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a smile on their face and the knowledge that the company they are doing business with has their best interests in mind. When a company does this well, customer loyalty is high and the contract renewal is very likely.
It can be challenging, though, to always know how to add value to every interaction. This is where digital CX technology can fill the gap with integrated playbooks, suggested knowledge articles and AI-powered assistants for putting the right information into the hands of sales and service reps at the right time.
2. Get aligned Customer experience is not a result of one interaction with a department or a single individual. Instead, it's formed through a kaleidoscope of experiences with a brand — from initial research to purchase to onboarding to ongoing support. Yet in many organisations, marketing, sales and service teams still work in silos. They don't have the same success metrics or even collaborate regularly. As a result, these departments struggle to align efforts, which is a shame since a unified effort is precisely what's needed to improve the customer experience.
It can be frustrating for a long- term customer to speak with a customer service agent and be treated like it's the very first interaction the brand has ever had with them.
One way to align efforts is to provide agents with access to a consolidated buyer's journey
— one that shows not only the customer's account history but also the most recent interactions, such as which emails have been opened, which links were clicked and which self-serve actions were taken. This holistic view of the customer could provide the context needed to resolve issues quickly and put the full context of the customer experience front and centre.
When a company chooses a CX tech stack, it's imperative to have a fully integrated marketing, sales and customer service solution. The best CX tech stacks come from one vendor, with all of the data and process integration already worked out in advance. Subscription companies can only thrive and grow when they have a single view of the customer for both creating frictionless customer engagements and analysing the end-to-end customer journey.
3. Anticipate your customers' needs To truly serve customers, you need to stay constantly connected to them. Just as a car with GPS knows where the driver has been and where the vehicle is headed next, you need to understand exactly where customers are in their journey with your company. This approach enables organisations to anticipate and fulfil customer needs even before they realise they have them.
When customers call the contact centre, visit your website and open emails, they're providing you with
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valuable insights. Customers are leaving a digital trail everywhere they go, but few companies today are fully connecting these dots to correlate this data and surface insights that could help them pinpoint customer needs.
This is where innovations in time-aware CX can come in. Instead of looking at what stage of the buyer's journey the customer is in right now, there is an opportunity to look holistically at the full scope of experiences: where customers have been, how they've responded and what they need next.
To accomplish this, companies that are building a modern CX tech stack should prioritise time-based analytics and artificial intelligence as part of their solution, to ensure the platform does the work, rather than themselves. Gone are the days when accurately tracking what happened in the past was enough. To succeed in today's hyper-competitive world, companies must leverage advanced analytics in order to stay one step ahead of their customers.
Serving customers in the subscription economy is all about cultivating customers for life. At a time when customer journeys are in upheaval, most of us would gladly trade a one-time spectacular experience for a world of effortless interactions. Companies that support their customers and communities in a real and authentic way will likely see dividends in the post-Covid-19 economy.
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