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Optimising the Customer Experience for Business Success

Daniel Cran, APAC Director, LogMeIn | May 12, 2016
As businesses seek to find their edge in today's rapidly-evolving digital environment, delivering a consistent, personalized and seamless customer experience across multiple channels has become a top priority for many businesses, both large and small.

2.     Be there when they need you

When communicating with a business, consumers expect a response within 10 minutes on average when on online chat and on the telephone. This is a standard that businesses should strive to meet, and if possible, exceed. Consumers are time poor and long waiting times in reaching a representative who can provide information or help them resolve an issues can obviously be frustrating.

Businesses need to ensure that they have the right processes, resources and technologies in place in their communication channels setup to meet this customer expectation. Providing customers with easy access to a representative is the first step in the right direction when building a positive customer experience.

Furthermore, businesses will need integrated systems that can allow them to track customer history across channels. These systems are essentials for businesses if they aim to deliver a seamless experience. That is, delivering an experience where the customer does not need to repeat his/her personal information, or his/her enquiry, when interacting across channels with the same business.

3.     Take the load off their shoulders

Finally, customer experiences should be founded on simplicity. For instance, complicated service menus common on telephone enquiry lines is well known to annoy consumers. Understand that callers on the hotline because they are eager to access certain information or to get to particular issues/problems resolved quickly in the first place.

Interestingly, our study has found that on average, consumers use three channels to resolve their query. In an ideal situation, consumers should be able to find the answer to their question through any channel of their choice without the need to switch to alternative channels.

The same study also revealed that highly satisfied consumers are more likely to be advocates of a brand or business. They are also more likely to increase their spending and tenure with the business. As there are significant costs involved in losing and regaining a customer, it is critical for businesses to focus on retaining and nurturing existing customers. A sound enterprise-wide customer engagement and experience strategy allows businesses to do just that -- deliver higher levels of consumer engagement for continued business success.

 

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