The following is a guest blog by Jaime Bailey, Vice President Marketing at Virtual Hold Technology (VHT). For more information on VHT, please visit their website.
Putting the customer first is nothing new, but service excellence is becoming more competitive than ever before. While reducing hold time for incoming calls was once a key differentiator for brands, today the growth of digital channels means every touchpoint between consumer and brand is a make or break opportunity.
A recent McKinsey Quarterly, The CEO guide to customer experience, focuses on the importance of molding customer interactions and providing high-level insight to improve customer interactions. But a good piece of advice needs specifics. So we’re taking an in-depth look at three tips for how a brand can start growing loyalty.
Simplify the move from touchpoints to a journey
According to McKinsey, customer loyalty isn’t created through individual touchpoints, but “the complete, end-to-end experience customers have with a company from their perspective.” We agree. It’s all about the customer journey!
Why? Well many times, touchpoints are the responsibility of a business silo. The focus is on providing the best experience on that channel, without communicating with the other channels.
If a consumer starts on social media and then jumps to a phone, they have to start the interaction from the beginning. After all, when a brand’s channels aren’t connected, the customer’s information doesn’t travel with them. So even when satisfaction with individual touchpoints is high, the overall satisfaction can be quite low. This is because the customer perceives a company as not centered on their interests or concerns.
Knowing key pieces of information about the customer helps transform disparate touchpoints into a connected journey. As outlined in our e-book, Navigating the Customer Journey, the following four questions are central to the transformation.
– How long have they been a customer?
– Through which channels has the customer navigated?
– What are the customers’ previous brand interactions?
– Is there additional contact information to piece a customer identity together?
The move from individual touchpoints to a customer journey is an important one. When responding to each question, including data and customer commentary will enhance your ability to navigate the customer journey seamlessly and effectively. Continue reading