INSUBCONTINENT EXCLUSIVE:
(CX) is defined as the sum of all the interactions a customer has with a company/organisation over the course of their relationship
touchpoints.Physical touchpoints could include taste, smell and packaging for an FMCG brand, or build quality and product performance for a
car or home electronics brand
Some companies may have their own showrooms, or work through dealerships, so the in-store environment can also come into play.Digital
touchpoints will include websites, apps and online CRM systems; increasingly, they will be delivered via mobile devices and
wants customers to take away from its marketing
But they can also cover how phones are answered or the attitude and training of face-to-face sales people, service engineers, or call centre
staff.A lot of people think CX is purely about Customer Service -- but while Customer Service contributes massively to Customer Experience,
there are a myriad of other elements that contribute to CX
To repeat my first point, CX is the sum of all the interactions someone has with an organisation -- which could include being ignored when
representing it in retail channels, are a key channel for delivering superior Customer Experience
Everyone in an organisation has to be aligned with corporate objectives and on-message
Staff are also a channel for management and directors to get information fed back to them
topicAs Generation Z, the first digital generation, come of age, we are seeing a fundamental shift in attitudes which is impacting business
on so many different levels
they did back in the 20th Century.In the retail industry for example, the average age of a retail assistant is just 22
wealth, and ownership of things, Millennials and Gen Z value experiences and sharing experiences
21st century is the Experience Century and that means that the Customer Experience that an organisation delivers become even more crucial to
Good experiences are shared on social media -- and so are poor ones
relationship with a brandAbsolutely
A recent report from PwC, Experience is Everything, highlighted the fact that CX is now a lead differentiator between companies
Speed, convenience, knowledgeable help and friendly service were mentioned as core to a positive customer experience by close to 80% of
consumers.Of the 15,000 consumers surveyed in 12 different countries around the world, 60% would stop doing business with a company due to
One in three (32%) say they would walk away from a brand they love after just one bad experience.What was really interesting from the report
was that even in a digital world, consumers still want a human element
with an organisationMany consumers (but not all) may want to interact with a real person, but tech can still play an important role in that
personal data on a screen in front of them and you can be browsing their website, or even comparing prices from rival providers, at the same
with family, friends and work colleagues, after all
It saves time, it allows easy access to useful information and it can speed up the purchase process.Most developed countries have high
levels of smartphone ownership -- in countries like the US, UK, Germany, France, Italy and South Korea, more than two-thirds of the
deliver enhanced CXTech tools for training include apps on mobile devices and PCs, company intranets/extranets for sharing learning, manuals
and training modules in the Cloud which staff can call down as and when they want
role-play a range of situations that they might be called on to handle in a face-to-face encounter
We can even create VR immersive environments -- which simulate the inside of a retail outlet, complete with stock on the shelves and crowds
have people to talk to and human interaction is very important in CX training; but the human element can be enhanced and reinforced with
well-designed tech, and this is where we focus our efforts as a business.Technology-based training also puts the employee in control of
their own learning programme, allowing them to go through things at the speed that suits them and to refresh their memories and their core
It can also help train people up quickly when new products are added on-shelf or in-store, or when new brand or corporate messaging in
introduced.Three-quarters (75%) of knowledge is lost within a week of receiving it
Tech can be used to ensure that customer-facing staff are continuously refreshed on the brand they represent, as well as creating tech
products that support them as employees and enhance their work life, so reducing attrition and improving engagement.What do companies need
(resources, equipment, networking, people, corporate culture etc) in order to build tech-based training for CXMost companies have
natives have yet to reach the upper echelons of many organisations, which means the corporate culture and mindset may not have taken on
board the fact that they need to be communicating with their employees using the same channels and tools as they are with customers
Internal staff communications must mirror external consumer communications.That means organisations need to make sure staff have access to
PCs, laptops, tablets and smartphones -- either ones supplied by the company, or their own
the benefit in ensuring their business is properly connected
need to deliver better CX, and how can tech help teach those skillsYou can find dozens of lists of CX skills by browsing the web -- but
personally I think it boils down to the following core skills, all of which can be enhanced through tech-supported training programmes and
Insights can come from the strangest places and businesses should ensure they are equipped with the right tech to provide them with insight
Companies like Skyfii for example are leading the way here.2
Communication is linked to listening
extremely poor customer experiences
Nothing destroys a relationship quicker than being caught lying or avoiding the truth
Problem solving and service recovery
and what can be done to stop it happening again
recovering the customers poor experience and improving on it.Who (organisations, companies, brands) are leading the pack when it comes to
when it comes to applying tech to the customer experience
Firstly, Bacardi have worked with us to create a WorkLife app for many of their frontline staff
The application fuses together everything their frontline teams need in one place
Functionality includes e-learning, customer surveys, new product launches and product information, customer service training modules, roster
information social media integration and audit functionality.Companies like Skyfii are providing their software to large shopping centres
and retail outlets across the globe to provide their clients with detailed analysis on the customer journey that has never been seen
before.St Modwen homes, a FTSE 250 housing developer, has now started to utilise e-learning for their construction staff as well as
engagement.Clearly, products like Microsoft staff portal are becoming more and more popular however I would argue that these products only
People need and want a holistic approach to their working day, not yet more apps and more products to sign in to
The best products will be aimed at meshing many applications together to create a seamless, one stop, worklife app that provides the
experience generation with everything they need to provide the CX that is now so essential and prerequisite.Mat Garner is co-founder of
