Customer experience – defining a new purpose for digital comms


By Ross Warnock, Director, EfficiencyIT.
What is more important to your customers – price, product, or customer service?

All three play a critical role when it comes to customer acquisition and retention, but did you know the majority of consumers are happy to pay up to 17% more if they receive a superior customer experience? In a saturated market, where the most complex products and services are often commodified, customer experience is swiftly becoming the ultimate differentiator.
The big challenge, however, is exceeding customer expectations in an era when digital disruptors such as Amazon, Uber and Netflix have elevated experiences to dizzying new heights. Customer experience in the 2020s is about understanding the importance of individual customer interactions the full length of the buying cycle and ensuring the customer’s path to purchase is as simple, clear, efficient, and delightful as possible.

Businesses that focus on developing a market-leading customer experience strategy are likely to generate a significant return on their investment. According to research by Forrester Consulting, customer-centric firms enjoy “1.6x higher brand awareness, 1.5x higher employee satisfaction, 1.9x higher average order value, 1.7x higher customer retention, 1.9x return on spend, and 1.6x higher customer satisfaction rates."

Transforming customer experience at scale

To protect and grow market share, modern omnichannel businesses must figure out how to deliver seamless customer experiences in real time, across multiple disparate channels, at scale and with limited staff and resources. 
The proliferation of comms channels – which now includes voice, video, messaging, email, and social media – has fragmented customer communications making it even more difficult to achieve a necessary 360-degree view. 
The same is also true for internal employee comms and collaboration, which have become significantly more complex during the pandemic. This is largely due to the increased adoption of multi-device, work-from-anywhere, hybrid working models, as well as a growing cohort of digital-native employees in the workforce.

What is XCaaS and why is it the answer?

Luckily, the latest generation of cloud-based digital comms technology, known as experience communications as a service (XCaaS), has been specifically designed to meet these challenges. XCaaS not only transforms how businesses communicate and collaborate internally, but also how they interact with their customers with the aim of boosting customer experience and locking in lifetime value.
While most companies (62.8%) recognise the value of an integrated unified comms and call centre solution, many are hamstrung by the fact that they don’t have a natively integrated platform from a single vendor. 
The result is often a confusing and inefficient patchwork of solutions with multiple user interfaces, custom code, and feature sets. From a call-centre operator viewpoint, for example, this means busy colleagues must toggle through multiple screens at speed to deliver the levels of service customers expect. In this environment IT becomes an organisation-wide barrier, rather than the enabler it should be. 
Leading XCaaS solutions, however, integrate contact centre, voice, video, chat, and APIs into one easy-to-manage and easy-to-master platform. This cloud-based integration not only helps to improve customer experience, but also boosts employee productivity and delivers a single view of data which makes smarter business decisions and greater organisational agility possible. 
XCaaS also reduces the system administration burden on IT teams and integrates seamlessly with productivity tools such as Microsoft Teams and CRM systems, reducing costs and accelerating time-to-value. Leading XCaaS solutions feature embeddable APIs, giving firms the agility to launch low-code/no-code customised experiences at speed, especially in the contact centre environment.

The benefits of XCaaS in a nutshell

The wider benefits of a natively integrated, cloud-based XCaaS platform include:

  • A cost saving of more than 14% thanks to a rationalised, single-ownership, single vendor solution. 
  • A 37% increase in agent efficiency thanks to a single set of self-service features, as well as a common user interface and knowledge base shared company-wide
  • Unified administration and analytics company wide
  • No need for complex custom code to integrate platforms

The ability to expand the use of quality management and workforce management beyond the call centre environment.
Recent research by digital workspace firm Metrigy reveals that these diverse benefits combine to deliver a 56% increase in customer experience ratings and a 99.6% uplift in revenues.

Comms and collaboration are ripe for change

The shift to XCaaS is happening right now, driven by the step-change in digital comms triggered by the pandemic. A one-size-fits-all approach to comms and collaboration in this new environment will leave organisations at a severe disadvantage. XCaaS gives organisations the agility to roll-out purpose-driven solutions at speed so they can satisfy shifts in customer demand ahead of the competition.

The ultimate benefit of XCaaS is a business-wide transformation of customer and employee experience, which delivers a measurable impact on an organisation’s bottom line. With EfficiencyIT, we guarantee that clear and consistent communication is paramount throughout a project, which is why we are Born Efficient.

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