Contact centers are largely Omni channel today, which means that customers can get in touch using not just the phone but also various forms of web and mobile-based applications like email, chat, and social media. Telephony and web infrastructure are major concerns in contact center management, but so is the access to information in delivering excellent customer experience.
Customer experience (CX) is how brands have to differentiate themselves today. It’s what ultimately matters not only for attracting new customers, but also for customer retention. After all, it is far more difficult and expensive to find new customers than retain the ones you already have. While there are several aspects of CX that come down to user experience and customer service skills, today CX is also largely driven by data science.
Customer experience management (CEM) and customer relationship management (CRM) are not one in the same. While both concepts are crucial elements of keeping your customers happy, and have technological solutions for gaining insights on your customers through the power of data, they are different as it pertains to managing your customer and prospect base.
Increasingly, the experience is the product.
The experience a customer has when they unwrap their purchase or get to personalize the music on hold or chuckle at the sheer number of dog puns in a piece of marketing (BarkBox: You lucky dog! We paw-pick the best toys for your pawchus.) is how you reach customers’ hearts and provide the emotionally-charged memories that garner loyalty.
Customer experience, in some ways, is more important than the product itself, leaving organizations scrambling to dream up ways to differentiate and enchant customers.
At our user group last week, Guy Kawasaki, Chief Evangelist at Canva and former Evangelist at Apple, defined enchantment as “the art of changing hearts, minds and actions.” He then proceeded to model, in the wittiest of ways, his top 10 steps to enchantment. Below is the advice he gave.