TALKING

Frederick Tsai , VP , Customer

Success , Liferay

Do your customers know where to go for key performance indicators , pay their bill , research an investment , view the latest press releases or laws and speak with a representative ? The more you can make your website interact with email , applications , text , social media and future innovations in a simple , smooth way , the more seamless and enjoyable your customer experience will be .

Self-service portals

The demand from customers to be able to access and transact with their financial accounts should be embraced by financial institutions . Self-service portals allow customers to do many things that once required an in-person meeting or phone call with a human and this trend will continue . Customers enjoy the autonomy it provides and businesses enjoy the cost-savings . The key is having the right balance : Your customer shouldn ’ t have to speak with a manager for something as simple as a withdrawal , but they also shouldn ’ t be forced to ask endless questions to an AI Bot in hopes of finding a customer service phone number .

Businesses should monitor data to avoid either of these extreme cases and find the happy medium where customers are empowered and supported equally .

Headless APIs

Application programming interface ( API ) is a fancy term for software that allows two devices to talk to each other . In a world where people are using more and varied devices , the need for a seamless experience across those devices is greater than ever . Your customers want to be able to see updates on their smartwatch as they hit the gym in the morning , sneak a peek at their account from their work computer and read the latest news from their tablet after dinner . spending hours test-driving and kicking the tires only to feel grifted at the end of it all . How you deliver your service is as important as what you offer .

Millennials are infamous for their focus on experiences . One side of this is their propensity to spend on travel and other experiences rather than buying , say , a Toyota Camry . The other side is that they will be drawn to companies that provide the most effective , painfree experience , no matter if it ’ s as fun as a car or as necessary as insurance , banking , taxes , investing , or another financial service .

Gen Z is no different and this trend may continue for many years .

Designing a data-driven strategy

Garbage in , garbage out . When designing your strategy to provide the best customer experience , you must gather data at every customer touchpoint and have a means for organizing that data to give meaningful statistics . With this , you can see the ideal customer experience , how it changes over time , and even influence and personalize it based on if-then tests . You can also see what is and isn ’ t working and pivot on a dime . Consider the below steps in creating a better customer experience using data :

1 . Select and capture the right data 2 . Take a holistic approach to data analysis 3 . Be agile 4 . Predict customers ’ wants and needs ( but don ’ t assume ) 5 . Meet customers where they are 6 . Communicate your unique selling point 7 . Map the buyer ’ s journey 8 . Don ’ t sacrifice performance 9 . Refine your strategies

A Headless API is one that can connect to any end-user device . This not only simplifies integration with your customers ’ current devices , but it invests in the future by acknowledging that the next device is right around the corner . Your business needs a single source to deliver content and services to avoid a disconnect in any area of the customer experience , now or down the road .

The vast majority of customers cite customer experience as the most important factor in making a purchase . It is a broad topic that deserves all of your attention to get it right because it ’ s the gift that keeps on giving . Repeat customers are more profitable and easier to keep happy . Happy customers refer new customers and build your brand and reputation for you .

Listening to your customers

Can you hear the voice of your customer ? What do they want ? Surely you know what services they want – you designed your business around that . But how do they want to experience that service ? Innovators such as Carvana recognized that one Toyota Camry is virtually the same as another . But people absolutely hate going to a dealership , waiting for a salesperson ,

When considering the customer experience you ’ re trying to foster , think about all the factors that go into it . Your employees , from frontline salespeople to IT in the back rooms , affect how your customers rate their interaction .

The technology your business leverages can make the experience easy and even fun or painful . And a strategy that integrates people and technology to deliver the best service in the best way is a recipe for success . p

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