During this year, the importance of Customer Experience will continue to increase for companies and a large number of them will begin to exploit its potential to achieve customer satisfaction . This is the panorama that we expect to see:
Culture Changes .
Peter Drucker said, “Culture overshadows strategy.” We agree and believe that customer experience is a reflection of an organization’s culture and operational processes.
A culture focused on customer experience requires mastering four essential customer experience competencies:
Leadership with Purpose
Compelling Brand Values
Employee Engagement
Customer Connectivity
We have seen an increase in interest in the topic of culture in the past and we expect that this year more executives will begin their long-term culture change journey.
Expansion of the Effort Metric
Every interaction has three components: Success, Effort, and Excitement. Companies have begun using versions of an “effort” score as a key customer experience metric because it provides a good mechanism for identifying areas for improvement. We expect this trend to intensify and for effort to become a hot topic this year.
Customer Journey Design
Customer journey mapping has become one of the most popular customer macedonia phone number experience tools, as it provides a customer-centric viewpoint. While many of these efforts have focused on mapping out isolated events, we hope that companies will use the teachings of CJM to make more decisions and changes across their organizations. As this happens, we suggest that companies adopt what we call Customer Journey Thinking.
Let the Mobile Continue
Mobile continues to become a more dominant channel of interaction and across an increasingly diverse range of devices. During this year, we expect more companies to go beyond the basic level of creating mobile websites and launching mobile apps. Organizations will rethink their offerings and operational processes based on the assumption that customers and employees are constantly connected.
Discourse Analysis Pilots
When companies start to get comfortable using text analytics and gathering customer feedback from unstructured data , they often focus on the data they get from their most interaction: contact center calls. While technology has limited the use of speech analytics in the past, we believe that will change this year and we expect to see more companies using speech analytics pilots.