The secret sauce for great CX

  • April 5th, 2022 at 8:07 am

How well do you know your customers? Can you confidently say that you deliver a great experience, each and every time they interact with you? Or is your customer experience (CX) lacking?  

CX is proving a game-changer in today’s competitive business landscape. Those that get it right reap the results – with 3.4 times higher returns reported for CX leaders compared to CX laggards. On the flip side, more than half (61%) of your customers would leave after a poor service experience. With such a clear link between CX and revenue, it makes sense for businesses to invest in strategies, tools and processes to continually enhance CX.  

It’s why today’s the most progressive business leaders are focused on one thing: CX integration. 

Why does CX integration matter? 

As we move further into an omnichannel world, seamless CX across channels gets harder. A customer might make their first enquiry via phone, which you capture in one system. Then, they might pop into a store, where an employee uses another system; or they might jump onto one of your social channels to ask a quick question.  

If your customers have to keep repeating themselves as they move across different areas across your business, they’ll quickly get put off. There’s nothing worse than having to reshare the same information with each new person they speak to.   

CX integration solves this problem. It helps to eradicate data siloes, opening up new visibility across channels and departments so all your employees always have access to the latest information about a customer. What’s more, by integrating all your channels and touchpoints, you bring your data together – which means you can extract more powerful insights from it.  

What does CX integration look like?  

From opportunities to quotes, and sales to service, CX integration is all about creating a connected system that delivers a seamlessly connected experience to your customers.  

To achieve this, in an ideal world, all of your front-of-house and back-office systems connect and talk to each other in one dynamic platform that collates, records, and visualises all interactions across all channels. McKinsey & Co describes it as “closing the loop on the end-to-end customer journey using advanced CRM systems and continuous data curation.” 

Yet many businesses still have some way to go with CX integration. It doesn’t help that companies use, on average, 25 different data sources to generate customer insights, or that only 39% of companies strongly agree they know where their data is stored. 

How do you achieve CX integration? 

To bring all your data together into one dynamic, intelligent environment – so you can react to customers even before they know they need you – you may need to invest in new tools or technologies. The good news is that there are cost-effective options available today that rapidly integrate all of your existing customer channels and can plug into your existing platforms, so your marketing, sales, and support teams can track customer interactions across channels. 

With the right platform in place, you should quickly start to realise sales and marketing efficiencies as you no longer have to keep checking different channels for the latest customer information. And, more importantly, you should notice an increase in happy customers, which will quickly translate into more sales.  

Want to learn more?  

Fone Dynamics has published an eBook on the topic of CX integration, which you can download for more insights on the value of integrating channels like SMS and calling into your CRM.