CX’s “Gold Standard” is more than a digital journey
The Big Digital Shift: Why the New Customer Experience “Gold Standard” Is More Than Just a Digital Journey
Global PwC analysis shows that a third of customers would leave a brand they love after just one bad experience. According to Laura Mullaney, Client Director at BGL. But that means more than just adding technology deployments to your call center — she says the digital experience needs to deliver great journeys and results that keep the customer coming back for more.
The need for a strong digital experience is now an important differentiator for customers. As customer expectations are higher than ever and continue to rise, especially when it comes to personalized and timely support, how a business executes its digital strategy matters.
If customers aren’t impressed with the overall customer experience, it’s easier than ever to simply take their order to another vendor. Companies that prioritize digital transformation are therefore well positioned to create highly engaged and satisfied customers through great experiences.
The stakes are high, so make great experiences your brand differentiator
The digital customer experience can be defined by how a business enables its customers and potential customers to interact with the products and services it offers online. As customers increasingly choose to interact with businesses through websites, mobile apps and chatbots, it is essential that the impact of interactions across all channels is carefully considered, assessing the ease customers’ use of these services and the general perception that customers have of the interactions they have. .
Industry studies certainly confirm the value customers place on both excellent CX and service availability on digital channels:
– According to Avionos B2B Buyer Report90% of buyers would turn to a competitor if a vendor’s digital channels didn’t meet their needs
– Fully engaged customers will donate a 23% higher share of their wallet, Gallup Analysis shows
– Zendesk Search in customer service trends, 70% of organizations see a direct link between customer service and performance, but 54% of consumers believe that organizations always treat it as an afterthought
Forget about channels, think about results
These results reinforce the importance of a strong digital experience across all channels. It has been particularly interesting to observe many companies that have now stopped talking about “digital” or “channels” altogether and have instead moved to simply referring to “customer experience”, implicitly assuming a high degree customer autonomy and easy access to products. and services.
It’s critical that when brands focus on their digital experience, they don’t see it as just adding new digital tools. Rather, it is the result of how customers experience online journeys and how they access live services when and where it matters to them.
The digital experience has dramatically changed the way businesses think about customer engagement, with the need for continued analysis of how online activity and live services combine to deliver an overall customer experience. Ever-changing customer demands mean the digital customer experience must be both innovative and highly adaptable. That’s why it’s more important than ever that any change in design or journey be customer-centric.
Excel across all channels at critical touchpoints
For the customer, the channel is often irrelevant. Whether speaking directly with a company representative or engaging through automated digital channels, customers expect a seamless experience. They expect to receive a consistent experience when and how they engage with a business. This means that the contact center should be an integral part of the overall customer journey and not just remain a traditional, single-channel, phone-based contact center.
The value of the assisted service agent is to optimize the customer experience, bring value to the customer and the business, and create longer-term relationships.
Act now to digitally empower contact center operations
An effective digital transformation for a contact center must incorporate digital technologies that provide customer insights, enable call diversion, maximize personalization and automation. We need to transform the “traditional call center” model into one that can truly be described as the contact center of the future.
Deploy these technologies in a conscious, customer-centric way that simplifies and improves the customer journey, and a great customer experience can become a real differentiator for your business.
Laura Mullaney is Client Director at BGL
BGL Group is a leading digital distributor of insurance and household financial services to over 10 million customers. The Group is organized into two Divisions: Price Comparison and Insurance, Distribution and Outsourcing (IDO).
The Price Comparison Division provides customers with access to a growing range of auto, home and extended insurance products (including life, travel, energy and pet insurance as well as utilities and money products ). comparethemarket.com is one of the leading price comparison sites in the UK and LesFurets.com is a major player in the French market.
IDO offers a range of car, home and life insurance products in partnership with many of the best known brands in UK financial services and through own brands Budget Insurance, Dial directly and Beagle Streetall supported by state-of-the-art contact centers and digital platforms.
For more information on BGL, visit their Website