For years, companies have been promoting the importance of customer experience in improving their performance.These days, entire departments are devoted to CX management, with many having evolved into digital experience management in order to ensure that customers encounter seamless experiences across their preferred digital channels.
Either these organisations have overlooked this detail, which is doubtful when you consider that billions are spent every year on CX initiatives, or they don’t intend for their customers to communicate back. If this is the case, companies are setting themselves up for long-term failure.Statista reports that 80% of consumers are more likely to make a purchase from brands offering personalised experiences.
Many business leaders have therefore invested heavily in modernising their call centres, which has helped to improve customer service. However, in many cases, digital interfaces also need modernising, and companies have to understand that their chat, mobile or web experience no longer merely serves to augment the sales process, but has become the primary sales process.