Como transformar a experiência do cliente na era digital e por que criar um mecanismo de ação e insights do cliente é tão importante para tal?

In a highly digital and competitive era, where the consumers are increasingly multi connected and with even higher expectations, the Customer Experience (CX) plays an important role in the success or failure of a company.

Because of that, in addition to the service, it is essential that leaders – especially the ones that wish to become a reference in CX – understand the importance of transforming the customer experience through actions and insights that engage the consumer with the brand, satisfy them and increase their revenues.

But what does it mean to transform the customer experience and how to do that in the digital era?

Defining the concept of customer experience

Before we go deeply into how to transform the customer experience, it is fundamental to make clear what is, in fact, this experience.

The CX is about everything related to a business that affects the perception and feelings of a customer. This includes not only the customer service but also the purchasing experience, marketing efforts, Ads, social actions and so on.

The more this experience is working well and is positive for the customer, the more they will be satisfied and the greater are the chances of your business to prosper.

However, it is worth reminding that every business at some point will have to face a transformation process in the customer’s experiences. And, although transforming this experience is complicated and challenging, as it involves all aspects of the business, this is increasingly essential to meet the needs of increasingly digital and demanding consumers.

How to transform the digital consumer’s experience?

Transforming the CX is not a one-time effort. It is fundamental that companies invest in continuous improvements and make adjusts to adapt themselves to constantly changing expectations and market conditions.

According to experts from Mckinsey, there are three factors that should be in practice so that the transformation of the customer experience is well-done:

  •         Customer-centric purchases;
  •         Redesign and digitization of the customer journey;
  •         Customers feedbacks;

According to these professionals, a transformation of the customer experience that properly incorporates these factors can increase customer satisfaction by 20% to 30%, deliver economic gains ranging from 20% to 50% of the costs associated with transforming the customer journey and increase employee’s satisfaction by 10% to 20%.

CX: Guidelines for companies to transform the customer experience in the digital era

1. Make sure that the whole company is involved in the CX transformation process

So that the transformation of the customer experience is well performed, it is fundamental that all sectors of the company are involved.

Adapting a company to the digital is not a cheap process and requires investments. This means that decision makers that control the company’s resources should be compromised with the process. Without them, the process of transforming the CX will fail before it even starts. 

Soon, it takes more than just executive leadership to support the process; team’s leaders and call center agents should also be compromised. In this context, it is worth remembering that transformation is synonymous with change, so whether you’re working in a call center or directing marketing efforts, feeling comfortable doing things differently comes with territory. Remember, customer’s expectations are always evolving, so “this is how we’ve always done it” will not go unnoticed.

Continuous evolution, investing in CX-focused tools, training employees and optimizing processes is the secret to be one step ahead of concurrency. If this is not incorporated into the way the company does business, the service transformation is likely to stall.

2. Redesign and digitization of the customer journey

The next step to be followed consists in redesigning the CX through a collaboration between what customers are asking for and what employees know about the customer journey.

According to professionals on the field, there are some elements that can help in the customer experience transformation process:

  •         Marketing must set realistic expectations for the product or service;
  •         The product must be designed to be intuitive and logical;
  •         Offer robust options of self-service (customers enjoy to solve problems on their own);
  •         Don’t wait for customers to get in touch with you about a problem – Have initiative;
  •         Be honest and clear in the pricing of your products;
  •         Look to offer a quick service that transmits trust to your customer;

3. Invest in CX-focused digital tools and customer’s support

In addition to the items above, it is necessary to examine all points where the customers interact with your brand.

The customers usually leave items in shopping carts? Is the devolution process easy and fast? Does your site load quickly and have an intuitive design for easy navigation? Your employees and customers have to evaluate their best experiences and their expectations for the customer experience with your organization.

In face of this context, the next step is investing in digital solutions that will provide support to all of your best customer experience initiatives. This means robust customer service management tools, intuitive applications, digital payment integrations and all that you need to give support to this customer experience transformation. Besides that, employees that were used to following a process or protocol to provide a customer experience now need to re-skill themselves to deliver the new digital experience.

4. Create a customer action and insights engine mechanism

Collecting customers’ feedback will only be useful if your company is really using it to make optimizations.

The company needs to have a customer’s view and an action mechanism, a process that will guarantee that the customer’s feedback is incorporated into the operations and action plans.

You can start by identifying all touchpoints in your ideal customer journey and creating metrics and analyzing KPIs to measure your company’s performance. You can also use automated data – such as completed and abandoned sales processes – and customer’s feedback data, such as asking consumers what their best and worst moments were in the customer experience.

At the same time, you can also use natural language processing tools with all customer’s interfaces to identify how the customers are responding to their experiences and adjust and improve your continuous efforts, which should improve the experiences of your employees and customers. If you wish to have measurable results in terms of customer’s retention and revenue gains, you need to measure what’s working and what’s not.

5. Invest in satisfaction surveys and A/B tests

In addition to customer’s experience software that integrates all relevant information and offers a quick access to information, understanding the opinion of active customers is fundamental to transform the CX.

Because of that, invest in surveys that can measure customer’s satisfaction, talk with active users in community groups and measure metrics as customer efforts score (CES).

It is also worthy remembering that the transformation of the customer experience also requires wide A/B tests to guarantee that your changes really resonate with customers. Make sure that you are listening to what your employees are telling you: customer service agents, sellers, marketing professionals, any person that interacts with customers.

The most important, however, is adopting an agile mentality. The change is a constant in business, and the customer experience is no different. Get the data, ask questions and don’t be afraid to change. Your customers will thank you.

DNK is number one in solutions focused in CX and customer support for call centers and contact centers

Aligned with the market trends and needs, DNK offers the best solutions for Call Center and Contact Center, being specialized in the development of high-performance products, solutions and services for companies in the area.

The use of last generation technologies together with a team of experienced professionals, took DNK to constantly innovate to transform the experience of customers and partners with their consumers.

 DNK cherishes excellence in customer service, providing their partners with tools and platforms with innovative and customizable functions in order to guarantee a satisfactory and unforgettable Customer Experience.

 DNK’s solutions are smart and provide performance reports in real-time, which helps leaders and operators to analyze KPIs and identify possible optimizations in customer service.

Besides that, DNK constantly conducts satisfaction surveys to increasingly improve its service, based on the opinion of its customers.

With DNK’s products and services, customer service is made through an integrated omnichannel platform, which connects all service channels (WhatsApp, voice, web, chat, among others) with fast customer’s data and information recovery, in order to provide a complete and satisfactory management of customer journey with differentiated results, maximum security and in compliance with the standards required by the LGPD.

The company is recognized by the market and awarded by its solutions and successful cases. Winner of the “Best Self-service Solution” category in the XXI Modern Customer Award and champion of the silver trophy at the 2020 Cliente SA Award, in the “Leader in Innovation Strategy” category, in partnership with a customer, DNK understands that a well-served consumer is the secret to successful service.

Partnership between DNK and Surfly brings to Brazil innovative solutions to transform the digital consumer experience in the financial sector

Understanding the need to innovate and transform the consumer experience to the digital era, dominated by online transactions, DNK and Surfly join efforts and bring to the Brazilian market co-browsing solutions, totally personalized according to the needs of each customer, like banks and insurers.

Founded in 2012, Surfly is a Dutch technology and security company focused on the financial sector. Thanks to its advanced technology of proxy and co-browsing, all customer data flows through highly secure servers based on SHA-256 SSL encryptions. Besides that, no session data is stored, preserving the confidentiality of information.

The technology, brought in partnership with DNK, allows banks and credit unions to transform the digital experience of its customers through collaborative navigation without the need of altering the original application installing additional software.

Since the solution allows the agents to navigate in the same screen as its customers and provide real-time support, it has already helped several financial industry clients improve their call center solutions and improve their overall CSAT and NPS scores, as well as their first-call resolution rates.

Unlike other co-browsing solution providers, the solution offered in partnership with DNK has easy integration, is complete and adapts to any third-party content out of the box. 

Leave reply:

Your email address will not be published. Required fields are marked *