The fact is that all too often tech companies aren’t innovating, or even iterating, their levels of customer experience at the same rate at which they’re launching products and services. This is a serious oversight.
Only 6% of consumers say that customer experience plays no part in their decision-making process,2 yet 79% of consumers and 83% of business buyers, globally, agree that the experience a company provides is as important as its products or services.3
There’s a clear perception disconnect since three out of four tech companies believe they’re meeting CX expectations, yet their customers say the opposite.4 As a tech brand, you need to move quickly to ensure that your CX surpasses expectations.
Three out of four tech companies wrongly believe they’re meeting customer experience expectations.
Source: FoundeverTM
Elevate the human element of CX
The first and most fundamental step toward closing this gap is elevating the human element of CX. Appetite for customer self-service is increasing and online chat continues to be the fastest-growing customer engagement channel. However, when faced with a critical issue, 87% of consumers prioritize the phone.5
It’s in the moments that really count — where demonstrating empathy and emotional intelligence are just as important as providing a practical solution to a physical issue. It’s when organizations have the greatest opportunity to add value to both the customer relationship and their business. That opportunity can only be seized with contact center agents.
Like all other aspects of life, technology is a catalyst for change within the CX space. It has placed speech and text analytics within reach of potentially any organization serious about customer-centricity, made chatbots fitting for brand interactions and enabled personalization at scale.
2, 5 - Sitel Group, “Driving customer loyalty: Perception, effort and action.”
3 - Salesforce, “Discover the trends shaping the future of customer engagement.”
4 - Zendesk, “Unlock the growth with customer service.”