Strengthening CX: Customer Experience Platforms in the Mid-Market
How can mid-market companies improve customer experience?
Customer experience (CX) has emerged as the ultimate differentiator for any company. When it comes to appealing to end-users, the price and product don’t matter nearly as much as how happy your clients feel when they finish talking to you on the phone or connecting with a sales rep on instant chat.
According to research into digital marketing trends, customer experience is the most exciting opportunity for any modern business, with brands who excel at CX constantly seeing higher satisfaction rates, bigger sales and reduced customer churn. The question is, how does a mid-market company make sure that all its agents are delivering the same exceptional experience on every platform? The easy answer is to find an integrated and efficient customer experience platform.
What is a Customer Experience Platform?
The term “customer experience” is often used to describe the way a customer feels about the brand they work with. If the customer experience you provide is good, then you’ll benefit from happy, loyal clients who are willing to advocate for your business. On the other hand, if your CX suffers, then your buyers will go running to your competitors, leaving your profits in the dirt.
A customer experience platform is a kind of customer relationship management (CRM) strategy or a tool that agents can use to make sure that buyers receive the same unified experience they crave across every touchpoint. So, how do you choose the right platform for your mid-market enterprise?
1. Understand Who Your Customers Are
The easiest way to provide your customers with a great experience is to know exactly what they want from your brand. You can learn this information by implementing customer experience tools that gather important analytics and information about your end-users. The more you interact with your audience, the more you’ll learn about whether they prefer to connect online or over the phone, what their most common questions are, and what they dislike most about dealing with your brand.
For instance, you might find that your customers prefer to serve themselves with the help of chatbots and virtual assistants, instead of calling your contact centre for support.
2. Go Multi-Channel
Getting the most out of customer experience in the modern marketplace isn’t just about asking your customers to rate your agents on a scale of one to five when they’re finished with a call. Today’s clients want to be able to interact with you in a host of different ways, from social media messaging, to instant chat (a good chance to deploy chatbots), SMS, and more.
A truly insightful customer experience platform needs to be able to gather useful data and support customer service representatives on an omnichannel basis. After all, if you can’t offer your customers the kind of service they prefer, then they have no qualms about leaving your service to find an experience they prefer.
3. Capture Data in Real-time
For a mid-market company to determine whether they’re delivering a truly incredible customer experience, they’ll need to listen to their clients. Ideally, the best way to do this is to constantly capture data as often as you can. Many UC solutions come packed with customer experience solutions that allow you to gather useful information about call lengths and record interactions for training purposes. However, if you really want to learn from your users, then you’ll need plenty of qualitative and quantitative data.
Look for a customer experience platform that makes it easier for you to capture feedback with post-interaction surveys delivered through automated tools in calls and email. Some of the latest communication solutions can even implement AI solutions with sentiment analysis to help determine how a customer feels mid-conversation.
Understanding Customer Experience
CX is a vital part of running a successful business but creating a great customer experience isn’t always simple. It requires a unified strategy that allows you to gather data from diverse brand touchpoints. The more you learn about your audience, the more you can train your mid-market teams to deliver the same exceptional experiences wherever you might encounter a client.