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CompTIA: The Urgency of Good Customer Experience Grows

Customer Experience

… they’re making changes to their approach toward client engagement and support — 46% are making minor changes while 19% are making major changes; and about three in 10 are considering doing so.

The types of changes they’re making vary: retraining technical and sales staff on newer kinds of communication tools and techniques (43%); introducing a multidevice approach to serve customers regardless of their point of entry — laptop, mobile device, desktop, kiosk and so on (41%); and redesigning their websites to include emerging technology such as AI, chat bots and video (37%). Other changes are more human resource-intensive such as hiring dedicated customer service reps (33%), or marketing and/or social media professionals (31%).

Go-to-market strategies involving how companies communicate, interact and engage with their customers is vital to CX success, with an omnichannel approach critical. An omnichannel approach offers customers a variety of engagement options from in-store experience to traditional e-commerce to online customization of products and services. It enables purchasing options via chat, video chat, email, social media and other platforms. Communications are transferable across multiple devices, including in the midst of a transaction.

Close to one-third of survey respondents have moved toward an omnichannel approach in the last year. The same number of respondents are taking a hybrid (more traditional but morphing toward omnichannel) approach to customer interactions, while more than one-third of respondents are engaging customers traditionally — or one primary vehicle or method.

Again, it’s the smaller IT firms that continue to stick with the traditional marketing approach.

The saying, “you don’t know what you don’t know” matters when it comes to CX and metrics.

“Metrics, like process formalization, are the only quantifiable way to accurately assess the job your firm is doing with customers,” said the report’s author.

Survey respondents are using a variety of tools and tactics for measuring CX, with the annual customer satisfaction survey topping the list (40%). That’s followed by: retention metrics/renewal rates (38%), engagement time with individual customers (37%), online customer reviews/customer referrals (35%), post-customer support survey results (34%), quarterly business reviews (32%), data analytics applied to each customer (27%), and results of timed response/resolution rates (22%).

“Partners need to put measurement metrics in place, not just a customer satisfaction survey once a year, but also other forms of feedback to make sure what you’re doing resonates with customers,” said April. “Your customers don’t call you to say they’re leaving you. They just leave.”

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