How-to Guide

4 Steps to Building a Killer Digital Customer Experience Strategy

You must win at every interaction the customer has with your organization.
– Gartner1

It’s time to ensure your brand is delivering killer digital customer experiences at every touchpoint. The success of your business depends on it, and these days, there’s no forgiveness. If you stumble in delivering on expectations, customers move on quickly and never return. Consistently providing exceptional service can be challenging, but it doesn’t have to be if you have the right strategy in place.

First, Build a Team that’s Digital-First

Having talent in place who possess the right characteristics can actually make or break your digital customer experience. When you hire or promote leaders who put the customer first, this mindset will filter down to the rest of the team. We’re not just talking about your customer-facing employees; your entire organization needs to be digital-first and customer-centric. Look for people with a total dedication to customers and a willingness to do what it takes to make them happy. If you’re ready to start building a killer digital team, download the whitepaper What a Great Digital Customer Experience Leader Looks Like.

Next, Drive Smart Decisions through Data

A single data point about a sale or a social profile doesn’t tell a customer’s full story. If you’re only focusing on one characteristic, action or transaction, you’re destined for failure. To stay competitive, “you must win at every interaction the customer has with your organization.”2 That’s why a killer digital customer experience strategy must include taking the time to understand customers in a new dimension. By infusing your strategy with a data-driven approach, your service agents will better understand the customer’s journey, history, and interaction touchpoints before they even start interacting with that customer. Start winning with the right social media management tool that connects customers’ digital footprints with your CRM.

Here are the top five data-driven tips and practices you need to know for a killer customer experience strategy.

  1. Use a dashboard that allows tracking of all social customer activity and interactions in one place. At a glance, you’ll identify “early-warning” signs of potential issues with live, actionable data so that you can head them off.
  2. Customer sentiment matters—use NPS and CSAT data to fuel your strategy in real-time. Customer sentiment gives you the insight needed to evaluate how customers perceive your performance and brand.
  3. Get personal customer data by implementing private messaging as part of your response strategy. By using Twitter’s Direct Messaging and Facebook’s Messenger, you’ll be responding exactly when and where a customer needs you and tracking issue resolution in one channel.
  4. Respond with context using holistic customer profile data merged into a single record containing information across social networks and CRM systems including interests, tags, internal notes, past thread conversations and community interactions.
  5. Aggregated data displayed via a social media monitor wall gives your organization insight to how social customer care influences customer sentiment, key agent metrics, response times, number of cases being handled, and live feed mentions. With a better understanding of the customer, all departments can apply that insight to their respective roles, ultimately driving more nuanced, customer-centric experiences.

Our community quickly became a source of truth in the industry with our knowledge base articles, in addition to providing a seamless pathway for our customers to get support.
Liam Woods, Digital Community channel manager at AGL Energy

Then, Own Your Brand’s Social Community

Smart brands understand that on-domain communities can help facilitate seamless experiences while simultaneously lowering support costs. Leading Australian energy company AGL recognizes the importance of community to customers who increasingly want to interact digitally. “Our initial goal was to provide a way to divert calls from our service center, but our community quickly became a source of truth in the industry with our knowledge base articles, in addition to providing a seamless pathway for our customers to get support,” says Digital Community Manager Liam Woods. Customer-centric “social hubs” for your like-minded brand enthusiasts are places where peer-to-peer support thrives, which in turn will have a substantial positive impact on perceptions of trust and loyalty.

Last but Not Least, Start Analyzing

If data is the game changer for CX strategy, actionable reporting is the coach on your unbeatable team. It’s not enough to just track customer service interactions; that data must be channeled into something useful. When customer analytics about customers’ voice, sentiment and opinions are shared throughout your organization, it leads to an improved understanding of customers’ needs regarding your products or services. A killer CX strategy embraces customer care analytics as a way to not only quickly fix underperforming customer experiences, but to create better, more useful products.

To learn more about how to connect customers, content, and conversations at the right digital moment, download your free copy of our latest Digital Customer Experience report.

1 Future of Experience: A Gartner Theme Insight Report

2 Future of Experience: A Gartner Theme Insight Report

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