We’ve all experienced struggle in our day-to-day life as consumers. The struggle can be any number of things, such as adding something to your cart to find it out of stock or receiving product suggestions that have no relevance to you. As I write this, one of the UK’s largest retail bank’s online and mobile systems are unavailable, keeping me from viewing my account and making transfers – very frustrating for such a critical service. All of these examples create friction in the user experience, reducing the perception of a brand and leading to sharing negative experiences with friends, family, or voicing it on social media.
What is Customer Experience?
Customer experience (CX) covers every aspect of a customer’s journey with your brand (first contact to becoming a happy and loyal customer.) It is a holistic perception a customer has for your brand or service irrespective of the engagement channel. It is what drives a customer to keep coming back to your product and ultimately become a brand advocate. Delivering a remarkable customer experience depends on how you, as a brand, interact at every touchpoint, like sending an email after a customer has made a purchase from your store or even the amount of customer rep’s attention while solving a problem; everything matters.
Why does Customer Experience Matter?
With the rise of on-demand and quick delivery/shipping services, customers have come to expect and demand more. They want things faster, such as having items delivered within 24-48 hours. This raises customer expectations everywhere and ultimately increases the chances of frustration when it doesn’t happen. This is reflected in market research.
79% of digital experience professionals rate the customer experience they provide as very or extremely high priority. Great that these see the importance, but also leaving 21% who don’t! 90% of those same professionals admit that they lack the deep insights into why users are doing the things they do. By the end of 2020, customer experience will overtake price and product as the key brand differentiator. As a brand, this means that if you’re not already focusing on optimizing the customer experience, you may lose customers to competing brands that are making this a priority.
What if you could see those experiences? What if you could understand those who had them and what the business impact was? What if you could capture that person or that audience and proactively resolve the poor experience encountered, improving customer conversion and engagement at the same time? All of this can be achieved by analyzing and having access to your customer insights.
What are Customer Insights?
Customer insights are about analyzing the quantitative and qualitative data gathered from customer feedback and other informational sources to make informed, data-driven business decisions. The goal is to identify behavioral trends to improve the effectiveness of marketing, sales, and any other service initiatives. Everyone does enjoy a personalized experience, and having access to customer insights ensures the product aligns with the customers’ expectations. But you must have the right set of tools to enable this process.
Introducing Unica Discover
With Unica Discover, all of this is achievable and more. By capturing the user experience as it happened and quickly identifying sessions that experience user struggle and diagnose pain points, you can mitigate negative user experience and identify and proactively retarget users through marketing or recovery campaigns.
Through that same data, you have the capability to analyze behaviors, enabling you to improve the user experience, providing visibility into user struggles and their financial impact on the business. All of this gives you the power to visualize the experience and journey your users take, gain insights into how they interact with your site, and identify where the top pain points are. You can then resolve and mitigate those experiences whilst identifying the business impact and opportunities that present themselves.
The insights generated by Unica Discover can be used across your business in different departments to help ensure the experience you provide across channels is a positive one. Marketing can use the data to direct campaigns, analytics, and commerce teams to drive traffic and improve conversion. Call center teams can reduce time to resolution by understanding caller issues more quickly and product teams to identify new revenue opportunities.
As the customer becomes even more empowered, it increases the importance of the customer experience. Customer experience is an area that needs constant nurturing and care, and, with a greater focus on formulating your customer experience strategy, companies will realize a positive impact on customer loyalty, higher retention, decreased churn rate, increased conversion, and increased revenue growth. For more information on how HCL’s Unica Discover can help you gather valuable customer insights, you can watch the related webinar on Unica Live.
Or, visit our webpage at Unica Discover.
Great blog, Simon!