Over the last few years, despite the discussion revolving around customer experience management (CEM) at a brand level, I am of the opinion that insights can’t be attained until we have marketers and customer experience professionals sit and discuss the matter at length.
According to me, some of the broad themes which need to be reviewed when customer experience management comes to the forefront are as follows –
- Relevance of mobile mindset for client servicing
The high usage of smartphones is also pushing the people to make use of their mobiles to get online. This is also making the clients get used to engaging with their clients via mobile apps, despite the fact that they are more of play internet or carrying out offline businesses.
It is believed that a logical extension of this is evolution of chat process into a major platform for its clients and brand interactions. As we have been promoting this for quite some time now, and many have been creating Software Development Kits (SDKs) and APIs for brands, it is known that there will be challenges such as successfully capturing structured information from the chat. Unstructured information do not help the CRM platforms to provide good level of service.
- SaaS model will be a hit in CRM
The SaaS model will stay in business for quite some time due to its option for flexibility and functionality. And, this trend has witnessed the support of research firms like Gartner and Forrester.
The CRM market has seen a considerable shift in this regard; nearly 45% of the $40 billion market is slowly progressing towards SaaS model. More brands are focusing on the young start-ups to develop their traditional CRM network.
- Net Promoter Score (NPS) emerging as an essential metric for judging the client experience
Until a few years back, most of the brands have not heard of NPS. But with changing times, now most of brands are of the opinion that NPS is the single best predictor of future client loyalty behaviour.
And, to attain actionable insights, brands are required to find out information in regard to value, quality, and usability, with the aim to attain a better insight about the scores.
- Organizations are using improved data analytics to bag a more comprehensive understanding of their clients
More number of brands is making use of the analytics to find urgency/anxiety levels of clients so that the most appropriate people take care of their issues. The use of analytics is expected to be amplified next year as increasing number of firms are fast understanding the vast value of the data they possess.
- Integration of internal CRM with the social media conversations
Although, this process needs a high degree of technological intervention, opening up CRM for social media conversation will be offering more unified and constant client experience, which will help in fast proceeding towards client service.
If the problems highlighted on social media are not answered on time, then responding after that emerges as a waste exercise as client anxiety levels would have touched new high.
Integration with CRM, offering tickets, prioritizing few interactions based on keywords and also taking complaints offline has potential to help brands lower the domino effect of complaints by over 50%. For the agents, they do not require to jump between varied channels to find what they require.
Companies and brands are of the opinion that opening of information they have stored inside the CRM and sharing it with clients helps in elevating the client service responses to an improved level of personalization and detailing, which helps in lowering the clients’ anxiety.
- Client service is believed to be a brand building tool instead of a cost center
Although, it is still early to bag revenue generation from client service functions, they are being primarily used as brand ambassadors that help in increasing the foot falls or sales.
It is also believed that ‘word of mouth’ marketing has emerged as an essential tool on social media and client service departments can be relevant enabler in this regard.
- Retailers will be integrating more and more proactive outbound communication into client service solutions
It is believed that a proactive approach towards communicating with clients will be helpful in developing goodwill. Many at times, e-tailing firms, display this problem it had with its courier or logistics partner. After the team had understood that they won’t be able to offer on time service to their clients, they actively reached out to them and informed that there would be delays in delivery.
So, clients who are expected to have anxious about the pending deliveries, did not enquire by calling up the service provider and also helps in lowering of stress in the system.
The trends in client experience management propose that the environment is conducive for their functioning. If it will be able to rise to the occasion or not, it will be completely dependent on vision and application of the industry practitioners.