Speech by Daria Zhukova, Head of the Customer Experience Analysis and Development Department at INGOSSTRAKH, at the IX All-Russian Forum on Customer Service
CLIENT SERVICE FORUM 2024, held in Moscow on June 20.
What are the forces of customer experience that drive customer consciousness?
To attract and retain customers by building an emotional connection with them, you need to understand the five keys and six forces of customer experience.
Five key points of the company's customer experience.
Brand promises. What a company promises must be implemented in practice. This maintains brand trust and strengthens customer loyalty.
Understanding the customer journey and improving the quality of service across all customer touchpoints. This makes interactions with the customer convenient and enjoyable and contributes to improving their experience.
Continuous cycle of improvement. To meet customer expectations and remain competitive, products and services need to be constantly analyzed and improved.
Optimal combination of functional and emotional on page seo service aspects. Customers value not only the functionality of products and services, but also the emotional interaction with the brand.
Personalization and creating unique experiences. Understanding individual needs and preferences helps to strengthen the connection with customers and increase their value to the company.
The forces of customer experience are divided into three groups of factors. They may have different levels of influence and expressiveness, but all of these forces must be represented in the customer experience.
Hygiene factors. The minimum necessary basic level, without which there will be no interaction with the client.
Fairness. The client is confident that the dialogue is conducted on an equal footing, fairly and honestly.
Clarity. The client understands what is happening, how to proceed, and that all conditions are met.
Added value. Occurs when the interaction between a company and a client reaches a higher level of relationship.
Control. The client realizes that he can control the situation. Independently choose the products and services he needs. Make balanced and calm decisions without pressure from others.
Status. The client is confident that he is a valuable and respected participant in the process for the company, and not just a means to extract profit.
Differentiators. Markers of unique and significant relationships.
Belonging. Customers know that the company cares about important things, and they have a stake in it. This knowledge is consistent with ESG principles.
Pleasure. The client enjoys the services, products and services of the company. Everything is easy, fast and convenient.
How to help clients in real time?
Tools, not money, are key to building an emotional connection with a customer in real time.
Improving the customer experience in real time requires a comprehensive approach and constant attention to customer needs. To attract new customers and retain existing ones, the company creates a unique and emotionally rich experience for them. To do this:
Knowing how to measure the effectiveness of customer service in real time is essential. Analytics and feedback help you understand what customers like and what’s holding them back.
Use five key points in your work on creating customer experience: brand promise, knowledge of the customer journey, continuous improvement cycle, optimal combination of functional and emotional principles, as well as personalization and omnichannel.
Working with client requests includes resolving difficult situations, providing a neutral party in conflicts and working on client resilience.
Qualitative and quantitative research helps to see the meaning behind the numbers and identify growth points.
A comprehensive approach to improving customer experience includes integrating CX experts into the team and working on service standards.
The power of customer experience plays a vital role in building an emotional connection with the customer in real time.