*By Caroline Farinelli
In an increasingly competitive market, the concept of Customer Experience (CX) has gained strength, making the area dedicated to customer service a priority pillar in the companies' strategy. To ensure a satisfactory experience, it is necessary to pay attention to all stages of the consumer's journey, from the first contact with the brand, to the completion of a purchase. In the end, the image that the company will transmit, positive or negative, is what will define loyalty, increasing the chances of indicating the company's services and products to your network of contacts.
According to a survey carried out by the Harvard Business Review, 73% of business leaders point out that, today, providing a relevant and reliable experience is essential for the performance of companies and 93% believe that the importance of these experiences should increase even more in the next two years. In addition, satisfied customers buy again 80% of the time and spend an average of 70% more than their first purchase, according to a WCES study.
Given this scenario, the starting point to guarantee the desired satisfaction includes mapping and understanding the company's needs, offering solutions that adhere to what it expects, in addition to drawing up a strategic plan and analyzing metrics such as NPS (Net Promoter Score), CSAT (Customer Satisfaction) and CES (Customer Effort Index).
Another important aspect is related to the follow-up of the customer's journey, since it is necessary to assist them throughout the purchase process. This increases trust and provides assurance that the company is available and willing to support you on a 360º journey. Bringing it to the reality of technology organizations, for example, this path ranges from the Assessment, that is, the analysis of the IT environment and diagnosis for project definition, to the choice of the most adherent technology, as well as the implementation and post -sale.
The importance of an engaged team and investment in technology
Offering a differentiated experience is very much in line with the way the service provider nurtures this purpose internally. More than an engaged leader, it is essential that the company culture is people-oriented and that the team, as a whole, is satisfied and entirely dedicated to the project. For this, it is necessary to increase the interest in developing a humanized organization, with a central focus on people and, consequently, on the consumer.
On the other hand, technology also plays an imperative role in this regard. According to a study by Gartner, investing in technology is the second biggest concern for CEOs, after company growth. For CIOs, Customer Experience is one of the main options in the search for innovation.
This context makes clear the great synergy between digital transformation and user experience. Proof of this is the reality of companies in the software and technology market, which offer their partners not only the sale of solutions, but all the assistance necessary to truly understand their pain, since, in certain cases, the solution sought is not is needed at that time. This avoids undue expenses, leverages the business and, consequently, increases your satisfaction.
In this way, delivering results that exceed the expectations created has become a significant differentiator to strengthen the bond of trust and perpetuity between companies. From this, it is impossible not to mention integrity, which is nothing more than offering exclusively what guarantees value to the business in question, providing a service personalized and that generates obvious benefits in the short, medium and long term. Thus, we were able to visualize the customer's journey as a whole, from the service experience of the partner supplier, to the choice and implementation of technologies that allow companies to further optimize their business.
*Caroline Farinelli is Head of Customer Experience at SoftwareONE
Notice: The opinion presented in this article is the responsibility of its author and not of ABES - Brazilian Association of Software Companies
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