The most mature enterprises – those that have stabilized and advanced in 2020 – will be best positioned for growth in 2021. They will use advanced analytics and predictive insights to get closer to customers and make informed decisions about CX strategy.
With this in mind, enterprises will need to find new ways to gather customer insight. Voice-of-the-customer (VOC) initiatives will become central insight factories that will inform strategic C-suite decisions. Once a passive monitoring tool, VOC will emerge as a powerful, versatile mechanism to connect directly with consumers in real time for more authentic visibility into whether enterprises are meeting customer expectations or missing them entirely.
When a customer shares positive ratings and reviews, enterprises will demonstrate gratitude in the form of loyalty rewards. When the feedback is negative, it will trigger service remediation and retention strategies. The aim is to ensure that every customer has a positive experience. Of course, things will go wrong from time to time, but the speed at which enterprises address these issues is key.
The enterprises that will thrive in 2021 will recognize when they need support to achieve their CX ambitions. Strategic partnerships with leading CX advisors and investment in new and emerging technologies will help enterprises accelerate their transformation. As a result, enterprises will reach broader customer bases, achieve a faster go-to-market, and build the resilience required to more effectively respond to future disruptions.
The author of this article is Stephanie Bannos, head of customer experience strategic solutions at Rightpoint, a Genpact company, and was first published on Rightpoint.com.