Today we live in a digital world that is vastly changing every aspect of business. One of the most significant changes is being seen in customer experience management. The business-to-consumer relationship is evolving, requiring businesses to adapt to a more people-centric approach to try and understand what customers’ needs and wants are to better serve these. Self-service platforms are one of the CX technologies that have been developed to assist businesses in improving customer experience and customer experience management. Below we answer the question, why do you need to consider technology to improve your business’s customer experience?
Why Is CX Technology Important?
With a customer-centric approach, businesses need to understand where they are falling short in terms of customer experience and customer experience management. Businesses in a business-to-business (B2B) space and a business-to-customer (B2C) space need to put the customer and what they value first to ensure customer retention, which is a significant goal for many businesses. This has meant that businesses have needed to completely restructure their customer experience management process and look at different CX technologies to do this.
CX technologies empower businesses with tools that enable them to meet customers’ needs and wants and allow customers to get the information they need faster. This not only adds value to the customer but enhances their satisfaction levels. These CX technologies specifically:
- Utilise automation for processes and systems to reduce the time spent on a query
- Provide customers with more control over their purchased services
- Remove frustration when trying to source information or solve queries
- Personalise services, offerings, and products
Benefits of Using CX Technology
With CX technology, businesses can adapt their business models to serve their customers better. For example, customers with excellent service experience will remain loyal. When a customer is loyal, they are less likely to churn. This is especially important to any business’s success and growth as it is widely known that acquiring new customers is more expensive than retaining current ones. In this way, CX technology is utilised to help businesses keep their customers at the centre of everything they do.
It must be noted that technology does not work in a silo, and a human touch is still needed. Customers want to be able to communicate effectively with a business. This requires a balance between digital technology and human interaction. A business needs to connect, engage and interact with its customers through every touchpoint available to continuously check in with customers, their needs and expectations, which will steer the customer’s CX journey and the business’s CX management.
Self-Service Platforms as a Customer Experience Technology
Self-Service platforms have become an essential CX technology used for delivering excellent customer experience. The reason lies in the complete real-time control and access to information that this kind of platform provides. Gone are the days when a customer needs to call a call centre to find the information they require. Customers are now able to directly use this technology to locate the information they need instead of relying on someone else to do it for them. For example, a self-service platform built for the telecommunications industry can empower customers by providing them complete access, visibility and control over elements related to their data usage, spend, connectivity, account information, billings, and more. In this way self-service platforms have become essential for CX management. A Self-Service Platform is not just an avenue for customers to gain assistance, however more importantly, it is a way to cater to their needs and wants while giving them the power to manage them. It puts customers in charge and in control.
From the above, it is clear that you need to consider CX technology to enhance your customer experience management. This technology has many benefits relating to improving customer experience within a business. CX technology can provide businesses with critical insights into customer segments and behaviour. With these insights, businesses can better serve customers’ needs and wants, all whilst improving the customer experience—the knock-on effect is an increase in customer retention and an increase in revenue. For more on CX technology and how it is transforming industries download our whitepaper.
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In my 20+ years’ experience within the information technology and telecommunications industry, I have assisted businesses in successfully delivering and managing various technology solutions and consulting projects to a multitude of organisations spanning across Telecoms, FMCG, Financial Services, Banking, Retail, ICT, Manufacturing, Public Sector and Mining. My strength and passion lies in the mediation of technology and business with a focus on successfully integrating software solutions that assist organisations in delivering on their strategic objectives through improved business insight to ultimately improve business performance. At Adapt IT I am privileged to work with an experienced team that is equally passionate about utilising technology to drive business efficiencies specifically focusing on Mobility.