Customer experience was important before Covid19, but it was trapped in the category of “good to have”. Consumers often sought outstanding customer service from brands that were “smart” and claimed to be innovators.
As we reach 2021, a substantial customer investment will be as critical as an investment in your operational efficiency for your survival. PWC released a great “Experience is all” study in 2018. In it, they shared that great experience in goods and services drives a 16 percent price premium. It also drives greater allegiance, and 63% more willing to share more data.
We have all read posts on the effect on the customer experience of Covid19. If we look past the customer for a minute, as corporations, we have a new challenge. Now, in an omnichannel environment, we are really working.
Customer experience experts are suggestion to skip the step altogether and moving straight into the creation of a cross-channel customer journey for brands who still have not done anything on their digital transformation roadmap.
In other words, it is important to have contextual knowledge of 2021 chatbots. And they need more than 3 pre-loaded user stories to be able to respond. In addition, as we head through the year that customer service implies the most, the chatbot must ultimately act as a triage. When chatbots are unable to assist, you can eventually make direct calls to level two help.
There is no doubt that customer experience in 2021 is a new age. The interim president of the Specialty Food Association, Bill Lynch, said on a podcast a few months ago that the concept of event experience needs to be fully revamped with a new look from other industries and lessons learned.
In other words, investing in pace, convenience, or hospitality in 2021 won’t go wrong. For your customer trip and experience, however, getting there needs the right “designer” and the right program map.