Customer experience (or CX as it’s commonly referred to) is an increasingly important priority for companies of all sizes. Organizations need to deliver highly contextualized experiences — not just simple websites and mobile apps — to reach customers with the right information, in the right way, every time. Business models are shifting and all us are having to adjust and adjust quickly. The last great experience a customer has now becomes their expectation — plus 96% of customers say customer service is important when choosing the brands they’re loyal to. Customers are more and more empowered in transactions as they’re able to do extensive research before buying and can closely compare between one company and their competitors. As organizations focus on providing exceptional CX, they need strong technology backing their process. That’s where a customer experience platform comes in.
What does customer experience software do?
To first understand why customer experience software is beneficial, we need to take a look at what customer experience is and why it matters so much. We know it’s an important factor in solidifying brand loyalty — but what does a solid customer experience actually look like?
It generally refers to the feeling and impression your customers are left with after they leave an interaction with your brand. This is a combination of how easy your website is to navigate, how helpful your customer support services are, how personalized the content it, how customized the experience is, and how much value they gained from your brand, services, or products itself. CX can be assessed with surveys, feedback, and churn rates.
Customer experience platform software is the technology solution an organization will use to observe, measure, handle, and improve the customer journey. These platforms serve as one-stop solutions for making sure that an organization doesn’t lose sight of important customer experience needs and initiatives, and are able to successfully meet their customer experience goals by tracking customer behavior, raising red flags when their activity points to a likely churn or dissatisfaction rate, suggesting personalization tactics to improve their experience, and using analytics to identify challenges in a journey so it can be addressed and conversion rates can increase.
Why does my organization need a customer experience solution?
No matter how strong your customer support team members and solution might be, you’ll still want to see all of your customer’s data in one place in order to make sure their experience is as satisfactory as possible. A solid customer digital experience allows team members to easily access data like a customer’s purchase history, purchase frequency, and feedback, giving you valuable insight into what they enjoyed about working with you, and where you might have room for necessary improvement, along with displaying the data of your customers en masse so you can identify bigger trends and catch issues that might lead to churn. These kinds of capabilities, along with the ability to bring in diverse systems, solutions, and sets of data, is exactly what the recent integrations between HCL Digital Experience (DX) and HCL Unica Discover allow you to do.
Get access to the info you need — and only what you need
An advanced customer experience platform allows role-based user access, so team members are only presented with the data and information that they need to better complete their part of the customer journey. Team members won’t get overwhelmed with too much information, and they’ll be able to leverage the data they do need to help improve CX in their area of expertise.
Advanced platforms will also allow organizations to seamlessly integrate data and insights and use these to address customers’ needs. This is highly recommended (along with role-based access) when choosing a CX or DX solution. If you’re looking for a fully featured platform, consider HCL Digital Experience, with new analytics tools, completely reimagined content creation tools, and the broadest cloud-native support in market.