Customers cannot be bunched into one overarching category and regarded as having the same expectations . A multitude of variables , such as their age and generation , can impact this and businesses must work with the data that is now available to understand and adapt .

The role of technology

Technology has developed at an exceptional pace and it now holds a vital role in many organisations , offering huge business benefits , including data analysis . However , having a strategy to implement the right technology is important . Several customer experience projects fail to take off because of poor selection and planning .

BUSINESSES SHOULD STRIVE

FOR EVERY INTERACTION TO HAVE A POSITIVE IMPACT UPON A CUSTOMER ’ S PERCEPTION OF A BRAND AND CREATE A MEANINGFUL EXPERIENCE , REFLECTIVE

OF AN ORGANISATION ’ S

VALUES .

Personalisation and customisation

Simply offering products or services that trump the competition will no longer guarantee success . In fact , managing a consumer ’ s experience from the moment they acknowledge or interact with a brand , all the way through to post-purchase is now vital .

Businesses should strive for every interaction to have a positive impact upon a customer ’ s perception of a brand and create a meaningful experience , reflective of an organisation ’ s values .

Gone are the days where consumers are provided with one universal experience . Now , consumers demand more , expecting a more personalised and customised experience , tailored to their specific needs and wants .

For companies , the key to this is gaining a thorough and in-depth understanding of their customer base , and this includes every demographic that this encompasses . The right platform can bring the voice of customers from various channels , analyse them and provide recommendations for businesses to make informed changes to enhance the experience , of both customers and employees .

A recent article by Forbes highlights that Gen Z show lower levels of customer satisfaction regarding their customer experiences , with just 50 % satisfaction compared to 71 % for the previous generation .

With so many touchpoints , channels and tools in place , businesses must thrive to unify the tools so that teams can have a single source of truth and can function together .

In my keynote at our annual user conference , Zoholics UK 2023 , I talked on CRM and CX in light of a recent Zoho survey that revealed 41 % of European firms had trouble with CX because of poor technology and scattered visibility . This is due to fragmented systems , which make it difficult to gain a full view of client interactions , data and performance .

Improving visibility across information and activities will enable businesses to coordinate the use of software and emerging technologies to help deliver an improved CX .

Software has enabled a large amount of personalisation . As customers demand a more tailored service , AI can play a role here to comb through large sets of data , analyse customer behaviour , intent , emotions and other signals , improving the effectiveness of personalisation , allowing businesses to meet rising expectations .

With the use of omnichannel communication platforms , collaboration and communication can be enhanced , between business and customer , as well as internally between different departments and teams .

Businesses can now offer their customers multiple ways of connecting , via multiple channels , all while centralising information

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