According to a report completed by SAS, a leader in innovative analytics and business intelligence, it will be very difficult for businesses to succeed and adapt without giving their customers the unique, personalized experiences they are becoming accustomed to. This really says a lot about the direction customer experience is going and how important it is to implement an optimized experience for each customer. Companies that are first to act on this will have an advantage over competitors and be able to capitalize on valuable growth opportunities. Now that we have your attention, let’s take a look at how to optimize customer experience in real-time.
- Take advantage of the “moments of now”
According to SAS, this goes beyond just giving customers the right products or services. It’s important to consider context and address the customer’s intentions. This will allow you to offer the best experience by adding what’s really important — value. Google has named these occurrences as “micro-moments.”
According to Google, there are four types of micro-moments that require attention within the digital world.
- I want to know moments – Customers looking for information about a product or service.
- I want to buy moments – The customer is ready to convert or take action. These moments are critical to success, especially on mobile devices.
- I want to go moments – These moments relate to geographical locations and companies can take advantage of these moments by showing customers information related to their location.
- I want to do moments – Customers looking how to use a product. These types of micro-moments can be supported with tutorials, FAQs and chat systems.
- Do more with your data than just collect it
Data should be a primary focus when optimizing customer experience in real-time. This includes the data that comes from your CRM, social media channels, website analytics and information, mobile information, demographics and psychographics. This data can help your organization build predictive models which will help enhance your customers’ experiences in real-time. Note that data should be synchronized across all channels so the experience will be seamless when moving from one to another.
3. Look at the big picture
Avoid focusing solely on just a few aspects when it comes to your customers and creating a valuable experience. Taking a holistic approach when looking at your customers actions and needs will give you deeper insight into what they want to do or what they are looking for. This should include looking at all the customer data you have, such as interests, preferences, web and call center activity, account status, behavior and more. Dive deeper into the “why” and “how” of your customers’ purchasing behavior and activity to gain valuable insights. Using omni-channel solutions allow for an efficient and complete view of each customer as well as make it easier for employees to track vital information.
4. Integrate, integrate, integrate
All systems need to talk to each other in order for the most accurate real-time information to be used and processed, making it much easier for employees to seamlessly get what they need through all systems being utilized. This will help you recognize when those micro-moments occur so an optimized customer experience can be presented when it matters most.
Organizations that are able to get on board with real-time customer experience optimization quickly will definitely have an advantage over their competitors that are not. Generally, people have become used to instant gratification and want to find what they are looking for effortlessly and efficiently, and it just so happens that this is what we specialize in. If you are interested in learning more about our real-time customer experience solutions, contact us today to speak with one of our experts.