It can be easy to focus energies in trying to understand and decode the future. This is especially true when contemplating something with as much potential as the metaverse.
Yet the first step towards the next iteration of the web must be one taken backward, towards existing operations. Consumers will ultimately define Web3.
And for all organizations, the journey to that new definition will be taken in unison with their customers.
That means the only brands able to travel will be the ones that have fortified their customer relationships today through the optimization of their CX delivery.
Taking one step backward will ensure a future leap forward.
Trend 1
CX goes back to basics
If consumers think CX standards are slipping, it’s imperative to halt the slide through a holistic approach to raising and operationalizing current performance. This could mean a root-and-branch assessment of everything from existing customer journey maps to contact center agent recruitment and coaching.
- Examine contact center metrics and common contact drivers.
- Ensure agent-facing tools are fit for purpose.
- Update and validate knowledge bases.
- Put systems in place for contact deflection.
- Direct inquiries to the right channel or right employee.
Trend 2
Build trust to build data
Organizations have a wealth of first-party data sitting within the business, but it’s useless unless it’s easy to access and its flow isn’t being disrupted by internal silos. But ensuring that information can move through the business is only one part of the puzzle.
- Reestablish a connection with customers.
- Clearly articulate an enterprise-wide approach to data and protection.
- Mine the contact center for first-party customer insights.
- Use the insights to start low-level CX personalization.
- Continue the customer conversation and continue building trust.
Trend 3
Seize every networking opportunity
Social media is no longer a marketing platform. It’s a destination for ongoing dialogue and rich customer insights. Organizations need to develop and deploy a comprehensive social media strategy that incorporates every step along the sales funnel.
- View social networks as a way of having an open conversation with customers.
- Treat it as an always-open, two-way channel.
- Use social for large-scale notifications and individual problem resolutions.
- Mine the major platforms for insightful customer data.
- Use the findings to elevate and continue the conversation.
Trend 4
Avoid the technology trap
Getting the most out of AI starts with clear business objectives and a project aligned to delivering on those objectives. When a technology has the potential to revolutionize multiple aspects of a business, project team members need to be representative of those aspects and processes.
- An AI solution is only as good as the data that defines it, so have the right data.
- Remember technology is only one element of a wider undertaking.
- Develop all projects around a clear use case and business objective.
- Use multi-discipline teams.
- Without investment in employee engagement and training, new tools or processes will never deliver on expectations.
Trend 5
Take an educated approach to the employee experience
A bespoke approach to understanding and delivering lifelong learning is the only way to navigate future labor pool shortages and to make the most of the talent already at an organization’s disposal. Keep in mind that training needs to be tailored to suit the individual rather than the topic in order to achieve the greatest results.
- Use a learning needs analysis as the starting point for any comprehensive learning and development project.
- Remember that one size does not fit all; different learners obtain knowledge in different ways.
- Any channel can be an effective means of learning delivery. Don’t limit a project’s success by limiting how it is executed.
- Involve employees in the program’s development.
- Collect their feedback and use it to improve the project.