Customer experience should be a top priority for businesses of all sizes in recent years, and for good reason. In today’s digital age, customers expect personalised experiences that are available when and where they need them.
Almost three-quarters (72%) of customer interactions in ANZ are on digital channels, according to a 2023 study by analyst firm Ecosystm. This highlights the need for businesses to invest in digital experiences that cater to the needs of their customers.
As a customer experience professional, I have observed a concerning trend in the industry. In the pursuit of cost-cutting measures, many businesses are consolidating or eliminating their customer support options. While this approach may seem like a viable solution to reduce expenses, it can have dire consequences on your bottom line.
We’ve all had good, bad, fantastic and awful experiences as customers ourselves – and when it’s bad, it can do a lot of damage to your relationship with that company. The same goes for when a customer receives top-quality, flexible support. Research found that 79% of Australians and 84% of New Zealanders are more likely to remain loyal to an organisation or recommend it to others if they receive personalised customer service and support when and where they need it.Â
However, many businesses still struggle to deliver uniquely tailored experiences, leading to customer dissatisfaction and lost revenue.
In fact, a recent survey found that 59% of consumers are likely to switch to a competitor after just one or two negative support experiences. But it’s not all doom and gloom for small businesses. If anything, this highlights the need for businesses to invest in solutions that enhance the agent experience and improve customer satisfaction.
For small businesses, providing these curated experiences can be a significant challenge, especially when resources are limited. But by prioritising customer needs and leveraging the right technology, small businesses can deliver exceptional customer experiences that keep customers coming back.
Technology plays a critical role in delivering exceptional customer experiences. By leveraging technology like AI chatbots and omnichannel contact centres, small businesses can provide personalised experiences that meet the needs of their customers without straining their resources.
For instance, implementing omnichannel contact centres can provide customers with seamless experiences across multiple channels, while also allowing agents to manage customer inquiries more efficiently. This not only improves customer satisfaction but also helps businesses reduce operational costs and improve agent efficiency.
In addition, implementing chatbots can help businesses handle routine inquiries quickly and effectively, freeing up human agents to address more complex issues that require a human touch.
With the right technology, small businesses can provide customised experiences that meet the needs of their customers without straining their resources.
Delivering exceptional customer experiences is an ongoing process that requires continuous refinement. By prioritising customer needs, striking the right balance between virtual experiences and human support, and leveraging the right technology, businesses of any size can deliver those flexible, personalised experiences that keep customers coming back for more.
By Phillip Zammit, Zoom APJ Head of Customer Experience