Wikipedia defines Customer Experience (CX) as the product of interaction between an organization and a customer over the duration of their relationship that includes a customer’s attraction, awareness, discovery, cultivation, advocacy and purchase and use of a service.
Scooping on bizarre travelling experiences giving birth to best biz in town
I reside in Chennai, India and the city has a unique public transport issue. The authorities found it difficult to get the Auto rickshaws (tuk tuk) and Cabs to ply with their meter on. It would begin with a bargain at the point of origin and usually leaving you with an unpleasant ride. Just as I was wondering if there was any solution for this, digital disruption did happen in this space. Ola, an Indian online cab aggregator start-up, targeted the unorganized Taxi market and offered the ability to book cabs from the comfort of homes through a mobile App.
You didn’t have to go to the streets to wave them down, scuffle with them for reasonable rates and finally have an unpleasant ride. Rather you can get them to come home and pick you up and drop you at your preferred destination with a clear breakup of cost. They then continued to launch this service for Autos rickshaws (tuk tuk) bringing about complete disruption to the way things were working but immensely improving Customer Experience.
The customer Experience raced from disgust to delight in no time and the adoption to App based cab / Auto service skyrocketed in my city.
Today’s customers are far more informed than yesteryears customers. Their adoption to technology driven change is far more intense than the previous generation. With this scenario, CX becomes one of the most important elements through the customer journey starting from attraction to advocacy about the product.
Digitization has enabled companies to re-define CX and offer efficient experiences through personalization, context specific solutions, simplified interactions, efficient collaboration and improved channel of reach.
Some of the successful interactions would have the following elements built into their system.
Being present when customers need you
It’s important that you are available at the point of customer’s need. The best way to achieve this is to have one of your digital assets reaching out to your customer knowing they will have a need. Strong social media integration along with a robust analytical layer supported by the right digital channel will help companies reach out beyond the scope of their business and touch base with customers quickly.
Knowing your customers a little too well
One of the important facets of CX is offering personalized experience through context driven data. The integration of data across systems within the organization helps map customer preferences and patterns thereby assisting companies to focus on specific needs of the customer rather than a general message.
Engaging with multi-channel presence
Ability to reach out to customers through multiple channels is one of the primary elements in improving CX. Even more important is the ability to maintain consistency across all the channels to provide seamless experiences.
To Engage, Enable and Empower
The final Mantra for a great CX is Kaizen where organizations must continue to engage and enable customers thereby empowering them to make decisions on their own.
With all said, it is important to have a tailored made digitization plan to delight your customers rather than trying to follow competitors’ foot prints or also adopting to generic approaches to address specific CX initiatives. A discovery phase would enable you in evaluating all your digital assets, discover your own digital framework and finally to prioritize the digitization road-map.
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