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The role of advanced technology in the modern customer experience


While customer experience (CX) will always require a human touch, there is something to be said for technology and its role in customer satisfaction and engagement. And if you look at the current business tools landscape, you’ll see that there’s never been a better time to focus on modern customer experience.

What is Customer Experience?

Customer experience can sound like a buzzword or a fancy term that Silicon Valley startups stick in PowerPoint presentations when they raise a new funding round. Yet it’s a tangible concept that has a real impact on your business (for better or for worse).

According to HubSpot, “Customer experience is the impression your customers have of your brand as a whole across all aspects of the buyer’s journey. This translates into their view of your brand and impacts your bottom line factors, including revenue. »

The modern customer experience is particularly important when considering the sheer volume of options the average customer has to choose from. With so many similar services and products being sold by competitors, you need something that sets you apart. A positive customer experience can help you do that. Similarly, the ongoing customer experience has an impact on loyalty, repeat purchases, customer lifetime value, etc.

The customer experience is created and influenced by two primary touchpoints within your organization: your people and your some products. If you want to improve the customer experience, start by thinking about (1) how you can improve the way your employees interact with and serve your customers, and (2) the quality, usefulness and perceived value of your products by the customer. .

Explore high-tech approaches to customer experience

If you want to improve the customer experience and grow your business, you need to reduce friction. And the best way to reduce friction is to streamline your approach using technology and innovation.

Here are several technologies and approaches that successful businesses (and you, too) rely on.

1. Computer support software

If you’re still using a basic ticket system to manage support tickets and IT requests, you’re playing behind. Not only are your customers extremely frustrated with slow and poor service, but your employees are drowning behind the scenes.

IT help desk software reduces end-user confusion, streamlines problem resolution, and quickly resolves pesky tickets. Some features of computer help desk software may include the following.

  • Assign individual tickets to specific team members based on skills, certifications, experience, and availability. This guarantees customers the best (and fastest) support for their custom needs.
  • Automatically and intelligently triage support tickets so that simple fixes can be automatically resolved without requiring manual input from a team member.
  • Receive notifications and reminders about pending support tickets so no customer request stays open too long.

Most advanced help desk software is cloud-based, increasing your team’s flexibility and allowing you to provide customer support from anywhere (no location or device dependency).

It’s also fully scalable, so you can continue to provide great support even as your customer base and support ticket volume grows.

2. AI and ML chatbots

People want as many different customer service options and channels as possible. And they expect someone to be available to help them, no matter the time or the day. From a business perspective, this creates a lot of pressure and expectations. Fortunately, technology comes to the rescue again. This time it’s in the form of artificial intelligence (AI) and machine learning (ML) chatbots.

AI and ML chatbots are basically online chat technology with smart algorithms. Companies program them to understand and interpret customer questions. They can provide answers, suggest solutions and/or triage customer support requests. Employees can then send tickets to the right support person.

While some companies choose to develop their own chatbots, you can also take advantage of existing platforms.

3. 24/7 social monitoring

You can’t afford to point. While 9 to 5 may be standard working hours, companies with high modern CX scores are in tune with what’s happening with their customers 24/7/365…and you should be, too.

While 24/7 monitoring is important, you don’t need to physically park yourself (or employees) in front of a computer or phone 24 hours a day. monitoring software, you can listen to what’s going on and gather information about what people are saying on social media. You can also track, analyze and respond to email and chat requests.

Some of the best 24/7 monitoring platforms on the market include Zendesk, Hubspot, LiveAgent, and Hootsuite.

4. Virtual and augmented reality

While they may not be as common as some of the other technologies listed in this article, don’t underestimate the rise of augmented reality (AR) and virtual reality (VR). We live in a virtual world where much of the buying process takes place remotely. That’s why big brands are always looking for ways to increase customer engagement and improve the shopping experience. AR and VR are game changers in this regard.

Amazon, which is still at the forefront of modern CX, is a great example of this. Their new AR View technology allows shoppers to view items in their home before purchasing.

Amazon’s technology allows potential customers to view products in the context of their own home before they make a purchase. They can make their purchases based on the product’s appearance and suitability with their current environment, color palette, and more. They no longer need to move furniture once something happens only to find out that it doesn’t quite work the way they thought it would. Instead, they use a smartphone to build trust before purchase.

In addition to being interesting and unique, this “seen in your room” technology has the distinct purpose of reducing the friction that shoppers often experience when they don’t know what a product will look like in their home and/or if it will fit. . space. Customers who use this augmented reality technology end up being more satisfied with their final purchases and are less likely to return the products they purchased.

Measure customer experience

If you’re committing to strategically improving your CX, you want to make sure you’re measuring it. (It’s the only way to track progress and know if you’re getting the results you’re looking for.) Again, there are several ways to do this, including the following.

  • Start tracking your Customer Satisfaction Score (CSAT). It is basically a measure of how happy your customers are with your products and services.
    • To calculate a CSAT score, you simply send customers a one-question survey after a purchase or support interaction that asks: “Are you satisfied with [company/product]? »
    • Typically, you ask customers to rate their satisfaction on a scale of 1 to 10 (10 being the most positive).
    • Over time, you can track your CSAT score and see how it goes up or down. This will give you context on how customers are feeling.
  • It is natural to have some churn. However, tracking customer churn rates will help you understand when and why customers are leaving.
    • Dig into and analyze the data. Determine the reasons for attrition and the actions you can take to reduce future attrition.
  • Engage with customers and proactively collect feedback. If possible, meet with customers in person or have extended open discussions over the phone or videoconference.
    • This allows you to measure both experience and sentiment. (You can tell a lot by tone of voice, inflection, choice of words, etc.)

Add all

Customer experience is more than a buzzword. It’s a tangible measure of how customers feel about your brand and its products.

By prioritizing the modern customer experience with the right high-tech investments, you can improve your bottom line and experience success.

Featured Image: CottonBro; Pexels.com. Thanks!

Deanna Ritchie

Editor-in-chief at ReadWrite

Deanna is the editor of ReadWrite. Previously, she worked as an editor for Startup Grind and has over 20 years of experience in content management and development.

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