Gen Z Expects Quality at Speed

OSN has a robust strategy to offer consistent customer experience to Gen Z across multiple touch points, says Tamer Elsabrouti, Director of Customer Service at OSN,  a subscription-based streaming service offering subtitled or dubbed content in Arabic. 

Martechvibe spoke to Elsabrouti about OSN’s CX approach for GenZ, challenges in omnichannel service. 

Excerpts from the interview

Are you taking a new CX approach for Gen Z?

Generation Z,  digital natives have high CX expectations. This generation expects consistent experience across multiple touch points, whether they are reaching out to the brand during daytime or night, and they expect a quick response. They expect quality at speed. Businesses need an excellent omnichannel presence to build trust in Gen Z, from social media to live chat to email. So, as a streaming service, we are keen to serve this generation up to their expectations. 

What is the biggest challenge brands face when delivering omnichannel service?

One of the biggest challenges in delivering omnichannel service is integrating online and offline information. Customer data is spread across channels, including websites, mobile apps, social media channels, chat history, customer service call records, financial transactions, etc. For brands, it is challenging to unify, analyse and turn this data into actionable insights.

What is the role of technology in improving your CX?

Technology facilitates organisations to communicate with their customers effectively and earn valuable insight into customers’ wants and needs. These insights dramatically help brands to improve their customer service to make it more effective and efficient. Tech stack also enables businesses to provide a more personalised customer experience cost-effectively. There has been exponential development in CX technology in the last ten years, we can now see how the experience of both customers and organisations has improved holistically and how customer service has become an essential feature for all enterprises.

How are you measuring CX and feedback on your current CX strategies?

Customer experience is a grand total of an impression that a brand creates in customers’ minds and also customers’ evaluation of a product or service offered by brands. Pleasant experiences lead to brand loyalty. Measuring customer experience and analysing feedback consistently is essential for understanding customers’ pain points and driving attention to those areas that require development. Such efforts directly reflect in customer loyalty and churn rates. Enterprises measure customer experience through Customer Satisfaction Score (CSAT), First Call Resolution (FCR), Customer Churn Rate, Customer Lifetime Value (CLV) and Net Promoter Score (NPS). Using these tools, brands get insights into the customers’ behaviour and using these insights, they shape their strategies for better growth.

How do you determine the impact of customers’ emotions on the ongoing CX strategies?

Nowadays, customer experience is closely linked with the product and brand. A customer might churn or move to another competitor because of a single bad experience, even if they had previously loved the product before. I believe customer experience is also a product that customers assess – not while buying the product, but even before deciding to purchase it. Accordingly, brands can improve their customer experience to a desired level by considering customer feedback, surveys, and interactions and thus build the most effective strategy to take the customer experience to the desired level.

 Elsabrouti is a speaker at the CX NXT – the Customer Experience Summit in the Kingdom of Saudi Arabia on March 14-15, 2023.  

He will be speaking about how to measure customer satisfaction via a feedback loop and how to identify the right metrics and methods to measure customer satisfaction, and if this feedback feed helps in the product development cycle.