Forging a customer experience strategy is a key trend for 2019. Companies in Malaysia are starting to realize that delivering good customer experience will increasingly impact business results. Globally Gartner predicts that 81% of corporate leaders believe they will be competing primarily on customer experience in the near future but only 22% have succeeded in creating an experience that exceeds customer expectations. Malaysian companies need to close the gap in 2019 as customers are looking for convenience, innovation and increased security.
Customers are increasingly looking for personalized content, personalized experience and instant gratification. More engaging content is required to fulfil this trend coupled with detailed analytics of customer preferences and habits. This is the driving the need for multiple technology platforms such as business analytics and customer communications that is agile.
Omni-channel have been trending for many years but few companies have truly delivered. In 2019, omni-channel becomes more apparent as companies need to be consistent with their messaging across various customer touch points. Omi-channel is not only expanded across to social media but as IoT infiltrate people’s lives, customers will be connected via wearables, cars and appliances.
Customer communications will shift away from products, departments or functions to managing the entire customer process. A customer journey with your business consists of strings of processes and this will endeavour your strategy as to how to make a good experience for your customer throughout the journey. For example, this can start from initial contact beginning as a prospect before winning the business, turning a prospect to be a customer, delivering your product and services, managing customer returns and so forth. Each of these engagement require a built on the type and manner of customer communications that will give them a delightful experience. Such an approach can bring forth positive impact to the business.
Have you aligned your communications across the customer journey that includes your transactional communications? Monthly communications of bills or statements get read 97% at an average of 4 minutes every month. These are arguably some of the best touch points you can have with your customers. Only a few companies in Malaysia have capitalized on the real estate of a bill or statement for upselling and cross selling. Most companies have overlooked this.