solve their problem does. Acting on this insight, brands can improve customer service (65 points higher NPS), increase repurchase rates (94%) and decrease customer churn.

Studies show that 32% of customers intend to stop doing business with a brand of their choice after one bad experience. So, what can brands do? First, reduce the number of repeat calls — the most common cause of customer effort — by anticipating and fixing related downstream issues that cause 22% of all repeat calls. Put the feedback from dissatisfied customers to use — train agents and reps on a forward resolution to anticipate customer problems and practice next-issue avoidance.

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