Chief Customer Experience Officers face an ever-evolving environment as today’s customers continue to expect instant responses and favorable resolutions from their favorite brands. As organizations continue to align themselves around customer experience (CX), the rising demand for flawless customer service is not without its challenges.
Consero’s recent 2017 Customer Experience Report found that improving overall customer service is a top focus area for 75% of CX executives, indicating that organizations recognize that customer-facing strategies must be proactive rather than reactive. So, what keeps CX executives up at night as they work to keep their organizations top-of-mind for consumers? Here are three top priorities of the customer experience department, as revealed by findings from Consero’s report.
1. Making Sense of Metrics
As executive teams continue to increase their reliance upon data for decision making, a struggle still remains around extracting actionable insights from CX metrics. A majority of customer experience officers reported that they were unable to accurately link CX metrics to financial outcomes. In fact, only 15% had accurate means to measure ROI on social media activities. By neglecting to make sense of metrics, CX professionals are at risk of missing out on valuable data-driven insights. Those who have overcome this challenge have the ability to identify gaps in strategy, adjust their tactics, and most importantly identify which departmental efforts are most effective.
2. Updating Technology Infrastructure for Today and Tomorrow
As consumers become more technology savvy, companies must adjust messaging platforms continually and harness new customer-facing technologies. Survey results revealed that 15% of companies have implemented mobile-first strategy, with messaging tailored first and foremost to mobile devices. As more companies work to tap into younger audiences, we can expect this number to rise in coming years.
Likewise, Artificial Intelligence has seen rapid growth with nearly half of respondents considering implementations of cognitive AI tools within their CX departments. Tools like chat bots and Intelligent Assistants continue to see growth as they prove their ability to create positive customer outcomes. While these technologies are still evolving rapidly, they are poised to become much more than just support tools. Being equipped to serve customers anytime, anywhere, and on any device will likely be a focus area for CX executives as they look to prevent their organization’s from lagging behind.
3. The Opportunity of Loyalty Marketing
These days, loyalty marketing isn’t just about earning a free coffee each month. Today’s customers believe they are entitled to being rewarded for the loyalty they offer to today’s brands. While only 30% of companies have loyalty marketing programs in place, loyalty marketing continues to provide a platform to not only drive a competitive advantage, but also build brand equity. While loyalty marketing is most often associated with brick-and-mortar retail, it’s important that other verticals don’t ignore this tool. With retention of long-term customers typically more profitable than new clients—both in acquisition costs and spend—it’s important that CX executives continue to nurture their current customers.
By keeping these 3 priorities in mind, CX executives can take a proactive approach to rapidly changing customer expectations. In doing so, they can continue to foster a culture of customer excellence today, tomorrow, and far into the future.
The 3 you’ve cited are important, but what about the CCEO’s ability to build customer commitment and value delivery focus among employees, particularly those who are front line? Feels like that is not only an opportunity, but a core priority for 2017 (and every year).