According to Forbes, 86 percent of consumers said they are willing to pay more for a great customer experience. Plus, another finding by The Petrova Experience shows 59 percent of respondents say customer experience has a significant impact on purchase as compared with only 38 percent before the pandemic. Hence, more brands are reevaluating the processes and strategies that contribute to their overall customer experience.
In recent research, IBM’s Institute for Business Value has found many executives have tried to put themselves in consumers’ shoes emotionally.
It used to be that brands only regarded sentiment and empathy when approaching the moment of fact, the do-or-die time of a customer that can make or break the loyalty of a customer. When consumers face unrelenting societal, fiscal, and political pressures, handling a brand that has a mediocre or poor consumer service is the last thing they want to do.
So, how does a business incorporates authentic empathy and emotion? The focus should be on two main things.
CX Is A Holistic Process
Each department is not only interested in participating but also recognizes the ramifications of their contribution to their departmental peers upstream and downstream. Hence, if a brand changes its media communications to be more empathic but does not alter how the client is handled by the service and support agency or finance department, so both the incentive and the point are missed. So, empathy must be woven from beginning to finish in the whole consumer experience.
Have The Right Technology
To help them holistically navigate the consumer experience, brands must have the right technologies in place. The CX specialist was able to understand my mood and sentiments during the initial negotiation through automatic processing of the thoughts of text messages and call audio. Via close software and messaging system integrations, a smooth transition from the corporate to the local dealership then occurred.
Leaders from and a branch of the company need to work together and chart the customer journey to provide a comprehensive, technology-enabled customer service plan, define where challenges could or could arise, introduce and validate process improvements, and then assess the progress.
It is important to feel respected and appreciated as a customer, and companies who do it best keep communication to customers open, resolve concerns carefully, and respect customer boundaries.
