In 2013, when Forrester Research proclaimed the end of the “Age of Information” and the beginning of the “Age of the Customer,” they were still years away from a global pandemic that would accelerate this new era of business. Yet, they pinpointed what has and will continue to define business in the 2020s: that every business decision must center around the customer.
This had been brewing for some time, but when the pandemic forced businesses to come up with new digital engagement options, customers adjusted their expectations accordingly. To compete in this new world, businesses need to offer a fast, timely, accessible, and frictionless customer experience (CX).
Pandora’s box has been opened, and it’s unlikely customers will ever want to revert to the way things were before 2020.
So, what does this mean for your business?
You’ll need to take a more holistic approach to CX. It’s not just about amping up customer service or improving your product’s user experience (though those are certainly part of it). It’s about looking at your business’ customer lifecycle holistically and ensuring the process is frictionless at every stage of the journey. Moreover, you’ll need to analyze your customer’s motivations and needs and work backwards to create your CX roadmap.
We’ve outlined the steps you should take to uplevel your CX. The application of these guidelines can help you scale, retain more customers, and turn customers into advocates for your business.