Is Unified-CXM Part of Your Customer Experience Strategy?
Adopting a unified CXM platform is not just a technological upgrade but a strategic move that can revolutionise CX. Find out why.
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At a time when synchronisation across multiple channels is the biggest challenge in customer experience, many are left scratching their heads to come up with solutions, and wondering what tools exist which might ease this pain point.
Data from Qualtrics, shows that 80% of customers claim that poor CX has caused them to leave a brand that they’d previously been loyal to, an alarming statistic for businesses to face.
Barriers
The current state of CX can leave customers and employees feeling frazzled and disjointed, with multiple customer touchpoints across various channels creating an overwhelming amount of data and information to follow. Without a robust multi-channel management strategy or tool in place, the compounding information overload and inhibits the ability for customer-facing teams to provide effective solutions for customers.
About 2.5 quintillion bytes of unstructured consumer data are created each day on external channels that brands don’t own and can never control. Combine this with internal information and it’s a data minefield. Where most point solutions don’t work together, they can’t support seamless customer experiences with chaos ensuing.
Internally across teams with customer touchpoints, there is a potential added layer of disconnect, with individual divisions often requiring their own tools and resources throughout the customer journey, with the data and information not necessarily being transferable from one team or platform to another.
PwC reports that 1 in 3 customers will leave a company after just one bad experience while 92% would completely abandon a company after two or three negative interactions. As a customer, it’s frustrating, as a business, it’s inefficient – so what’s the solution to alleviate the strain on both?
One-stop-shop
Unified customer experience management (Unified-CXM). It delivers exactly as the name suggests, a one-stop-shop to capture information across all tools in the customer experience arsenal and allows teams to manage customer interactions from A to Z.
According to a recent report by Martechvibe, 43% of CX representatives believe that personalisation to customer services is limited where there is a lack of visibility across multiple customer channels.
An effective tool, such as those which Sprinklr offer, negates this, offering a 360-degree view of a customer’s current and historical interactions with a brand, not only allowing information and data sharing from one agent to another, but it also allows the seamless transfer or information between channels, teams and divisions – all with one login to one tool, eliminating the need for businesses to invest in and manage multiple tools and try to coordinate and analyse data between each.
As an example, a customer journey may begin on X (formerly Twitter), then move to call center interactions, and conclude with email communications. An effective tool tracks each of these touchpoints, making the overall customer journey pain-free and, in turn, making business interactions with consumers as positive as possible through seamless omnichannel engagement, with shorter resolution times, leading to both happy customers and a happier bottom line.
Unified-CXM tools not only capture brand-specific interactions but also monitor legally available open-source information, assessing sentiment and flagging potential issues around the clock. This allows teams to address issues as early as possible to avoid escalation and utilise the outputs to empower data-driven decision-making through comprehensive insights.
A competitive advantage
With the risk of poor CX resulting in a loss of loyal customers, a Unified-CXM platform gives businesses a competitive advantage. Not only does meeting or exceeding customer expectations result in enhanced customer retention, but a unified tool also enhances data security and compliance, provides a consistent brand narrative, and increases long-term profitability and ROI.
In this day and age, customers expect their problems to be solved seamlessly, and meeting these expectations has become a crucial benchmark for businesses looking to thrive in the competitive market, with those who exhibit poor CX succumbing to those who excel in this area.
Too good to be true?
Adopting any new tool or process comes with implementation challenges, which need to be considered when assessing what tools are right for your business. With many layers of both consumer and internal touchpoints, the transition period from existing tools to a Unified tool may incur a steep learning curve, however, the business and day-to-day benefits will quickly surpass this initial hurdle. With the support of an expert team, the transition period and integration process can be made as seamless as possible, and results should become evident quickly. It is worth a considered assessment and extensive discussions with tool providers to assess the most suitable route to success and expedite the benefits for both the business and the consumer.
Conclusion
Unified-CXM is revolutionising the industry and the way that businesses interact with customers and the way that teams interact and information-share with one another.
Adopting a Unified-CXM platform is not just a technological upgrade but a strategic move that can revolutionise CX. By addressing the challenges of disjointed customer interactions and providing a seamless, personalized, and consistent experience, organisations can gain a substantial competitive advantage in a crowded market, ensuring the brand’s success now and into the future.
