Customer experience in 2019: a key issue?
Posted: Thu Dec 26, 2024 5:01 am
Providing a customer experience in 2019 is overseas data a crucial issue for all companies. Whether you are in B2C or B2B, digital and generations Y and Z are pushing companies to constantly improve their customer experience. Implementing a customer experience strategy in 2019 must be based on both digital and human principles. Because yes, the more digital there is, the more generations Y and Z want human. Therefore, a customer experience strategy in 2019 must be based on phygital actions.
Relying on digital and human principles essentially consists of valuing the place of man. The objective is to use digital as a tool and not a single solution for an optimal customer experience. However, a question remains. Is having a strategy focused on customer experience essential in 2019? The answer is already a big YES. The impact of digital, social networks and we will go further with the evaluations (ratings) mean that offering a good customer experience is a key issue for this year. However, digital, new technologies mean that the customer experience must be rethought and multichannel.
So, let's look from three angles at how a customer experience in 2019 is of prime importance for the good health of a company.
From a technical and internal point of view, offering a customer experience in 2019 will necessarily involve new technologies. But what do we mean by new technologies? Well, we mean tools and processes already used by some of you, such as:
Marketing automation that allows you to maintain relationships with your prospects or leads and to push information based on their searches
Lead scoring which is based on marketing automation and which allows you to assess whether your lead is more or less ready to make a purchase?
Chatbots that allow you to respond to customer expectations quickly or direct them to a qualified advisor
The use of blockchain is increasingly being considered by marketers, particularly for the transmission and traceability of data. In addition, this technology makes it possible to restore a guarantee of trust between the brand and the consumer on their personal data.
Artificial intelligence, which is now used in many of the tools already mentioned. Artificial intelligence makes it possible to personalize requests and thus respond to a strong demand: that of the personalization of the offer.
CRM tools that enable lead management and response to their requests
2019 is synonymous with profound evolution for the customer experience that will have to rely on new technologies in order to meet the different expectations of consumers. These expectations are the personalization of the offer, the speed of exchanges and a local service.
When it comes to digital, offering a customer experience in 2019 will have to be based on three essential points which are:
SEO, particularly through natural referencing, which allows you to conquer digital market shares while positioning yourself as an opinion leader.
Social networks , which allow you to create a real community around your brand and thus generate interest among your leads
Your e-reputation both on the web and on social networks. Today, rating systems are everywhere and should not be taken lightly. For example, if you are looking for a restaurant on the web, you will automatically be influenced in your choice by the ratings. You will choose a well-rated restaurant more than a restaurant with an average of less than 3/5. The same goes for a company, whether B2C or B2B.
In a B2B context and especially in a service company, the customer experience must be based on all digital channels. It is now essential to have a digital presence. Google in its report on web usage, mentions the fact that 76% of Internet users look for information before making a purchase. In addition, the younger the generations, the more this rate increases, reaching 92% for generation Z. Therefore, you must respond to changes in consumption in order to offer the best customer experience in 2019.
Another important point regarding the customer experience through digital is that you will be able to:
Control your web and social media communication
Anticipating customer demands
Resolve and manage a potential conflict if your client, prospect or lead is not satisfied with your services.
Relying on digital and human principles essentially consists of valuing the place of man. The objective is to use digital as a tool and not a single solution for an optimal customer experience. However, a question remains. Is having a strategy focused on customer experience essential in 2019? The answer is already a big YES. The impact of digital, social networks and we will go further with the evaluations (ratings) mean that offering a good customer experience is a key issue for this year. However, digital, new technologies mean that the customer experience must be rethought and multichannel.
So, let's look from three angles at how a customer experience in 2019 is of prime importance for the good health of a company.
From a technical and internal point of view, offering a customer experience in 2019 will necessarily involve new technologies. But what do we mean by new technologies? Well, we mean tools and processes already used by some of you, such as:
Marketing automation that allows you to maintain relationships with your prospects or leads and to push information based on their searches
Lead scoring which is based on marketing automation and which allows you to assess whether your lead is more or less ready to make a purchase?
Chatbots that allow you to respond to customer expectations quickly or direct them to a qualified advisor
The use of blockchain is increasingly being considered by marketers, particularly for the transmission and traceability of data. In addition, this technology makes it possible to restore a guarantee of trust between the brand and the consumer on their personal data.
Artificial intelligence, which is now used in many of the tools already mentioned. Artificial intelligence makes it possible to personalize requests and thus respond to a strong demand: that of the personalization of the offer.
CRM tools that enable lead management and response to their requests
2019 is synonymous with profound evolution for the customer experience that will have to rely on new technologies in order to meet the different expectations of consumers. These expectations are the personalization of the offer, the speed of exchanges and a local service.
When it comes to digital, offering a customer experience in 2019 will have to be based on three essential points which are:
SEO, particularly through natural referencing, which allows you to conquer digital market shares while positioning yourself as an opinion leader.
Social networks , which allow you to create a real community around your brand and thus generate interest among your leads
Your e-reputation both on the web and on social networks. Today, rating systems are everywhere and should not be taken lightly. For example, if you are looking for a restaurant on the web, you will automatically be influenced in your choice by the ratings. You will choose a well-rated restaurant more than a restaurant with an average of less than 3/5. The same goes for a company, whether B2C or B2B.
In a B2B context and especially in a service company, the customer experience must be based on all digital channels. It is now essential to have a digital presence. Google in its report on web usage, mentions the fact that 76% of Internet users look for information before making a purchase. In addition, the younger the generations, the more this rate increases, reaching 92% for generation Z. Therefore, you must respond to changes in consumption in order to offer the best customer experience in 2019.
Another important point regarding the customer experience through digital is that you will be able to:
Control your web and social media communication
Anticipating customer demands
Resolve and manage a potential conflict if your client, prospect or lead is not satisfied with your services.