Seeing the future in customer service
To find the right answers to CX you must ask the right questions
In an increasingly competitive and crowded marketplace – one that has evolved rapidly during the pandemic – customer experience (CX) is the defi ning factor in the success of a business. But fi nding the right set of solutions to deliver market- leading CX is no simple task. We talk to Suvish Viswanathan, head of marketing for UK & Europe at Zoho, about the key factors enterprises must take into account when choosing their path to excellence in CX.
ith competition intensifying, global uncertainty rising and engaging with customers changing rapidly – not least because of the pandemic – how businesses treat their customers well is more important than ever. Today, however, success depends on much more than investing in the latest CRM technology. CRM is part of the mix, clearly, but CX depends on the ability of an organisation to adapt as its products and services evolve, as customer preferences change, and as markets shift. Rather, it involves the whole organisation – not just customer services or marketing.
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Technology is certainly the backbone of a successful CX strategy. Gartner notes that shifting consumer trends in 2020 led to a ‘customer experience revolution’ – and in a recent survey it found that 68% of the CX projects in 2021 involve technology, up from 49% in 2017.
For this reason, the need to choose the right set of solutions, and the right model for implementation, cannot be overstated. The biggest challenge is that market-leading CX requires input from multiple teams – sales, customer service, marketing and many more – all of which need to work from a unified view of each customer, a single source of truth.
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Finance Director Europe /
www.ns-businesshub.com
issaro prakalung/
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