intelligent

Tshidi Machaba , Sales Director at inq . explains how companies can improve their customer experience .

One of the key pillars behind this is the need to deliver a more personalised experience . It all starts with contextual relevance . Personalisation must align with the customer ’ s current needs and situation . Practically , this can mean recommending products based on past purchases or interactions . Context helps make communications not just timely but pertinent and welcome .

On that note , timely communication is something that is often undervalued and yet it can make a significant difference . Effective personalisation means delivering the right message at the right time .

Thirdly , showing empathy and building an emotional connection are essential to adding value to CX . Viewing customers as individuals with unique needs and emotions rather than just transactional entities like purchase orders or invoices is vital . Understanding the customer ’ s perspective and showing empathy can significantly enrich CX for the business .

Understanding value

Of course , none of this can happen in a vacuum .

The company must put metrics in place to best determine the success of any CX initiative . For instance , will the company value engagement , increases in revenue , improvements in customer lifetime value or all of the above ? To this end , the accuracy of data becomes a non-negotiable . Reliable and precise customer data enable more targeted and impactful personalisation strategies , making accuracy a top priority .

Successful personalisation should lead to increased sales as customers are more inclined to purchase products that resonate with their specific requirements . Having said that , it remains important for the company to understand the customer ’ s value perception . This can provide insights into the potential reasons a customer might disengage , whether this is because of the product , price or service quality .

At its core , personalisation should look at improving the customer ’ s lifetime value .

Successful CX

A good CX strategy that is built on best practices must have an integrated data platform in place . Centralising customer data from all touchpoints onto a single platform offers a comprehensive view of the customer ’ s interactions with the

Tshidi Machaba , Sales Director at inq .

ON THAT

NOTE , TIMELY COMMUNICATION IS SOMETHING THAT IS OFTEN UNDERVALUED AND YET IT CAN MAKE A SIGNIFICANT DIFFERENCE .

brand . Through this , a company can then identify both strengths and areas needing improvement .

Advanced analytics become essential in this regard . This can help predict future customer behaviours and needs , allowing for tailored communication strategies that anticipate and meet customer demands . Through this , customer journey mapping can be done with confidence .

Pitfalls to avoid

An effective CX strategy does not come with challenges . There is a risk that companies adopt too much personalisation . Customers can quickly feel overwhelmed by all this .

There are also privacy concerns to be cognisant of . Customers are increasingly sensitive about their data . Mishandling personal information can breach trust and damage a brand ’ s reputation . Furthermore , an inconsistent experience or inaccurate personalisation can frustrate customers .

CX can be a game-changer for companies looking to unlock growth opportunities . However , there must be a willingness to embrace change and use customer data in more innovative ways while ensuring the business maintains compliance . �