Undergoing digital transformation must lead to greater customer experiences, and the following tips will explain why and how.
A Gartner survey conducted in 2020 had found that one of, or the, primary goal of 91% of organizations’ business transformation efforts was improving customer experience (CX).
In Singapore, businesses last year witnessed a 22% increase in average weekly support requests and nearly half of customers (49%) surveyed said that experience was more important to them compared to a year ago.
In the global survey by Zendesk that included the Asia Pacific region, organizations have prioritized CX more than they did a year ago, with half (53%) of APAC organizations surveyed planning to invest in CX software more in 2021, according to Wendy Johnstone, the firm’s Chief Operating Officer (APAC): “Customer experience has never been more important, and we think this accelerated adoption of technology is likely to continue in 2021. Organizations need to ensure they have the right strategies, processes and technology in place to empower customer support teams and drive business success.”
Here are some findings by the firm that can guide businesses in the region to leverage great customer experiences in 2021:
- Stay ahead of the digital curve: Companies are adopting technology at light speed, and the rule now is “Adapt or get left behind”. APAC organizations identified as ‘high-performing’ based on customer service metrics such as CSAT and reply speed, are more likely to have adopted omnichannel solutions, with over half (54%) offering self-service in addition to other key channels including phone, email or messaging, compared to just 20% of low performers.
- Be part of a more conversational world: As customers adapt to this year’s continuing pandemic landscape, the soaring popularity of messaging apps opens the door for more streamlined, conversational experiences, including using messaging for support requests that have spiked significantly, with social messaging up 117% in APAC since February 2020. In Singapore, half of customers (50%) polled also preferred to use embedded messaging when they engaged with businesses, such as on websites or mobile apps.
- Realize the power of employee experience: In an increasingly distributed world, companies must rethink how they work smarter across teams. Many employees still do not feel they have the right tools to succeed, whether it is keeping track of performance indicators, staying connected with their colleagues, or feeling supported by their companies. Some 41% of managers in APAC said they do not have the right analytics tools to measure success for remote teams, and 49% of agents polled claimed they did not have the right tools to work successfully from home.
- Set teams up for success by emphasizing agility: Facing continued volatility, service and support organizations must find ways to keep up with their customers. Customer experience leaders cited the ability to quickly adapt to the evolving needs of customers as their biggest challenge in 2020 and the highest priority going forward.
- Make it easier for customer: focus on CX: As customer experience takes center stage due to the surge in demand for online channel communications, companies should meet rising expectations. This is extremely crucial when people are willing to spend more with a company that offer a good customer experience, and almost 80% of most respondents globally are willing to take their business elsewhere following bad experiences.