Retaining customers has always been a cut-throat business and even more so when cashflow is under pressure. The adage “may the best man win” has never been truer in times of tough business competition where delivering the best customer experience (CX) will be a fundamental differentiator.
By Andrew Hoseck, chief operating officer at In2IT
Technology plays a major role in providing customer service excellence, however, many businesses are still lagging when it comes to realising its full potential. This, in part, is due to the very nature of their business which, in the pre-Covid-19 world, was based on traditional means of interaction with basic technology enablement.
But times have changed and businesses in most industries will have to adapt. Importantly, technology’s status has moved from a ‘nice-to-have’ to a business imperative that plays a key role in migrating users, whether it’s a small hair salon or a large organisation, to a competitive digital strategy.
Similarly, businesses will have to ensure that basic technology such as connectivity is in place; a fast and stable Internet connection now forms an important part of our livelihoods and enables daily business interaction, irrespective of industry.
Enhancing the CX
Apart from the above, how does technology improve the CX? With the shift to online transacting, people’s shopping behaviours have undoubtedly changed.
For example, stopping for bread and milk en route has moved to buying all the essential home goods online and having it delivered with all the social distancing and health protocols in place.
Here, excellent CX is a major differentiator as there are so many online services to choose from and customers are truly spoilt for choice.
A good place to start is understanding that your competition has probably doubled if not tripled, and you need to up your game to stay top-of-mind. All takes is a small misstep for a customer to move on to the next supplier,
Your technology backbone must therefore be customer centric and ensure that your service delivery remains consistent. For example, when customers order products online, it’s important that they get the requisite confirmation detail via e-mail or SMS. It might seem like a small thing but if not properly executed, can severely harm the CX and diminish business retention.
Real-life benefits
Technology undoubtedly enhances the CX and those businesses that already have infrastructure in place are reaping the returns. The British Museum, for example, now
provides virtual tours of its facilities and continues to draw and engage people, therefore, retaining business and creating ongoing awareness of its many attractions.
The virtual tour option was already in place before the pandemic struck and the museum could start utilising this important platform while gradually moving towards reopening its doors to the general public.
The increased reliance on technology has also meant that various industries now require different solutions with tailored focus areas. Restaurants and salons that rely heavily on personal interaction need to have the proper tracking and tracing systems in place to ensure they meet health protocols and regulations.
There are a number of technology options available that ensure the services industry can safely control their customer interaction. It might be as simple as an app running on a tablet, providing a number of pertinent health questions which customers need to complete before entering the premises.
Also, location-based apps can provide real-time information on how busy your store is and ensure that people don’t have to wait outside in queues before gaining entry. Now, customers can plan their visits at a time when the store is not too busy, and then safely browse and purchase goods or have a meal.
Ultimately, technology will become a valuable CX partner in these unprecedented times. When business does return to some form of normalcy, it will continue to provide valuable returns and importantly, continue to improve customer service delivery.