Customer Experience (CX) and its cousin User Experience (UX) are quickly becoming the keys to differentiation in a noisy marketplace. We have arrived at this point after years of demand side focus, which got people excited about a product to generate demand. CX starts with the customer and flows through to the supplier. CX has become the convergence point for many more traditional customer intimacy capabilities that are now being combined and activated through modern digital technologies. Traditional capabilities like Voice of the Customer, Segmentation and User Preference Management are now being utilized in Customer Journey Maps and activated across digital channels. It is now possible to anticipate what clients need, and to craft a customer experience that utilizes their preferences, wants and desires before they are aware of their needs.
Crafting a differentiating customer experience starts with acquiring and understanding data about a target customer. This data leverages first, second and third-party sources that include facts about customers. These facts may be combined with behavior data that provide insight about things like shopping preferences and buying patterns. Machine Learning and Artificial Intelligence are particularly helpful in identifying preferences and creating behavioral segments that may be used in Customer Journey Mapping. The result of these data activities is a dynamic customer profile that influences content delivery and conversations in customer interactions.
Content, offers and promotions are dynamically mapped to customer profiles and then leveraged in channel interactions. This makes it possible to have long-running, highly personal conversations across customer channels and time. For example, a customer may call to discuss their account and by the time a service rep says “hello” she knows that the customer initiated the inquiry via a mobile device after finding out how to do so on the web. Given the client’s CLTV, sentiment, behavior, dynamic segments, promotion history and journey stage, the system may recommend a unique promotion or offer for the customer. This promotion may then be reinforced across every customer touchpoint in every customer interaction channel.
Enable End-to-End Digital Customer Experiences
To enable customer experience and simplify its creation and delivery, a new class of technologies has emerged called the Digital Experience Platform (DXP). These technologies may be used to provide consistent, intelligent customer messaging across digital channels (web, mobile, and social media).
DXPs are often a suite of products that aren’t always integrated into one seamless solution. This is for companies ready for deep digital transformation who are looking to build and personalize CX to drive engagement and create fans.
Creating Brand Fans
CapabilitySource can help you take your CX to the next level and transform the way you work and the way your customers interact with you.
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