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Celebrate CX Day by keeping the customer at the center of your business

Happy CX Day!

Customer experience (CX) has taken on a whole new meaning this year as all of our routines and buying behaviors have been impacted by the global pandemic. We’re in uncharted territory, and businesses of all kinds are adjusting their processes—including investing in digital channels to meet consumer demands. Organizations that meet customers where they are successfully will ensure they come through the pandemic with higher revenues and greater brand loyalty.

This CX Day, here are three ways to keep your customers at the heart of your business.

1. Make it personal by leveraging data

Customers have embraced personalized experiences thanks to the suggestion mechanisms pioneered by Amazon and Netflix. A survey from 2019 revealed that 63% of consumers now expect personalization as a standard of service and believe they are recognized as an individual when sent special offers. Customers want to be treated like a person, not a number.

Capturing web and mobile app usage data is an important part of personalization for digital channels. And customers understand the benefits that can come from it. In fact, in research we conducted with Ernst & Young, Outlook 2020: Privacy and Trust in a Digital World, we found that 54% of customers see personal benefit in or hold a neutral view of having their online and mobile activity captured. Plus, 80% of customers are willing to share personal data to obtain tailored offers, promotions and special deals, easier purchases and more efficient digital experiences.

Leveraging digital experience analytics tools can help you base offers and remarketing campaigns on individual behaviors—rather than generic segmentation. The right tool can leverage real-time experiences to tailor digital journeys and proactively trigger personalized offers and content to boost engagement and conversions.

2. Ease customers’ struggles for better digital journeys

Technical functionality is something your users don’t notice—until there’s a problem. And bumps in the digital journey can be costly for your business. In fact, 83% of shoppers say a responsive digital experience is important to brand loyalty, 39% say it’s crucial. Customers will abandon a digital purchase if there’s slow loading time (29%) or a technical glitch (20%).

Looking into both the client-side and server-side data can help you see what your customers are seeing as well as what’s going on beneath the surface that might be causing friction. If API calls or AJAX requests fail, customers can experience dead links or unexpected functionality that cause them to abandon their purchase. Finding and fixing these errors can smooth out the digital journey for better conversion and brand loyalty.

3. Empower your employees to better serve your customers

The growth in self-service channels has reduced the volume of simple requests (like password resets or checking a balance) coming into call centers, but contact center agents are still an important part of CX. The second something goes wrong on your website or mobile app, your customers want to talk to a human, stat.

However, 60% of agents agree that their companies don’t provide them with the right technology to address customer challenges. Agents don’t have access to the right information about their customers to effectively resolve inquiries, even though customers expect agents to have access to a full history of their past purchases and interactions—regardless of channel.

Improve your employee experience by empowering them with data—and boost the customer experience in turn. By giving your contact center staff access to session replays on digital channels, you allow them to see exactly what the customer is experiencing on your website or mobile app, helping them to resolve customer issues more efficiently and effectively.

While today is CX Day, CX shouldn’t be something we celebrate just one day out of the year. By putting these ideas into action, you can put the customer experience at the center of your business and reap the benefits.

Want more on optimizing digital journeys? Check out our guide, Digital Customer Journey Mapping in Today’s World.