The C&UX Expo logo

27 & 28 MARCH 2019

ExCeL LONDON

How to Make Each Customer Feel Special in a Data-Driven Era



Customer experience will soon be the factor defining whether or not your business succeeds in this economic climate. And as the means by which a customer can contact and engage with brands increases, so will the demand for smooth and seamless customer experience across all business platforms.

A great deal of businesses are now employing more chief experience officers (CXOs) or customer experience managers (CXMs), which should highlight just how important the customer journey is within a 21st century business model.  

The negative impact a poor customer experience can have on a business’ ROI is apparent when you consider 59% of companies find that their sales improve, once they invest in customer experience (The Economist Intelligence Unit).

However, within a saturated market of products and services, gaining business can be difficult, which could be down to how many customers a business has to deal with. The mass volume of customer interactions means that sometimes customers can feel as though they are just a number, rather than a customer that is valued.

Brands simply can’t survive if they are only offering their services; businesses need to create a more personalised customer journey in order to attract more consumers to their brand. At the base of any successful customer experience strategy should be data. Having a customer’s name and previous purchases to hand will help businesses exceed customer expectations.

Creating a unified bond between brand and customer is needed across all kinds of businesses, as it will help build a superior customer service system. A tried and tested way to improve your brand’s customer services is through analysing customer opinion. Using a customer survey is a great way to gain an accurate measurement of customer satisfaction levels, as well as highlight any overriding flaws a business may have so they can correct them. Such surveys allow companies to take care of specific negative experiences customers have had. This attention to detail will make customers feel appreciated and cared for, resulting in an improved brand reputation.

Some businesses struggle to maintain a high standard of customer service throughout the normal working day, but because the number of 24hr contact centres has grown, consumers are looking to all businesses to offer the same. But how can other businesses offer a 24hr customer service?

Well, artificial intelligence can help brands continue their customer service outside of office hours. Chatbots and voice recognition can help businesses deliver quick and tailored customer interactions, which makes a customer feel as though their query is important.

When artificial intelligence and the analysis of individual data join forces, businesses can accumulate a well developed understanding of their customer, which in turn allows them to respond with a one-of-a-kind journey for each individual consumer.