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63 percent of consumers in LATAM said that a bad interaction with a company’s support service can ruin their day.
81 percent of Latin American consumers are willing to spend more with companies that provide a seamless customer experience between all their contact points.
73 percent of customers want businesses to use the data they collect to deliver truly personalized experiences.
The consumer is the main token that brands have to show their success in the highly competitive market we live in today. That’s why customer experience has become a growing priority and a new study reaffirms that global leaders are keeping an eye on this feature in their businesses.
Given this scenario, it seems that brands are beginning to evaluate what they do wrong to satisfy the customer experience. It is known that everything that a company tends to formulate from the perspective of the interest it produces in its users, because without them, it would cease to exist.r.
According to various specialists in the field, the term customer experience (CX) is defined as the perceptions that a client or consumers have after interacting with any agent of a company.
This characteristic can be translated into the interaction that can be rational, physical, emotional and affects their behavior of people with a brand and it can be translated into the acquisition of a product, loyalty and even attraction to new customers.
Given this definition, this is not something that is currently applied, since it has always been seen as a measurement mechanism in business, so a positive experience is crucial for the success of your business, because a happy customer is the one that has a high probability of becoming a loyal customer, which will increase revenue considerably.
Data refer that 73 percent of consumers say a good experience is key to influence brand loyalty.
According to the multinational professional services firm PwC, it explained that 84 percent of the companies that who strive to improve their customer experience strategy claim to have increased their revenue.
Global leaders and customer experience
Through an exclusive interview for Merca2.0, Walter Hildebrandi, Chief Technology Officer (CTO) LATAM, for Zendesk, He highlighted that there was a measurable increase in customer service requests last year. For this reason, business leaders foresee an increase in volume for this year, which means that the CX areas will require investments to be able to compete better.
In this sense, the specialist reveals that, according to a Zendesk report, 81 percent of leaders globally see the customer experience and support as growing priorities over the next 12 months.
“From a consumer perspective, customers are making it clear that they want natural and seamless interactions with businesses, regardless of the channel through which they are served. One of the most important trends is immersive experiences, that is, more fluid experiences between the customer and the brand, where the customer feels valued and truly cared for,” he says.
In this sense, he mentions that brands must provide a quick and fluid response, since customers want be served shortly after contacting the brand and appreciate natural interactions and the agile exchange of information.
“You have to achieve true personalization and that is where companies have found a great challenge: collect the data they have on each of their customers, regardless of the channel through which they have contacted and use it in the best way, preventing them from being isolated and thus being able to offer different options and help them solve problems”, he explains.
Taking into account the data from the most recent Zendesk report, “Global Customer Experience Trends Report”, it argues that to remain on the consumer side, brands must enable an experience that is 100 percent omnichannel, In other words, the client can interact with the brands through the channel they like and jumping from one to one without losing the context and creating continuity.
“An interesting finding was consumer acceptance of artificial intelligence applied to customer service. In the report, 77 percent of consumers said bots work well when answering simple queries, 71 percent believe they respond faster than human agents and 67 percent believe they can be trusted to deliver accurate and useful information.”
In short, there are many reports that reveal the growth of this sector. As SAAS research, which shows that companies, which actively prioritize CX, see an increase in revenue.
As this is also an opinion supported by a report by Deloitte and Touche, which states that companies that align with customer needs are 60 percent more profitable than companies that do not.
And this is how companies are also dedicating more resources to CX, and according to another survey carried out by Gartner in 2019 showed that among respondents, only 10 percent of companies did not have a chief experience officer (CXO) or chief customer service officer (CCO).
In conclusion, as the years go by the tools to offer good CX are growing, so having the quality to give excellent customer service will be essential to guarantee longevity of business, building resilience, managing uncertainty, and ensuring profitability.
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