Today’s markets have become highly saturated and competitive with new players entering the markets on a daily basis. Brands are finding it more and more difficult to differentiate themselves from competitors in terms of product and service offerings. The current market trend is to deliver such levels of customer experience that keep consumers hooked to your brand. Just providing a world-class product experience is no more enough to retain customers. Customers want a personalized experience for each experience and want immediate resolution for their queries.
With the ever-increasing convenience of internet connectivity and mobile phone usage, more and more people are talking about the brands that they use during their daily lives. Recently consumers have become more relevant brand advocates than brand spokespersons. Brand conversations on online channels are affecting people’s brand conception and affecting consumers’ brand loyalty. This has made it imperative for brands to take note of their brand conversations and ensure that each consumer is satisfied with the highest possible order.
Konnect Insights is a platform that allows brands to do just that. The Konnect Insights platform is built on the 4 pillars of customer experience management. This concept is the brainchild of Mr. Sameer Narkar, founder and CEO of Konnect Insights. The four pillars are as follows
The First Pillar
In the current digital era, consumers have more influence over brands than ever before. Customers are continually online and searching for new ways to interact with the brands they love because of the rise of social media, the widespread use of the internet, and the proliferation of mobile devices.
Businesses must comprehend and efficiently use these channels if they want to deliver a superior client experience. In order to engage with customers and obtain data that can be utilized to enhance the overall customer experience, the first pillar of Omnichannel customer experience management calls for the use of social media, the internet, emails, and offline channels.
Social media is perhaps the most significant of these channels, with millions of users sharing information, opinions, and experiences with their friends and followers every day. Brands that are able to use social media effectively can improve their products, services, and customer experiences in addition to strengthening their brand image and engaging with consumers.
For companies trying to engage with clients, the web is a crucial avenue. Customers today expect to be able to simply and rapidly locate information about your business, goods, and services online. The key to offering a smooth customer experience is having workflows in place that allow you to effectively track consumer conversations and take appropriate action regarding them.
Another crucial method of consumer contact is email. Even though email has been around for a while, it is still an essential channel for companies to communicate with their consumers. Automated email answers may guarantee that consumers always get a prompt and informative response to their questions, while email marketing campaigns can be utilized to engage customers and foster brand loyalty.
For organizations that wish to offer a completely Unified customer experience, offline channels, including in-person interactions and phone calls, are equally critical. Even though these channels may appear less important in the current digital era, they may still be crucial for companies looking to develop long-lasting relationships with their clients.
In conclusion, the first pillar of Omnichannel customer experience management is engaging with consumers across a variety of channels, including social media, the web, emails, and physical channels, in order to obtain critical data that can be used to improve the entire customer experience. Businesses may improve consumer interactions, boost brand loyalty, and ultimately spur long-term development and success by employing these channels efficiently.
The 2nd Pillar
The ways that customers choose to connect with businesses are evolving quickly as the world gets more digital. New channels, like chat, have emerged as significant participants in the customer experience landscape, while conventional channels, like phone calls, have long been the standard for customer care.
Recognizing the significance of these more recent communication channels and utilizing them to interact with consumers and offer first-rate assistance constitutes the second pillar of Omnichannel customer experience management. Calling has always been a crucial means for people to contact brands and express their complaints. Many clients still prefer to speak to a live operator rather than engage with an automated system, so it is still a crucial tool for organizations today.
However, it is impossible to deny the rise of chat as a customer care and support medium. Customer service and support through chat are gaining traction, giving clients a quicker and more comfortable option to acquire the assistance they want. Customers may use chat to ask inquiries, receive real-time assistance, and solve problems right away without having to pick up the phone.
The ability to serve a larger spectrum of consumers and guarantee that they can engage with a brand on their terms is made possible by including these channels in your customer experience management plan. Additionally, it is crucial to make sure that these channels are staffed with qualified and skilled customer service agents and equipped with the right tools to ensure that they can handle the traffic efficiently and effectively.
A seamless customer experience may also be achieved by combining chat and calls with other channels like email and social media. For instance, if a consumer needs more in-depth or complicated service, they may begin a conversation with a company through chat before moving to a phone call or email.
Businesses may also learn more about the wants and tastes of their clients by using the data from these channels. Businesses may analyze the success of support engagements, discover frequent issues and concerns, and better understand how consumers like to communicate with the brand by analyzing chat and call data.
In conclusion, the second pillar of Omnichannel customer experience management is understanding the value of both modern communication channels, like chat, and classic channels, like phone calls, while also acknowledging the necessity of both. Businesses may better interact with their customers and deliver the high-quality service that they require in the modern digital era by including these channels in their customer experience management plan and leveraging data to acquire insights.
The 3rd Pillar
Utilizing customer relationship management (CRM) and analytics to collect data and enhance the customer experience is the third pillar of Omnichannel customer experience management.
CRM is fundamentally a system that enables companies to monitor and assess customer interactions and data across the course of the customer lifecycle. This covers all aspects, from contact details and client preferences to past purchases and support interactions. Businesses may more effectively comprehend each customer’s requirements and preferences by having a comprehensive and thorough picture of each of them.
The gathering and administration of customer data is an important component of CRM and analytics. Businesses must make sure that they are gathering accurate and pertinent consumer information and that this information is being properly managed and kept. To maintain a track record of client interactions and preferences, data management systems such as customer relationship management software may be used. Doing so can ensure that each and every customer is attended to and satisfied at every point of contact with the company.
The capacity to use data to customize client experiences is a crucial component of CRM and analytics. Businesses may offer tailored content and marketing messages, adapt goods and services to fit consumer wants, and improve customer assistance by utilizing this customer data. Doing so improves and increases the overall value that is provided to the consumer.
Analytics may also be used to spot patterns and trends in consumer behavior, giving companies the information they need to optimize the customer experience. Businesses may use analytics to find the source of an issue and take action to fix it. For instance, if a certain product or service is frequently receiving unfavorable reviews, they can undertake specific changes in the offering to avoid such things being repeated in the future.
In conclusion, utilizing the strengths of CRM and analytics to gather information and enhance the customer experience constitutes the third pillar of Omnichannel customer experience management. By gathering and analyzing customer data, businesses may better understand their customers and use this insight to offer more individualized and efficient service. In the end, this may result in stronger branding, more devoted clients, and better revenue.
The 4th Pillar
The fourth pillar of Omnichannel customer experience management is publishing and marketing automation. This pillar is all about acting in accordance with the knowledge and insights gained from the first three pillars. This is one of the most important aspects of consumer experience management as this is what is directly
Following an analysis of the data from social media, the web, email, and offline encounters, chats, and calls, it is crucial to take action by segmenting your client base and developing a communication strategy to reach out to them successfully. The use of marketing automation solutions may become necessary in such a situation, according to the number of consumers that this step may involve.
Making specific content that caters to the particular requirements and interests of various client segments is one approach to this. For instance, a business might produce content that speaks to the particular pain points of a certain consumer group and disseminate it through several channels, including social media, email, and the business website.
Businesses may track and evaluate the success of their marketing activities with the help of marketing automation. Businesses can then fine-tune their strategy and concentrate on the most successful channels and methods by seeing which campaigns are producing the most engagement, leads, and sales, thereby improving the overall growth of the brand.
Businesses may provide their consumers with a more engaging and customized experience by utilizing the power of marketing automation and targeted communications. Increased client loyalty, a greater customer lifetime value, and eventually more sales for the company are possible outcomes of this.
Finally, the fourth pillar of customer experience management focuses on taking appropriate action in light of the knowledge gathered from the other three pillars. Businesses may give their consumers a more engaging and customized experience, which will boost customer loyalty and income, by employing marketing automation technologies to produce focused messages and monitor the success of their campaigns.
Listen. Evaluate. Act – A framework for implementing the 4 Pillars of Omnichannel Customer Experience.
Now that we have understood what exactly the 4 pillars are, it is important to understand how brands can implement them into their customer experience delivery. Listen. Evaluate. Act- is a straightforward framework for harnessing the capabilities of the four pillars and ensuring world-class customer experiences.
Listen to the first pillars. In this, we gather data (conversations) from channels like social media, the web, emails, offline touchpoints, chats, and phone calls. In the first step, we consolidate all the relevant conversations with customers.
Evaluate: The third pillar. In this step, as the name suggests, we evaluate the conversations and data that we have assimilated in the previous step. This may include the use of CRMs and analytics tools.
Using these tools, we make sense of the raw data that we have collected.
Act, the fourth pillar. In this step, we make use of everything that we have done so far. With the data and the sense we have made of it, we devise a plan of action. This usually involves a response that the brand may put forth to the customers. This makes the third stage the most important because it is what will be directly consumed by the end consumer.
The Listen,-Evaluate-Act framework, allows for systematic delivery of world-class customer experience, paired with the 4 pillars of omnichannel customer experience can ensure that each customer is satisfied with a world-class customer experience
How Konnect Insights Modules can empower the 4 pillars
The 8 modules of Konnect Insights are as follows; let’s see how these modules can empower your brand when utilized with the four pillars of omnichannel customer experience management.
The first pillar involves listening to conversations on social channels. This can be undertaken within Konnect Insights with the help of the social listening module, which provides users with conversations based on the search queries posted by the user. These conversations are being tracked from all social and web channels like Facebook, Twitter, quora, Reddit, etc.
The second pillar involves tracking conversations from chats and calls. This is possible with the expansive integrations available within Konnect Insights, which allow for conversations from calls and chats to come into Konnect Insights as tickets.
The third pillar involves CRM tools and analytics. With the Konnect Insights Social CRM, Analytics, BI Tools, and Dashboards module, you can sort these conversations systematically (based on severity, sentiment, etc.), and the analytics can help you make sense of these conversations to help you build effective business plans that uplift your customers’ engagement and satisfaction.
The fourth pillar is publishing and marketing automation. With the Publishing module in Konnect Insights, brands can publish posts across social media channels like Facebook, Twitter, Instagram, Linkedin, Youtube, and many more. Konnect Insights also provides chat automation, which allows brands to automate their response management and streamline their process. Utilizing Konnect Insights automation can help your brand save resources. With over 20 use cases, the automation module is made to perfectly suit every need.
Conclusion
To conclude, the four pillars are the premise on which brands can build their own customer experience management framework. It is a route that can be followed for CXM to ensure world-class levels of customer experience and ensure 100% customer satisfaction
The first pillar places a strong emphasis on the value of communicating with and listening to consumers through a variety of channels, including social media, the web, emails, and in-person contacts. Companies may enhance their goods and services by regularly monitoring these channels to learn about the preferences, viewpoints, and pain points of their customers.
In order to answer consumer problems and provide fast support, the second pillar emphasizes the need to pay attention to customer care channels, including chats and phone calls. Businesses that employ these channels are better able to serve their consumers’ demands as the use of chat and messaging applications increases.
The third pillar places a focus on the significance of gathering and evaluating customer data, which may offer insightful knowledge on the behavior, preferences, and expectations of customers. Customer relationship management (CRM) and analytics solutions enable businesses to provide tailored client experiences that boost customer loyalty and boost revenue.
The emphasis of the fourth and final pillar is on the use of marketing automation and publishing to provide targeted communications to certain client categories. Organizations may deliver pertinent and interesting content that connects with their audience by developing a communication strategy that makes use of consumer insights.
Taken together, the Four Pillars of Omnichannel Customer Experience Management provide a holistic approach to creating memorable customer experiences. Companies may stand out from the competition and create enduring connections with their consumers by paying attention to customer feedback, interacting with customers across a variety of channels, and leveraging data and technology to promote personalization. In the end, this may result in greater client retention, better revenue, and improved brand recognition.
