As organisations rise from the ‘ashes’ of the past 18 months or so, it has become clear that a focus on enhancing customer experience is imperative for business success. As a result, most businesses have had to change how they engage with and serve their customers. An obvious survival strategy in the current landscape is to elevate customer experience management. A great way to achieve this is by making a few key enhancements to your organisation’s customer communications.
But simply adopting digital communication isn’t enough. Organisations also need to focus on customer experience management (CXM). Gartner defines CXM as:
“Customer experience management (CXM) is the discipline of understanding customers and deploying strategic plans that enable cross functional efforts and customer-centric culture to improve satisfaction, loyalty and advocacy.”
So, while customer experience is the sum of all customer interactions and exposure with and to that brand, CXM is what the organisation does to manage and optimize customer experience. It is a combination of all the strategies, processes, systems, and technologies that a business employs for this purpose.
Doxim can help operationalise your organisation’s customer experience strategy and make every interaction count
CXM requires an understanding that no two customers are the same. Customers want to feel valued and be treated as individuals, so they expect organisations to provide personalised, seamless communications and interactions at all customer touch points.
Are you ready to boost customer experience through personalized interactions? Here are 5 customer communication strategies that will enhance customer experience management (CXM)
1. Assess the current state of your customer communications
The first step towards enhancing CXM involves assessing the current status of your customer communications. Audit all the communications your customers currently receive. It’s probably best to start with one or two high priority customer journeys, such as onboarding or renewals.
Step one in the audit process is to fully visualise the customer journey you’ve chosen. Print out every piece of communication associated with this journey and stick them up on a large, blank wall. Ideally, they should be put up in the order the customer receives them. If you notice that they have differences in design, tone, and calls to action, you know for certain that you need to take action to make things consistent.
Even if your communications are aligned from a design perspective, you should identify the best performing piece of communication, the one that gets the best results. As a team, you can then discuss what elements made it so successful and how to integrate those elements into other customer communications.
The third step in the auditing process is to take your team through each step in the customer journey from the customer’s perspective. Here, you can note where your communication can be improved.
2. Design your communication standard
Following the audit step, you can begin to address the communication issues you’ve identified. Design is the best place to start.
Using cues from the best performing communication, you can design your communication standard. This standard should also incorporate best practice in terms of layout, accessibility, and readability.
You also need to ensure that your design clearly displays the most important information and includes a clear call to action. As well as it being immediately clear what communication is about - it should be obvious to the customer in terms of what they’re expected to do.
The next step is to TEST. Assess whether your communications adhere to your design guidelines, meet accessibility requirements and are compliant with industry regulations, such as GDPR. You can also use A/B testing to further refine the message and your call to action.
3. Align all your customer communications
At this stage, you should have a design template on which to base your future communications. With this template in place, you can begin to align all your communications to ensure brand consistency.
The first step in the alignment process is to build out a plan for consistent creative design and tone of content in your communications. This will help you create a seamless customer experience across all your target communications.
Another important aspect of alignment is timing. By reviewing the frequency of customer communications across each customer journey, you can hit the communication sweet spot, rather than sending too frequently or not frequently enough.
The next step is to align the objectives of everyone involved in communication. Organisation-wide buy-in is crucial to creating a consistent customer experience.
4. Keep enhancing your communications
Now that you have communications that help improve CXM, you can look at ways to keep enhancing them.
It’s important to note that the design needs to be refreshed regularly. People stop paying attention to things that are familiar to them. Additionally, standards, regulatory requirements, and best practises evolve. It’s therefore imperative that your organisation adapts accordingly.
Another important part of enhancing your communication is to ‘listen’ to how your customers react to it. This can take the shape of direct feedback, as well as analysis of their interactions with each piece of communication. The more data you have, the better equipped you’ll be to refine your communication and optimise performance.
If you have done all of the above successfully and seen positive results, you can apply these steps to other customer journeys.
5. Leverage the power of interactive, personalised video
Now that you have strategies in place to audit, design, align and regularly enhance your communications, consider how you can personalise them to delight your customers and make them feel valued. Consider personalised videos!
Today, video is one of the most powerful ways to deliver information that resonates with the customer.
Research shows that 72% of consumers prefer to watch a video to learn about a product or service rather than read about it.
Converting bills, statements, documents, reports into interactive, personalized videos is proven to increase open rates, improve engagement and motivate a higher response rate. As much as 90% of customers who receive personalized video report greater satisfaction with, and a better understanding of, that company’s products and services
Organisations are under pressure from all angles to meet increasingly high customer expectations. Their best hope of doing so on a consistent basis is to use enhanced, seamless, personalised communication to manage their experiences.
How Doxim Can Help Increase Business Value Through CXM
As a single, trusted partner offering a holistic CCM solution that will meet all your CXM needs, Doxim can help you operationalize your customer experience strategy and make every interaction count.
Doxim’s omnichannel CCM platform can empower your business users to generate the frequent, ongoing, and personal interactions your customers crave, and distribute these communications through multiple channels (via print, PDF, HTML, email, text, and online interactive experiences).
The omnichannel capabilities of the platform are such that when a customer calls in to speak to a service representative or engages with a chatbot, both human and machine can provide immediate assistance by calling up the communication or document that the customer received. This keeps every customer communication connected, making multi-step, omnichannel customer interactions a reality.
Provide the ‘personal touch’ needed to simplify complex information and drive increased satisfaction with interactive video content. Seamlessly integrated into the broader Doxim CCM platform, Doxim CCM Interactive Video will enable personalised digital customer experiences, such as interactive statements, bills, policies, or reports, that offer visual engagement and real-time interactivity.
Behind the scenes, Doxim’s seasoned client experience experts can also help you encourage customer engagement and consult on creative communication design that delivers a great user experience.
And of course, Doxim’s customer communications management technology offers you all the security and compliance features you require to keep your customers’ sensitive data secure, plus the scalability and flexible pricing you would expect from a modern SaaS-based solution.
Let’s discuss ways to enhance your organisation’s customer communications to effectively boost customer experience management
Commercial Director, Doxim UK
James Hall is Commercial Director at Doxim, the leading provider of customer communications management solutions that help clients communicate reliably and effectively, improve cross-sell and upsell opportunities, and drive increased loyalty and wallet share through personalised communications.
James focuses on the UK region and is responsible for the generation of business, primarily in financial services. James has more than 15 years’ experience in a wide range of technology-based roles. His expertise extends across the fields of product management, project management, account management and sales.