Tag: customer experience management

Top 8 Customer Experience Trends that will Shape the Face of Marketing in 2020 and Beyond

Companies are making CX (Customer Experience) a priority for achieving their business goals. Brands that don’t meet customer expectations are likely to lose out in the big race. So, if you are a business owner, what customer experience trends should you focus on to win your target audience? What are the big trends that will rule in the coming years?

Here’s our take on top customer experience predictions for 2020 and beyond:

1. Offering Personalisation with the Help of AI

By 2020, 76% of customers will expect customer service agents to know who they are without an introduction.

Several leading brands have already jumped on the AI-bandwagon with AI-enabled chatbots. These intelligent bots can provide each customer with a tailored CX based on their preferences, purchase history and other data. Not just AI-enabled chatbots, but businesses will embrace AI and machine learning tools across all communication channels.

2. Proactive Customer Service Will Help Brands Stand Out

Earlier, it was common for brands to receive feedback from customers and use it to improve future customer interactions. However, this trend is so outdated in 2019. 89% of customers feel frustrated when they have to explain their problems to several customer service agents.

In 2020, brands will make use of big data analytics to provide customers with proactive solutions before they ask for help.

3. Local Customer Service Agents anywhere in the World

The world is truly a digital village today. Even small mom-and-pop stores and startups can sell their products and services to customers anywhere in the world, thanks to the rapid rise of e-commerce. This means a brand has to handle queries from customers across the globe.

To meet this challenge, companies will invest in virtual call centre. These call centre that provide customers with an enhanced customer experience by engaging a local workforce who interacts with customers in their local dialect, understands the local culture and more.

4. Digital Transformation will become a Must for all Businesses

Businesses will realise that offering a seamless customer experience will be possible only with the help of digital transformation. It’s expected that more companies will take a conscious effort to become fully digitally transformed by 2020.

5. Moving Away from Agent Support to Self-Support

It’s predicted that by 2020, 85% of all customer interactions with a brand will happen without a human customer service agent. This is so true with younger consumers – millennials and Gen Z who prefer solving a problem without talking with a customer service agent.

Brands will offer AI-chatbots, voice-enabled tech, virtual assistants and other features to help customers find the solutions they require without human intervention.

6. Multi-channel Experiences will give way to Omni-channel

For customers, this translates into a seamless, cohesive and rich shopping experience. Brands will be better able to understand consumer needs across channels and provide them with a niche experience that will increase customer loyalty.

7. VR and AR to enhance CX

The best example of this is Ikea. The furniture giant retailer offers an AR-enabled app that allows customers to see how a particular product will fit in their home before they make a purchase. This reduces the likelihood of returns and refunds, as customers understand what they are getting exactly.

Marketers can expect AR and VR technologies to enhance customer service not just in B2C but in B2B as well.

8. Transparency at every step of the Customer Experience

Brands are well aware that today’s customers are highly savvy, and providing them with misleading information could potentially backfire. Companies will make all their policies transparent to build customer trust and loyalty.

What do these trends mean for marketers?

In the highly cluttered and hyper-competitive market space of today, customer experience plays a huge role in retaining and building customer loyalty. Marketers and brands that keep themselves aware of these trends and integrate them into their customer channels will not just stay afloat but thrive while meeting increasing customer demands efficiently.

October 21, 2019

Consumer Journey Mapping for Success

Defining the buzz word Customer Journey Map?

To phrase it in simple terms, it’s a visual representation of the customer’s experience. It should accurately reflect the entire experience right from the moment a customer makes contact with your brand, to the moment they complete a purchase (and sometimes even after sales experiences). A CJM should include customer emotions – both positive and negative.

A CJM helps teams understand how different customer touchpoints interact with each other, the time required, and how the customer’s emotions vary throughout the experience.

Both Apple and Starbucks are pros in using a highly detailed model to visualize the customer experience. For instance, Starbucks starts the customer experience right from the moment a potential customer thinks about purchasing a cup of coffee.

Using Customer Journey Mapping for Success –

Look beyond data-driven principles
Create personalized content for digital experiences
Focus on the emotions & motivations
Focus on the overall experience, not just the journey

https://Image via Podium

As you can see, this map not only includes all possible emotions of the customer and various touchpoints; it also offers a baseline for what the brand considers as “an enriched customer experience.” This helps the Starbucks employees ensure that each customer gets the best possible experience at all times, thereby enhancing the brand’s value.

It’s essential that you consider all touchpoints and customer perspectives when mapping out the customer journey. Make sure to consider the emotional journey of touchpoints to figure out the right course of action.

Let’s understand the role of emotions in a Customer Journey

Emotions hold the key to either make or break a customer experience. Emotions make customers decide whether they want to buy or not buy from a particular brand. Most importantly, customer emotions determine whether they want to remain loyal to a brand.

The emotions a customer experiences while interacting with a brand can be divided into four different clusters:

Emotion Cluster Type	Emotions Experienced	Value
Advocacy Cluster	Happy, Pleased	Drives long-term value
Recommendation Cluster	Safe, Focused, Trusting, Valued		Influences short-term spend
Attention Cluster	Interesting, Energetic, Indulgent, Exploratory
Destroying Cluster	Irritated, Hurried, Neglected, Unhappy, Stressed, Disappointed, Frustrated, Dissatisfied

Identifying these twenty emotions that influence customer experience may not be easy at first. However, once you build a detailed CJM and understand the emotional engagement behind each touchpoint, then you can understand whether these emotions drive or destroy value for your brand.

You can then work on building an emotional experience that is planned and deliberate and not leave it to chance.

The Bottomline

You would have heard the saying – conversion is king in digital sales. Most marketers and brands focus on closing a sale and converting a customer into a buyer, that they forget the most indispensable part of the journey – the customer experience.

Booking.com is a great example of data-driven design. They do a lot of A/B testing to see how people best convert to booking flights and hotels on their platform.

Through their tests, they’ve discovered that adding “Urgency Messaging” drives people to book more. Urgency messaging is something like “Hey this hotel has just 4 rooms left, book soon”. That’s nice, however, over the years, booking.com has added one urgency message after another, to the point where now it looks more like a shady used car lot than like a serious place to book hotels. Most recently, it has started showing you hotels you can’t even book, just to drive home that point that “people are booking hotels here at booking.com so you should too”: And I’m sure it works to improve conversions by 0.4%. But if you look at the whole experience, it’s really starting to degrade. That’s the type of result you get when you myopically optimize your product based on data points and single-digit improvements to conversion, without considering the overall experience.(source: Medium.com)

While it’s true that conversion rates help you determine whether a campaign, product, service, or app is successful, digital marketers have to look beyond the conversion numbers. You need to focus on the broader customer journey, so that you can continue increasing conversion rates, over the lifetime of the customer.

Remember that for customers clicking “confirm order,” is just a single step of the journey. All other aspects of the brand – the overall experience – is what turns them from a one-time customer to being loyal to your brand, for years to come. As a digital marketer, focus on providing customers with an enriched experience, and the rest will fall into place automatically.

Logicserve Digital is a leading Digital Marketing & Digital Consulting services company with offices spanning across India. We partner with clients all over the world to create perfect digital journeys. As Certified Adobe Partners we are growing in what we do and how we do it. We help in determining the feasibility and end-to-end requirements needed for enterprise-level CX initiatives at an early stage.

Our Services:

Adobe Target for Personalization –

Making every experience relevant and personal is the sign of an experience business. Adobe Target is a personalization engine that lets you test and optimize with machine learning across mobile apps and the web.

Take omnichannel personalization to the masses.
Stop guessing with A/B and multivariate testing.
Improve every experience with AI-powered automation and scale.

Adobe Analytics

Reports & Analytics: Reporting on key digital metrics and dimensions as well as scheduling custom reports and dashboards for delivery. Ad hoc Analysis: Advanced analysis tool with rich segmentation capabilities and multi-dimensional breakdowns
Analysis Workspace: Robust, flexible canvas for building, curating, and sharing custom analysis projects, using various tools such as freeform and cohort analysis
Report builder: Excel integration for custom reporting and analysis directly in Microsoft Excel
Mobile App Analytics: App-centric user interface with various mobile marketing capabilities (in-app messaging, push notifications, geo-targeting, etc.)
Data workbench: Advanced data discovery tool for analyzing customer data across multiple channels (web, point-of-sale, kiosk, call center, IVR)

Adobe Campaign for Customer Engagements

Email marketing – Good cross channel campaigns are built on email.

Customer journey – We know your customer’s journey matters. See the whole picture of that journey to know your customers and how they get to you.

Omnichannel marketing – Customers matter more than channels. So, build cross-channel campaigns that talk to your customers when and where they want.

To know more about enhancing marketing lifecycles, please feel free to get in touch with our Customer Experience Expert – Mr. Ashish Duggal at +91 98200 55843 or write to him at ashish.d@logicserve.com

June 11, 2019

Moving up the Digital Arch with Integrated Digital Marketing focused on Customer-Centricity
The new-age connected consumers are faced with a choice explosion. What does this mean for digital marketers? To give more choices to the consumer or improve the consumer’s choosing experience?

As a brand, if you are looking to win the big share of the customer-base pie, it’s essential that you take an integrated digital marketing approach one that encompasses technology, creativity, data and analytics in digital advertising to create successful customer experiences.

Here’s why you can no longer afford to ignore Customer Experience Management:

Here are a few reasons why your brand is losing out on ROI as well as credibility by having a lackluster single-channel digital marketing strategy:
- The Evolution of the Modern Consumer
With increasing internet penetration in India, online buyers are rapidly increasing. m-Commerce is growing at an exponential pace especially the m-wallets transactions. They are aware of the marketing and advertising efforts of brands, and they no longer trust traditional advertising – especially from big corporations and celebrities. However, they trust brands that are organic, authentic, and honest.

This means, your content, SEO, and other marketing efforts have to work together to create authoritative, authentic, and engaging content.
- Customers trust other Customers
Do you know whom your customers trust the best? Other users of your product. The growth of influencer marketing can be attributed to this.

You need to work on digital marketing efforts that lead to the generation of customer reviews, social shares, and other user-generated content to build brand credibility and trust. Organic shares of your brand’s content increase engagement because your potential customers see other users interacting with your brand and are likely to follow suit.
- Multi-device Multi-channel Lifestyles
This is increasingly true for customers across generations. Your brand needs to develop a multi-channel, integrated marketing approach if you want to reach out to customers who effortlessly straddle more than one channel across multiple devices.

According to data revealed by SalesForce, it was found that an average customer goes through 6 to 8 touchpoints, before they make a purchasing decision. This makes it crucial that your brand develops a unified, integrated digital marketing approach that focuses on customer experience. It’s time that your brand shifts its focus from CRM to CXM.

Customer-Centricity – Easier Said than Done

Though brands have been trying to shift to a customer-centric approach for nearly two decades now, the CMO states that only 14% of marketers believe that customer-centricity is what sets them apart.

Why do most businesses fail to figure out customer-centricity? This is because the volume, variety, and velocity of customer data are challenging for businesses to handle. While some companies don’t have the tools and technology to divide customers into segments, others lack in targeting customers with the right personalized communications.

Another huge barrier is lack of customer-centric culture at businesses. Most companies remain focused on sales, products, or services. The customer-centricity approach is only restricted to certain operations like marketing.

Businesses can move to a customer-centric approach with data-driven marketing. To provide your customers with the best experience, you need to gain access to customer insights. Enterprises realize that customer-centric strategies, along with an integrated digital marketing approach are the best way forward.

By gathering and analyzing customer data and tailoring your marketing efforts to focus on customer experience, you can surge ahead outpacing your competitors and build a brand that stands tall among your target audience.

Logicserve Digital is a new-age digital marketing and digital consulting company with offices spanning across India. They have enabled leading brands to navigate through the new-world digital marketing challenges by driving communications across multichannel platforms and devices. Their in-depth knowledge, expertise and innovative ideas have helped brands to leap forward in digital ecosphere. With the right mix of data and optimum use of technology, Logicserve has created success stories for brands across varied sectors.
May 31, 2019
Adobe wants Marketers to Transition beyond B2B and B2C to B2E

In a recent interview with Marketing Land, Adobe’s Senior Vice President of digital experience, Steve Lucas, speaks about Adobe’s unique B2E – Business to Everyone approach that will offer more enhanced and customized experiences than B2B and B2C. Here in this post, we share with you gist of Steve Lucas’s discussion with Marketing Land.

Digital marketers carefully identify different target audiences and classify them into various segments. They then match products for each segment and decide the right channels and platforms to engage with different audience categories. Different client categories require varying approaches from messaging to channel strategy.

However, Adobe’s Steve Lucas states that Adobe is focusing on a new approach that makes B2B and B2C classifications redundant. They are calling it the B2E – Business to Everyone.

B2E – A More Customized Approach

Lucas tells that the approach of classifying customers based on B2B and B2C is flawed as it makes it difficult to connect with an individual’s profile. He believes that this presents various challenges and drawbacks on how we engage with a client from a marketing perspective.

Marketers are required to take the characteristics and behaviors of individual people on the buying team to build and define experiences that cater to everyone on the team. It’s the marketer’s role to create unique and specialized experiences that help every single customer decide that the product you are selling is the perfect fit for them.

Steve Lucas takes the example of Amazon. He states that the world’s most popular online retailer doesn’t bucket users together at the account-level. Similarly, Abode instead of taking a single approach to market to all businesses is now using personalized and conversational chatbot aided approach to deliver tailored and customized experiences to each business.

He also pointed out that the messages sent by the chatbot are tailored to different individuals who make up enterprise buying teams. The B2E approach used by Abode leverages real-time engagement metrics to provide content catered to each buyer.

B2B and B2C classifications have been around for years. According to Natasha Humphrey, a strategic digital marketing consultant, it’s not possible to eliminate these designations as all customer journeys begin with a high-level approach. She believes that customization occurs later in the process.

However, according to Steve Lucas, it’s about time businesses change this approach. He states that how businesses engage and serve customers is dictated by CRMs. So, he states that customer-centric marketing is the need of the hour.

The Shift to Customer Experience Management (CXM)

There’s no denying that the CRM plays a key role in helping businesses make the right decisions. However, CRM software is primarily a sales tool and not a marketing tool. It was never designed to provide unique customer experiences.

Lucas states that by using CRM to make decisions, marketers are limiting customers into segments. He wants businesses to shift to CXM (Customer Experience Management) systems. The crucial difference between a CRM and CXM is that CXM takes a customer-first approach to marketing, helping businesses provide tailored and customized experiences.

CXM helps businesses understand how their customers are receiving their messaging, helping them fine-tune opportunities thereby providing optimized experiences.

Despite the explanations provided by Steve Lucas and the team at Adobe, it needs to be seen whether it’s possible to create a solution that can support highly personalized customer campaigns.

As one of the leading Adobe Solutions Resellers in APAC, we’re well equipped to collaborate with you for building better customer experiences. Get in touch with us to know more https://www.logicserve.com/contact-us/

May 16, 2019

Tag: customer experience management

Top 8 Customer Experience Trends that will Shape the Face of Marketing in 2020 and Beyond

Consumer Journey Mapping for Success

Defining the buzz word Customer Journey Map?

Let’s understand the role of emotions in a Customer Journey

The Bottomline

Our Services:

Moving up the Digital Arch with Integrated Digital Marketing focused on Customer-Centricity

Here’s why you can no longer afford to ignore Customer Experience Management:

The Evolution of the Modern Consumer

Customers trust other Customers

Multi-device Multi-channel Lifestyles

Customer-Centricity – Easier Said than Done

Adobe wants Marketers to Transition beyond B2B and B2C to B2E

B2E – A More Customized Approach

The Shift to Customer Experience Management (CXM)