Sponsored by:
Renewal, Expansion and Advocacy:
Customer Success Strategies for 2023
Produced by:
MARKET VIEW 03
Oyindamola Opatola
HEAD OF CUSTOMER EXPERIENCE
The pandemic introduced a high level of uncertainty into our lives and as a result, consumers expect businesses to offer flexibility around policies for things like payments, cancellations and working options.
How do you think that customer behaviour and expectation has changed in the post-pandemic recovery period?
One of the most significant changes we have seen is the acceleration in adoption of digital channels, and the preference of customers for online engagement with businesses. This has been alongside an increased demand for things like safety and health protocols, which have become an important factor in building loyalty and trust between businesses and their customers.
More generally, consumers have become more demanding in terms of flexibility. The pandemic introduced a high level of uncertainty into our lives and as a result, consumers expect businesses to offer flexibility around policies for things like payments, cancellations and working options. It’s vital that businesses are aware of these changes and can adapt their services to meet these evolving customer needs.
What can organisations do to deliver more of the moments that matter during the customer lifecycle?
Moments that matter start by understanding the customer journey, and identifying the touchpoints that allow them to create positive moments. This will involve mapping out the entire customer journey, form the initial moment of awareness through to post-purchase support.
The second important aspect of this is creating a culture that is entirely customer centric. Employees should be trained to provide exceptional customer service skills, and they should be rewarded for delivering positive customer experiences. Organisations should utilise surveys, social media and other channels to gather feedback from across the customer journey, which can be used to identity opportunities to drive more positive moments.
Third, look at how to increase personalisation in your customer experience. Insights and analytics can be used to identify individuals’ preferences and needs so that marketing can be tailored, and support can be customised.
Employees should be trained to provide exceptional customer service skills, and they should be rewarded for delivering positive customer experiences.
The biggest factor in creating a positive customer perception is the overall quality of the experience, and how well the business has been able to personalise the experience, through personalised recommendations, tailored communication and customised support.
What has the biggest impact on whether a customer considers they have received a good experience?
Studies show that customer experience has a significant impact on customer behaviour, whether that’s the decision to purchase, brand loyalty or recommending brands to others.
The biggest factor in creating a positive customer perception is the overall quality of the experience, and how well the business has been able to personalise the experience, through personalised recommendations, tailored communication and customised support.
Small details can have a significant impact on the customer’s perception, whether that’s responding to enquiries promptly or sharing regular updates. It’s important to listen actively when customers express concerns and show a clear willingness to help. A positive perception hinges on how well the business creates moments that show personalisation, responsiveness, empathy, consistency and simplicity.
Oyindamola is an incisive customer relations specialist with progressive experience across several areas including management consulting, resource management, customer relationship management. She is committed to operational efficiency by providing clients with thoughtful consideration and support. She is adept in providing optimal mentorship, while striving to help individuals and organizations achieve at their best as well as evaluating business structure and in providing complex analytical support for cross-functional strategic and transformational projects.