You probably have already heard about Customer experience ,and probably have already implemented it ,started off with the most logical stuff ; hired the right people ,perhaps even have a team dedicated to just that ( read CX dedicated team) and got them trained further to ensure they offer nothing but excellent service to your clients .Perhaps you have even adopted a customer centric approach and regularly measure your customer satisfaction levels often.
So everything seems to be in place ,but you’re not getting the desired results .
Customer Experience is not just that “one thing ” not just the stroke of a magic wand to get it right , but rather is a blend of many right things done at the right time to influence the client’s perception of your brand .
Forrester puts it more succinctly as “How customers perceive their interactions with your company.”
One of the many right things that could enhance your Customer Experience Strategy is technology.
There’s an explosion of emerging technologies that are at the forefront of enhancing customer experience across all industries . The financial services industry for instance is undergoing a radical transformation thanks to this.
Every one wants to dive into CX , and the best shot they got is with technology, but which to choose
This concept has been around for a while now .In the financial services industry where its referred to as omnichannel banking enables one to perform banking transactions from anywhere ,anytime via any device through whatever channel .This has been such a hit that its been adopted by firms that are not traditionally considered to be in the banking industry .Insurance firms ,investment firms ,credit unions and even SACCO’s (Savings and Credit Cooperative Organizations) have gone the omnichannel way.
It’s become imperative for financial services industry to adopt omnichannel as this is how their customers want to be served ,after all , customer is King , and this King can either let you live or die
(read become obsolete due to failing to meet ever changing needs of customers)
The end game with omnichannel banking is to provide a consistent seamless ,flawless personalized service to a customer when they engage with your company. Be it through a call that comes through call centre , an e-mail , via mobile App, your website or even through your banking agent
All this sounds pretty cool ,but its easier said than done .Most of the work is in the doing than in the saying .Read that again more s l o w l y , Most of the work is in the doing than in the saying .The doing part requires some serious technical skill and industry expertise .Most of the work happens in the background… those back end systems .Which brings me to my next point
This is the secret to a successful Omnichannel adoption and the key to creating an amazing Customer Experience for your customers.
Today’s digital customer expects seamless and flawless service through every channel they use to reach to your company ,it’s impossible to have this as a façade when everything’s up in the air behind the scenes .
Picture this scenario in financial services industry.
Seamless and consistent service for a client in this industry is performing a transaction over the phone that reflects immediately on the back end and across all platforms ,it’s when the client places a call via call center and the call agent knows who they are and their preferences ,its when the client get a personalized message on his/her birthday or wedding anniversary, its when the client gets a very personalized offer on a new product or service that’s soo spot on that they take it, immediately.
This in itself creates a memorable customer experience the client is bound to share. Technology will drive this but the integration is what makes it possible. Your back end systems need to be seamlessly integrated , performing flawlessly as one, creating a harmonious symphony like that of the Orchestra.