Technology is The Last Piece of The CX Puzzle, Focus on Strategy
Nuran Mekky, Group Head of CVM Operations and Customer Experience at Gargash Group, discusses a comprehensive approach to customer satisfaction metrics and the role of innovation in customer value management.
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Even the most advanced and feature-rich tool will fail to deliver the desired results if it is not effectively utilised, says Nuran Mekky, Group Head of CVM Operations and Customer Experience at Gargash Group.
“It is crucial to focus on utilising the tool effectively; this involves actively engaging and training individuals, promoting communication and support, and assessing how the tool fits into your overall business strategy and technological infrastructure.”
Mekky recommends placing strategy and objectives as a brand’s guiding principle. Following this foundation, she delves into identifying suitable technological solutions and an integrated ecosystem capable of addressing any hindrances to providing customers with a seamless experience.
“It is important to map the customer journey, starting from their initial engagement with the brand and continuing as they become existing customers that require nurturing and the best possible experience to ensure retention and a low churn rate.”
And considering customers’ diverse and demanding needs, a personalised experience where they feel recognised is imperative. “Building a connection and recognising each customer is crucial. The choice of engaging with the brand, whether through physical or digital channels, lies with the customer. And, as a brand, we have to be able to provide a personalised, consistent omnichannel experience, taking into account their purchase behaviour and preferred channel of communication.”
Consider Gargash Group. It focuses on devising innovative solutions to address customer concerns and sustain their loyalty and trust. This encompasses providing self-service options through online portals and mobile applications, allowing customers to access information, make inquiries, and monitor their progress conveniently. The organisation also harnesses advanced data analytics to gain insights into customer behaviour and preferences, enabling proactive responses to their needs and elevating the overall customer experience.
The intelligence factor
To create a seamless and consistent customer experience, technology tools are only the final piece of the puzzle, says Mekky, whose primary focus is to develop impactful strategies for customer experience and digital transformation across group verticals. These strategies aim to drive significant business growth, increase customer retention, and maximise customer lifetime value.
Artificial intelligence and machine learning are revolutionising the future of customer experience. “This level of customisation enhances the overall customer experience and increases the likelihood of customer satisfaction and repeat business. AI algorithms analyse customer data, including purchases and browsing behaviour, to provide tailored suggestions.”
AI can also be used for sentiment analysis to gain insights into customer feedback and identify areas for improvement in customer service processes. AI algorithms can also detect fraudulent activities in customer transactions and use predictive analytics to anticipate future behaviour and reveal opportunities to optimise the sales funnel. AI-powered chatbots also have great potential despite limitations in their ability to understand complex or nuanced customer inquiries.
“With ongoing advancements in natural language processing and machine learning algorithms, these limitations can be overcome to become a valuable add-on to customer service operations.”
Ultimately, the intelligence factor brought by AI not only enhances the overall customer experience but also contributes to increased customer satisfaction, repeat business, and the optimisation of sales processes. As technology continues to evolve, organisations that harness the potential of AI stand to gain a significant competitive advantage in delivering exceptional customer experiences and achieving sustainable business growth.
Move beyond NPS
It is advisable to employ a blend of metrics to measure the effectiveness of customer experience and customer value management (CVM) initiatives.
“While NPS and overall satisfaction scores offer valuable insights, it is essential to move beyond these metrics and explore specific interactions and touchpoints using additional satisfaction metrics such as Customer Effort Score, Customer Health Score, and Customer Lifetime Value. This comprehensive approach should also consider retention and churn rates and incorporate consistent transactional surveys to assess customer satisfaction across all touchpoints.” In addition to traditional metrics, referrals and reviews can be used as customer satisfaction indicators.
The loyalty game
It is essential to move beyond mere points and rewards and design the loyalty program to motivate desired customer behaviours and interactions. “By adopting a comprehensive approach to the loyalty initiative and providing personalised intangible experiences for different customer segments, you can successfully boost engagement, retain customers, and maximise their lifetime value,” adds Mekky.
Nuran Mekky, Group Head of CVM Operations and Customer Experience at Gargash Group will be part of a panel discussion, Designing Zero-effort Convenience Journeys: A Competitive Necessity, at the CX NXT Summit, Address Dubai Marina, Dubai on November 15 and 16.
