Customer experience has been a buzzword for several years and is only heating up. Many companies experience numerous challenges in the area of customer experience transformation. We talked with the leading customer experience experts to find out what CX professionals should pay attention in the coming years.
The customer experience is not just about customer service. And customer service isn’t just about a department. Servicing customers and striving towards better end-to-end customer experiences is everyone’s task. Still, customer service departments and contact centres are key in the customer experience equation, more than many departments or functions that start increasingly claiming the ownership of the customer experience as well.
Customer experience is also often used in a marketing context without connecting with the rest of the business in a holistic way or is mistaken as sheer personalization and conversion optimization. Paying further lip service to the customer experience and customer service is also less-branding related marketing. But let’s face it: it most often happens in a context of campaigns, PR, monologues, digital tools and good intentions. It’s good that marketing builds nice tools and services customers can use. They can be highly relevant and lead to great experiences. But they often remain at the top of the funnel.
Furthermore, the growing investments in behavioural analytics, marketing automation, content personalization tools, and other marketing technology applications aren’t really done in order to improve the customer experience. They’re done to get more reach and conversions. Conversion optimization, when well done, is focused on the customer experience or at least results in better customer experiences. But more often than not it’s really about showing better results and higher ROI to the C-suite.
Here’s a famous saying marketers know very well: it costs five times more to acquire a customer than to retain one. In reality that’s a myth that’s been existing since decades and keeps being spread (we might have been guilty on occasion) but we understand what it means, even if reality is far more diverse and complex.
We present to you, “Top 10 Customer Experience Solution Providers - 2021.”
