Can Blockchain Reinvent CX? Laying The Foundation for Elevated Customer Loyalty


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Customer experience (CX) is not just a buzzword but an integral part of business success. 85% of buyers are willing to pay more for a better customer experience, according to a PWC report, making it a prime focus area for businesses.

One innovative technology that has the potential to revolutionize CX and customer loyalty is blockchain. Often associated with cryptocurrencies like Bitcoin, blockchain’s applications go far beyond that, transforming industries by introducing transparency, security, and efficiency.

The Blockchain-Driven CX Advantage

Blockchain technology allows transactions to be recorded in a decentralized, immutable ledger, providing unprecedented transparency. By 2023, blockchain technology could reduce IT costs by 30%, as per a Gartner study, allowing businesses to invest more in improving CX.

But where does the customer fit into this?

Imagine you’ve just made a significant purchase, say, a limited-edition collectible. You’ve found it on a secondary market and, naturally, you’re skeptical about its authenticity. However, thanks to blockchain, you can trace the product’s journey right back to its creation, verifying its authenticity and assuaging your concerns.

This kind of trust-building exercise is how blockchain can enhance CX. By providing a “trust layer,” blockchain can increase customer loyalty – a crucial business element, given that a 5% increase in customer retention can lead to a 25%-95% increase in profits, according to a report by Bain & Company.

Implementing Blockchain in CX: A Practical Approach

Implementing blockchain in your CX strategy can seem as complex as a ‘hammer candlestick‘ pattern in a crypto trading chart. However, like decoding this pattern, successful implementation involves understanding the basics and taking a step-by-step approach.

Firstly, identify where blockchain can be used in your customer journey. Consider areas like product authenticity verification, secure transactions, or loyalty programs.

Secondly, ensure your team has the necessary blockchain literacy. If not, consider investing in training or partnering with blockchain experts.

Finally, implement a pilot program to test the waters. This could be a small-scale application of blockchain to a specific area of your business, like a blockchain-powered loyalty program.

Blockchain in Action: Real-World Examples and Impacts

Blockchain is not just a theoretical concept but a practical tool that has been adopted by various industries. Walmart, for instance, uses blockchain to ensure the traceability of its products, enhancing customer confidence. De Beers, the diamond giant, uses blockchain to verify the ethical sourcing of diamonds, a move that has reportedly increased customer trust by 70%.

Moreover, blockchain has already started influencing customer loyalty programs. American Express, for example, uses blockchain to provide a more personalized rewards program, driving up customer engagement by 30%.

The Future of Blockchain in CX

As blockchain continues to disrupt various industries, its potential to transform CX is becoming increasingly apparent. With 80% of the tech-savvy millennials likely to use crypto, according to a Statista survey, businesses need to consider the potential of blockchain to cater to this rapidly growing demographic.

By implementing blockchain, businesses are not just enhancing CX, they’re building trust and establishing a relationship with customers that would inevitably lead to enhanced loyalty. The future of CX lies in this marriage of cutting-edge technology and old-fashioned trust-building. To thrive in this era, businesses need to be quick in recognizing and capitalizing on the revolutionary potential of blockchain technology.

Philip Piletic
I have several years of experience in marketing and startups, and regularly contribute to a number of online platforms related to technology, marketing and small business. I closely follow how Big Data, Internet of Things, Cloud and other rising technologies grew to shape our everyday lives. Currently working as managing editor for a UK tech site.


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