In the words of Benjamin Franklin, “Tell me and I forget. Teach me and I remember. Involve me and I learn.” This could not be truer when it comes to building a CX strategy.
With this in mind, we recently held our annual customer event, Raveolution at the London Film Museum. It gave customers the opportunity to come together, share their industry experiences and discuss what is in store for 2016. Despite coming from a variety of industries, from utilities to travel, one prediction resonated across the board… a shift towards customer experience from inside the organisation.
Creating a culture
As our CEO Dennis Fois commented, “It is impossible to win the loyalty of customers without first winning the loyalty of employees.” Businesses are beginning to recognise this connection between great staff, delighted customers and great business results. Delivering a great customer experience starts from inside the business with employees at the forefront.Whether this is enablingemployees to get close to the customer and really understand what communications will work, or by gamifying the workplace by creating league tables, 2016 will see the need to create a culture of customer service.
Shaping the experience
Beyond creating a culture, the customer experience strategy is set to be developed by the whole organisation, rather than in the current silos. Historically strategies may have happened with a top-down approach, but more than ever companies are developing nimble networks across the business so that employees can collaborate, shaping strategy from the ground up to leave enduring principles.
The rise of personalisation
With the increasing numbers of channels in which a customer can communicate with a brand, there can be a real challenge for the business to keep up with the sheer volume of communications, add to this the increasing need for customers to be seen as individuals. In 2016, we’ll see brands driven by the need to personalise their customer communications, differentiating their services from the competition and developing a loyal customer base as a result.
Whilst we’ve always known that a one size fits all approach doesn’t work in the customer service industry, it appears that brands are in agreement that in 2016 employee engagement will be crucial to delivering a world-class customer experience.
If you're looking for more tips on how to deliver a great customer experience, take a look at our eBook, inspired by our CX Day celebrations at LEGOLAND® Windsor:
