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You can’t build a house on a weak foundation. In the same way, the standard of customer experience that consumers expect isn’t achieved without technology to bring together disparate channels and make consistent, seamless experiences an easy thing to achieve.
Thanks to the growth of omnichannel strategies in recent years, there’s no shortage of customer experience (CX) platforms out there. But in the same way that CX can be applied differently within different organisational areas, many CX platforms can be similarly varied in functionality. Some might be more appropriate for marketers, some for operational functions, and others aim to meet just about everyone’s needs.
Despite this, there are some overriding considerations that will help you identify the right platform for you, regardless of the nuances of your CX strategy. Some things in CX just don’t change, like the need for personalisation or easy agent training.
Read on for my full checklist of five criteria to help you find the best customer experience platform for your business.
Bottom line: Quality CX platforms allow companies to create personalized messages to customers based on their geography, browsing history, shopping cart activity, and more. These personalised touches should be able to be used at many different points of the customer journey, whether pre- or post-sale and throughout the customer’s lifecycle. It’s through personalisation that companies get to demonstrate deeper customer understanding and build stronger relationships with their customers.
Bottom line: Your agents are your primary end users of any new platform, so it must enhance their ability to do great work without needing lengthy training or workarounds. 98% of organizations state the agent experience (AX) is a key part of any successful CX strategy, so any good customer experience platform needs to enhance AX as much as the CX.
Bottom line: The right customer experience platform should be versatile enough to contribute to every single one of an organization’s customer experience metrics and be flexible enough to adapt to any technology stack through customization options.
Bottom line: Quality conversations build stronger relationships, but they shouldn’t occur at the expense of efficiency. Organizations need to make sure they’re taking full advantage of a CX platform’s full capabilities – file sharing, co-browsing, and more – to provide quality interactions through tactical, interactive experiences that fuel greater customer satisfaction.
Bottom line: Safeguarding customer data will always be non-negotiable. Good CX platforms feature should have multiple layers of data protection and compliance with data standards like ISO 27001, GDPR, PCI, HIPAA and more.
Today’s omnichannel CX platforms have the ability to deliver better experiences on a lot of fronts. They should be able to handle incoming communications, allowing you to create service that’s fast and high quality. They should help you to gain new insights into your customer data to make more informed decisions and react quickly to change. And they should enable you to take the first steps into automation with AI capabilities that can be relied upon.
At the same time, companies need to remember that customers want to be treated like human beings, and not just data points. The advantages of efficient platforms mean that your agents should be able to rush less and spend more time helping customers with the queries they most need human help with. That’s truly a win-win – when entire organisations can reap the benefit of a strong CX platform which helps agents, businesses and customers in spectacular new ways.
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