Everyone in an organization should have the opportunity to learn about the customer and what is important to them on a regular basis, especially as expectations shift and change. Sadly, this knowledge is often siloed within marketing or customer experience teams.
Fremont, CA: The way businesses approach customer experience (CX) changed quickly at the start of the pandemic, and it is still evolving today. Digital ones have replaced many once-exclusively in-person experiences. As a consequence, digital CX is now and for the foreseeable future the primary focus for businesses.
Leading companies use data and cutting-edge technology to understand customers and create experiences they want and need in order to build for their ever-changing needs. However, providing an exceptional digital experience necessitates more than just data and technology. Let us take a look at the other key components driving today's standout digital customer experiences.
Going Beyond Basic Metrics to Understand Customers
While many businesses associate customer satisfaction with metrics such as net promoter score (NPS) and customer satisfaction ratings, customer understanding extends far beyond these metrics. Many organizations make the mistake of relying too heavily on data and failing to consider the human experience.
Businesses should prioritize empathy by connecting with customers on a regular basis to gain a better understanding of what it's like to be the customer and see the world through their eyes. Looking at NPS each quarter, as many companies do, will not provide teams with a comprehensive understanding of their customers. It is time to supplement these one-dimensional metrics with the customer's perspective so that businesses can see firsthand what the customer experience is like.
Customer Understanding Should Be De-Siloed
Everyone in an organization should have the opportunity to learn about the customer and what is important to them on a regular basis, especially as expectations shift and change. Sadly, this knowledge is often siloed within marketing or customer experience teams. Making customer knowledge, a basic requirement for every single person within the company, results in better CX and a better business overall.
To do so, everyone in the organization should have access to a common understanding of the customer. Customers should also be easily accessible to those creating customer-facing experiences. If an employee is not on the marketing or customer experience teams but wants to understand the customer's point of view, they should be able to do so without having to jump through hoops.