Tapping Into CX Trends to Deliver Meaningful Experience
Martechvibe spoke to Abdullah Asiri, Founder and CEO at Lucidya, about how enterprise leaders must keep up with CX trends and give customers everything they want.
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Cosmetics company Clara serves customers by saving them the time usually spent in salons and providing beauty experiences at home. Last year, the brand decided to improve its engagement with the local Arab community and enhance customer satisfaction.
Social media analytics was the way to go, and they turned to Lucidya, a platform for customer experience management in the Arab-speaking world. With appropriate social listening tools and involving sentiment analysis and informed insights to enhance customer experience, Clara was able to increase their retention rate by ten per cent.
Brands in the MENA region have realised that customer experience teams need to leverage a CX tech stack to achieve their business objectives at scale. Leveraging the right technology solutions and keeping up with the latest trends can lead brands closer to their goals while keeping them relevant in the current competitive landscape. Just last year, a report revealed that 62% of companies are already reimagining their long-term CX strategy.
The crucial process of reimagining one’s CX strategy predominantly starts with streamlining tools, interfaces and platforms to give customers a meaningful experience, where brands cater to the highest customer expectations across all touchpoints.
Martechvibe spoke to Abdullah Asiri, Founder and CEO at Lucidya, to understand what technological advancements can enhance a brand’s CX stack and business strategy today.
Putting cookie-cutter customer experience to rest, personalisation has found a constant place in most businesses. It is vital to embrace a dynamic personalisation strategy across customer journeys and across channels.
Asiri says, “Customers expect a seamless experience across all touchpoints, including social media, mobile apps, and physical stores. Brands that deliver a consistent and seamless experience across all channels are more likely to retain customers and win new ones.”
The main component that aids omnichannel personalisation is AI-powered CXM tools. “These tools can provide businesses with insights into customer behaviour and preferences, enabling them to deliver personalised experiences. AI-powered tools can also predict customer behaviour and provide recommendations for improving CX.”
With omnichannel personalised experiences in place and CX strategies running seamlessly, the next important component of the CX stack is measurement tools. What’s the best way to measure CX effectiveness? Asiri states that there are three most efficacious technological solutions:
- Sentiment analysis tools that analyse customer feedback to determine their emotional response to products and services.
- Customer journey analytics that track customer interactions across all touchpoints to identify areas for improvement.
- Voice of the Customer (VoC) platforms that collect feedback and insights from customers through surveys, reviews, and social media.
Additionally, Gartner predicts that 40% of enterprise applications will have some built-in conversational AI. What should marketers do with the newfound insights into customer behaviour and preferences?
“These insights will enable them to deliver tailored solutions. AI-powered CXM tools can also help businesses to identify areas for improvement and optimise the customer journey. By analysing customer data, businesses can identify pain points and opportunities for improvement. Marketers can use this information to create targeted marketing campaigns, personalised content, and product recommendations,” says Asiri.
By leveraging the right CX tools, keeping up with changing customer behaviour and CX trends, and using data-driven strategies, businesses can optimise the customer journey and improve the overall customer experience.
