PWC Consumer Intelligence revealed that as technology advances, companies had lost the human touch of customer experience. Hence, in another study, it highlighted 75 per cent of consumers agreed that they want to interact with humans more.
We have seen how the pandemic becomes the catalyst for increasing digital engagement. It is convenient, accessible, and flexible. But, no matter what your organisation’s business model is, your customers need one thing – to be heard and seen.
For sure, businesses that can give the human touch digitally will retain customers, gain new ones, and make them talk about your brand.
To be able to do this, data is your way of listening to the customers. With many platforms available at your disposal for digital engagements, you should be able to gather both explicit and implicit insights about your customers, such as demographic information, behaviour and interests, and motivations.
Once you have the insights, you need to turn those into actions. You must have outlined the customer path and started segmenting your customers to bring the above customer knowledge to use. Machine learning capabilities that support this or even do most of it for you are provided by some platforms.
Beginning with a comprehensive, consumer lifecycle marketing approach is best when it comes to customer journeys. This approach understands the value of each step of the customer experience.
CX professionals should note that nowadays, customer journeys are not linear. However, it would be best if you recognised the importance of each step and their connection. As marketers, most of us are used to concentrating on the first three phases of awareness, research, and assessment.
You have to continue to nurture to establish relationships. You would then be viewed as trustworthy by your client, internal or external, someone who knows their pains and needs, and someone who can assist them. When CX professionals are empathic, they can cultivate and establish relationships with consumers on a very human level in a sincere way.