Talking CX: Understanding the role of technology within CX

In our fast-changing tech world, it's tempting to chase every trend. But always remember: customer experience (CX) is non-negotiable. Balancing tech innovation and superb CX is an art every business must perfect.

We interviewed insight6 specialist?Lucy Knight?to understand how businesses can seamlessly align new tech initiatives with a customer-centric approach.

What advice would you give a business when considering its customer-facing technology?

I can't stress enough the importance of getting the basics right first. New technology is great if it works and solves a customer and business problem. You can only successfully implement new technology if the foundations are strong.

I've seen businesses jump to add a webchat service to their website when they aren't consistently delivering a good service via phone or email. The company may think this new channel will improve its CX; however, adding an extra communication layer without addressing the underlying issues only transfers the problem and sometimes exacerbates it.

Before implementing new tech, a business needs to ask, 'Is there a customer or business need or problem to be solved?' and 'What are the risks and benefits?'

Where do companies stumble in adopting new technology?

Companies often make assumptions about their customers' wants or needs without asking them. The reality is usually very different.

Customers get frustrated when faced with new technology that needs to make sense or solve their problems. It is much better to keep things simple and ensure they deliver consistently good CX before considering new options.

Everyone in your business must understand and be able to articulate the CX strategy and how their role fits. This includes your customer-facing teams in how they answer calls or emails, the web development team and everyone in between.

Once these basics work as smoothly as possible, you can implement new technology to add to and improve the CX. However, implementation and continued development need to be closely monitored and measured.

Does any company impress you with their tech implementation?

Amazon does tech well, and they have changed the face of online retail - raising the bar for what consumers now expect from a buying experience.

They have a clear CX strategy that enables consumers to buy instantly without having to think too intensely about their decision – because they know the return and refund service is so good if they change their minds.

90% of purchase decisions are made emotionally and then justified intellectually, so how you make your customers feel converts directly to commercial success. Amazon has understood this and defined exactly how it wants its customers to touch, ensuring consistency across the business.

What's the key to delivering excellent CX for a business?

You need to be fully connected as a business to have an effective CX strategy—understanding what effect a decision made in one department may have on another and the end customer.

A significant warning sign is when a business operates in silos. It's crucial for everyone, regardless of their department, to embrace a customer-centric mindset. Every business decision impacts the end customer.

Measurement is vital, as decisions should be evidence-based. Just 1 in 26 dissatisfied customers will complain, allowing you to resolve their issues. That's why consistently measuring every customer touchpoint along the journey is critical, rather than haphazard and sporadic approaches.

Could you tell us about a bad customer experience you've had?

I've had my share of bad customer experiences, but one that stands out is my recent washing machine purchase. I meticulously researched the make and model and decided to buy it directly from the manufacturer due to the promised quick delivery on their website. However, once I completed the purchase, the delivery date aligned differently from what was initially indicated.

Upon contacting their customer service, I discovered a technology flaw. The company's website couldn't display real-time product availability, and the teams responsible for updating stock levels weren't effectively communicating, operating in silos. This frustrating experience was primarily caused by the company's inefficient use of technology. It serves as a reminder that businesses should not only regularly test their customer journeys but also invest in the fundamentals of their operations.

What drew you to insight6 and the CX business ownership?

After gaining experience in customer-focused roles in the corporate world, I wanted to apply my expertise locally and explore the opportunity to work independently alongside my husband in our next life chapter. Richard Knight comes from a pharmaceutical sales background, and our diverse skill sets have allowed us to establish a versatile business serving a wide range of clients.

What is your favourite part of the job?

I enjoy the variety of clients and industries, but more importantly, the difference you can make to a client's business. When a client understands the value of CX and its essential role in their business, you can make giant leaps forward and add value. ?

About the author:?

Lucy Knight is an insight6 CX Specialist for Dorset, Bath and Wiltshire. Please feel free to reach out and?connect with Lucy on LinkedIn.?

Professional background: Lucy joined our team in 2019, bringing over two decades of invaluable experience from her previous role at Coca-Cola. In her time at Coca-Cola, Lucy managed the utilization of commercial technology, honing her expertise in enhancing customer experiences.

Lucy's professional journey began as a secondary school teacher, but her passion for customer-centric roles eventually led her to transition into the corporate world. Her extensive knowledge and background in customer-focused positions made her an ideal addition to insight6. Lucy and her husband Richard have been dedicated to elevating the customer experience for our clients through her profound insights and expertise.

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At insight6, our unique and tailored solutions allow businesses to transform their customer experience cost-effectively, from end to end, with the dedicated support of a local specialist. To find your local Specialist to transform your customer experience, call +44 (0) 800 970 8987 or visit?www.insight6.com.?

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