Did you catch the CRMXchange Virtual Conference this week? Nine sessions were jam-packed with insightful ways to put your customers first (in the good times and the bad) and ultimately shape a better experience.
Even if you missed Dan Gordon’s presentation on Building the Customer Experience Blueprint or the rapid-fire panel discussion that concluded the conference, we won’t leave you hanging. You can check out the recording, and here are 5 quick takeaways for a better multi-channel customer experience:
- Create connectivity and context: Cut down on the work (and rework) you make customers do. How? Limit transfers between channels and repetition of information. The resources it takes on the front-end are well worth it in customer loyalty.
- Find balance in BI: Data is essential understanding what communication channels customers prefer and why. The more you know, the better you can anticipate needs and improve the customer journey. Look at the data that resides within your business already. You may not need more metrics, so much as alternative ways of using it. Determine correlations between data-points to make the most of what your customers are telling you.
- Implement incrementally: A multi-channel customer experience is only successful if you tackle every channel well. Don’t try to take them all on at once, nor in the same ways. Map the ideal customer journey and identify priorities. Start small. Do things right the first time, and build upon them.
- Turn tension into retention: It costs more to acquire a new customer than to keep the ones you have happy. By thinking from the outside-in, you can explore points of tension to fix them before they put a customer relationship at risk. Be proactive. Be consistent. Continuously improve. Exceed expectations. Focus on the business process.
- Let the Web lead the way: People want to self-serve, but they are easily overwhelmed by too many options. Conveniently, most look online before taking action, so clear verbiage on your home page may be all it takes to guide users to the right place(s) for them. Make sure that your online experience is seamlessly integrated with your other channels.