There’s no question that the customer experience (CX) has undergone a sudden, dramatic shift in the past few years. Consumers are more online than ever, but this is more than just an acceleration of trends that were already in motion before COVID.
CX, like the rest of daily life,
has become a true blend of the digital and “live” worlds. Customers may even be creating personalized blended experiences every day without even realizing it: Looking up product reviews on their phone while in the aisle of a store or buying items online and picking them up curbside.
Most people channel-switch without thinking these days,
and consumers will only want the process to become more seamless as they return to physical stores. In-person shopping has nearly returned to pre-pandemic levels, while smartphone purchases have undergone a 70 percent increase since 2019 and continue to grow. It seems unlikely that the digital-first generation will ever go back to a purely brick-and-mortar experience.
This is not the only way that customer priorities are beginning to shift. Buyers are more likely to empathize with the employee experience (EX), with the caveat that they expect personalized treatment from businesses in return. Customers email data are much more likely to maintain brand loyalty and spend at a premium if they trust that the company has their best interests at heart.
Identifying (with) Your Customer
Think of your target client right now. Imagine video marketing trends for 2022 that you need their demographics, their priorities and how they are accessing your services. You’ve probably put a lot of time building customer profiles and vietnam data mapping journeys, but have you taken the time recently to consider the new profile of the always-online consumer?
As it turns out,
45 percent of businesses say fewer than half of their CX decisions are made using data, and only a quarter have a “single source of truth” for their customer journey, according to a study by 451 Research. While these may seem like discouraging numbers, the truth is you have the tools to gain insight into your clients at your fingertips.
Every communication with a customer is a chance to learn about their needs and priorities. Each call-center log, email exchange, text, chat and user history is data you can use to tailor your CX and develop the voice of the customer (VoC). Even if many transactions occur in the digital space, your forward-facing employees are experts in consumer pain points. The ability to capture and analyze these interactions allows you to find and narrow down the needs of your customers.
Once you’ve begun to create a data-centric customer profile, it’s time make sure your priorities align with theirs.
Digital, but Make It Personal
Half of all consumers reevaluated their purchasing motivations as a direct result of the pandemic, according to research by Accenture. These evolved customers prioritize personal considerations like brand values and ease of interactions over more traditional motivators like price and quality. They expect companies to understand how their needs reflect the changing times and aren’t afraid to take their business elsewhere if they don’t feel heard.