Businesses must build a successful CX team to improve customer retention

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 11, 2021, 5:01 PM GMT+0

A PWC study found 33% of customers would abandon a brand they love after only one bad interaction.

According to Gartner, customer experience drives over 66% of customer loyalty – more than brand and price combined. These numbers indicate customer experience is increasingly becoming an essential element of business strategies. With pandemic altering people’s lifestyles, exceptional digital customer experiences are no longer just a “nice-to-have” thing but are necessary to stay relevant among consumers.

With customers desiring personalised experiences that let them find answers on their own, businesses should deliver frictionless digital self-service customer experiences that allow timely two-way interactions across channels. Connect customer data with CX to create personalised customer experiences.

CXOs must keep in mind that measuring customer feedback is not enough now. Instead, they need to measure and identify areas of improvement and deploy customer experiences with agile teams that can test and innovate according to customers’ evolving preferences. Build a CX team with people from multiple disciplines, including data science, design, customer service operations and IT. Further, invest in tools and platforms necessary to meet customer expectations.

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