Published on October 29, 2023, 8:52 pm
According to Forrester, a customer experience (CX) leader is responsible for aligning the organization around customer value and advancing customer-centricity. This role involves evaluating experiences from the customer’s point of view and driving loyalty and growth. However, achieving this level of focus and alignment can be challenging and requires persuasiveness, adaptability, and determination.
Vasupradha Srinivasan, a senior analyst at Forrester, emphasizes the importance of understanding customer sentiment and engagement on an ongoing basis in the digital era. She believes that building trust and loyalty among customers depends on a brand or enterprise’s ability to grasp the customer pulse in terms of service experience.
Forrester defines customer experience as a comprehensive assessment of the customer’s interaction with the brand across all touchpoints. It encompasses every service experience throughout their lifecycle, including physical setups like stores, contact centers, and post-sale experiences related to loyalty and retention.
Srinivasan highlights that delivering consistent levels of experience across these touchpoints is crucial in shaping customers’ perception of overall CX. Additionally, she identifies customer service experience as a critical differentiator impacting how customers perceive a brand’s CX.
When discussing loyalty in the digital era, Srinivasan dismisses perpetual loyalty claims. Instead, she explains that loyalty is driven by two factors: securing initial loyalty through the first service experience and continuously delivering consistent experiences to retain that loyalty. Marketers benchmark their products or services against the best-in-class experiences across industries rather than solely focusing on their competitors within the same field.
To design experiences that drive loyalty, organizations need to understand what constitutes great customer experience. It involves providing consistent levels of service quality across various touchpoints throughout a customer’s lifecycle.
As customer expectations evolve over time, there arises a need for adaptable design architectures that can accommodate these changes without requiring massive overhauls. Creating such architectures enables organizations to meet evolving demands while maintaining positive CX.
In summary, customer experience leaders can drive loyalty through continuous evaluation of customer sentiments, delivering consistent service experiences, and designing adaptable architectures. By prioritizing these aspects, organizations can build trust, drive loyalty, and fuel growth in the digital economy.
For further insights on how to design experiences that drive loyalty, you can listen to the PodChats for FutureCIO featuring Vasupradha Srinivasan.