Thursday, August 23rd, 2018 | 4 min read
Facilitating great customer experiences is a crucial priority for global brands (or it should be, at least). Today’s customers expect authentic, personalized interactions with brands – on their preferred channel – whether that’s facebook, email, or even the phone.
To facilitate great customer experiences, brands need to not only understand their audience, but work extremely hard to delight them at every touchpoint, on every imaginable channel.
And while brands in several large markets are beginning to truly center around the customer, Indian companies tend to lag behind their peers around the world.
In an EY report from 2016, over 80% of polled CXOs (Chief Experience Officers) believed that customer experience in India was “worse” or “far worse” than the best in the world – not exactly a ringing endorsement.
What’s more, a recent survey from Econsultancy and Epsilon identified several challenges that Indian companies face when it comes to customer experience. The researchers identified 14 key factors limiting customer experience in the Indian market, including:
Fortunately, most of these roadblocks can be solved with some key organizational shifts.
3 Ways for Indian Brands to Improve Customer Experience
Know their Customers
Social media management technology has given brands the ability to understand who their customers are, know what motivates them, and identify the products and services that interest their audience.
This well not only help to inform new offerings, it will also help better relate to customers and create a more personalized experience.
Reduce the Number of Touchpoints
Consider that in the EY study, 57% of respondents agreed that “Maintaining consistent experience across multiple challenges” is a challenge that Indian brands face in their efforts to offer the best possible customer experience.
Nobody likes waiting waiting to speak with a customer service representative, only to be told that they need to call a different number to handle their particular issue. For modern customers, continuity is key – and reducing touchpoints will empower Indian companies to reach and assist their customers on the channels they prefer.
Provide Self-Service Opportunities
With the majority of customer/brand interactions occuring online, it’s clear that customers are moving away from traditional support channels, such as phone-based systems.
The next generation of customers also prefers to help themselves rather than rely on others. Brands should empower them with the tools they need to do their own research and answer their own questions. This will provide a more streamlined experience and help audiences in the way they prefer to be helped.
The good news is that in the EY study, “customer education” – including initiatives to improve self-service options – was identified as an area of significant investment among Indian companies.
Implementing a New Customer Experience Strategy
Now that Indian companies are aware of the need to improve customer experience, they can take the next steps in identifying challenges within their own organizations and learning how to solve them.
Each company will have its own set of hurdles to clear, ranging from budget, to corporate buy-in, to training. Performing an internal audit will help determine which issues are most pressing. Then, a strategy can be devised to address these challenges and come up with actionable ways brands can improve their customer experience journey.
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