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CXM Industry Techniques: Before And After Lockdown

QDegrees

22-09-2022

<h2 style="margin: 15pt 0in 7.5pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><strong><span style="font-family:"Helvetica","sans-serif"; mso-bidi-font-family:Arial;color:#151515">CXM Industry Techniques</span></strong><strong><span style="font-family:"Helvetica","sans-serif";mso-bidi-font-family:Arial; color:#151515;mso-bidi-font-weight:normal"> - </span></strong></h2><p style="margin: 0in 0in 7.5pt; line-height: 22.5pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-size:11.0pt;font-family: "Helvetica","sans-serif";mso-bidi-font-family:Arial;color:#151515">2020 witnessed multiple governments across the world imposing lockdowns to control the spread of the Covid-19 pandemic. Throughout this period, government policies and regulations kept changing and organizations had to adopt a dynamic approach to function efficiently.<o:p></o:p></span></p><p style="margin: 0in 0in 7.5pt; line-height: 22.5pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-size:11.0pt;font-family: "Helvetica","sans-serif";mso-bidi-font-family:Arial;color:#151515">Consumer behavior, needs, and expectations also evolved drastically during this period. Organizations have realized that customer experiences (CX) cannot remain the same. Therefore, organizations have been confronted with the need to significantly alter their CX services in India and abroad.<o:p></o:p></span></p><p style="margin: 0in 0in 7.5pt; line-height: 22.5pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-size:11.0pt;font-family: "Helvetica","sans-serif";mso-bidi-font-family:Arial;color:#151515">Let us explore CXM (Customer Experience Management) industry techniques before the lockdown and how they have been modified:<o:p></o:p></span></p><h2 style="margin: 0in 0in 0.0001pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-size:11.0pt;font-family:"Helvetica","sans-serif";mso-bidi-font-family: Arial;color:#151515;font-weight:normal"> </span></h2><h2 style="margin: 0in 0in 0.0001pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-size:11.0pt;font-family:"Helvetica","sans-serif";mso-bidi-font-family: Arial;color:#151515;text-transform:uppercase">FOCUSSING ON EMPATHY</span></h2><p style="margin: 0in 0in 7.5pt; line-height: 22.5pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-size:11.0pt;font-family: "Helvetica","sans-serif";mso-bidi-font-family:Arial;color:#151515">Multiple research reports have accentuated the importance of empathy in selling as well as building customer experiences. However, due to the pressure of BAU (business as usual), a brand’s focus while interacting with customers would be to maximize ROI across multiple touchpoints during the pre-lockdown era. During the lockdown, brands realized that it is important to be considerate rather than being perceived as trying to profit at the customer’s expense.<o:p></o:p></span></p><p style="margin: 0in 0in 7.5pt; line-height: 22.5pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-size:11.0pt;font-family: "Helvetica","sans-serif";mso-bidi-font-family:Arial;color:#151515">Hence, brands are leveraging emotional intelligence to devise customer experiences that highlight the humane aspects of a brand.  They are building their business processes around customers. Brands are investing heavily in offering digital experiences. They are also establishing continuous and robust feedback loops.<o:p></o:p></span></p><p style="margin: 0in 0in 7.5pt; line-height: 22.5pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-size:11.0pt;font-family: "Helvetica","sans-serif";mso-bidi-font-family:Arial;color:#151515">Apart from implementing these practices, brands have started weaving empathy in their communication with customers. They are enquiring about the well-being of customers, finding their pressing needs, and offering meaningful shopping and servicing experiences.<o:p></o:p></span></p><p style="margin: 0in 0in 7.5pt; line-height: 22.5pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-size:11.0pt;font-family: "Helvetica","sans-serif";mso-bidi-font-family:Arial;color:#151515">Across the most hard-hit geographies, companies were quick to build and deploy mobile apps, digital delivery, and contactless payment options for the continuity of services. For instance, Ping An Bank in China rolled out a new “Do It At Home” functionality that saw 8 million page views and 12 million transactions within fifteen days.  Similarly, retail outlets, restaurants, and sundry providers were quick to roll out apps and QR codes for contactless scanning of menus and payments.<o:p></o:p></span></p><h2 style="margin: 0in 0in 0.0001pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-size:11.0pt;font-family:"Helvetica","sans-serif";mso-bidi-font-family: Arial;color:#151515;text-transform:uppercase"><br> INCREASED ADOPTION OF AI AND AUTOMATION<o:p></o:p></span></h2><p style="margin: 0in 0in 7.5pt; line-height: 22.5pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-size:11.0pt;font-family: "Helvetica","sans-serif";mso-bidi-font-family:Arial;color:#151515">Although the </span><span style="font-size:11.0pt;font-family:"Helvetica","sans-serif"; mso-bidi-font-family:"Times New Roman""><a href="https://www.qdegrees.com/blog/how-ai-is-gradually-influencing-customer-experience---what-we-need-to-do"><span style="mso-fareast-font-family:"Times New Roman";mso-fareast-theme-font:major-fareast; mso-bidi-font-family:Arial;color:#337AB7">advent of AI and automation</span></a></span><span style="font-size:11.0pt;font-family:"Helvetica","sans-serif";mso-bidi-font-family: Arial;color:#151515"> has been occurring at an exponential pace, it was believed that the application of these technologies in customer experience-related operations would occur at a steady pace. The involvement of humans has always been pivotal in ensuring holistic and gratifying customer experiences. Incidentally, as per a survey conducted by leading research and consulting firm in 2018, it was predicted that approximately 25% of customer service-related operations would be augmented by artificial intelligence and chatbots.<o:p></o:p></span></p><p style="margin: 0in 0in 7.5pt; line-height: 22.5pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-size:11.0pt;font-family: "Helvetica","sans-serif";mso-bidi-font-family:Arial;color:#151515">However, the restrictions imposed due to lockdowns seem to have expedited the adoption of AI and Automation across customer experience operations. A recently conducted survey reveals that 71% of decision makers across IT departments of different organizations fervently believe that AI and automation could improve customer service. Unsurprisingly, 64% of these respondents are already preparing to increase their spending on automation from henceforth.<o:p></o:p></span></p><p style="margin: 0in 0in 7.5pt; line-height: 22.5pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-size:11.0pt;font-family: "Helvetica","sans-serif";mso-bidi-font-family:Arial;color:#151515">Organizations offering CXM services in India have realized that chatbots have become an integral part of several customer service teams across enterprises. Hybrid models are emerging where simpler, minor, and repetitive queries are handled by chatbots. Examples would include - resetting passwords or acquiring transaction statements or getting access to a particular month’s bill etc. Chatbots would also be able to weave personalization into their interactions with customers. By humanizing your brand’s voice, they can practice consistency across conversations with customers. For instance, chatbots can quickly analyze buying preferences of a customer and make suitable recommendations while chatting with them.<o:p></o:p></span></p><p style="margin: 0in 0in 7.5pt; line-height: 22.5pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-size:11.0pt;font-family: "Helvetica","sans-serif";mso-bidi-font-family:Arial;color:#151515">Asian Paints, India’s largest paints corporation leverages AI and machine learning to offer dealers personalized product suggestions. When the company first set up a call center, they were concerned the tele agents wouldn’t be able to match the familiarity and trust of a traditional customer relationship manager but customers interacting with the call center soon started sharing high satisfaction rates.<o:p></o:p></span></p><h2 style="margin: 0in 0in 0.0001pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-size:11.0pt;font-family:"Helvetica","sans-serif";mso-bidi-font-family: Arial;color:#151515;text-transform:uppercase"><br> ENABLING SELF-SERVICE THROUGH HOLISTIC KNOWLEDGE BASES<o:p></o:p></span></h2><p style="margin: 0in 0in 7.5pt; line-height: 22.5pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-size:11.0pt;font-family: "Helvetica","sans-serif";mso-bidi-font-family:Arial;color:#151515">Organizations have invested heavily in customer support and servicing teams. However, due to the lockdowns, customer service capacities were considerably impacted. Hence, firms stepped up by enhancing their knowledge bases and refining self-service through multiple touch-points.<o:p></o:p></span></p><p style="margin: 0in 0in 7.5pt; line-height: 22.5pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-size:11.0pt;font-family: "Helvetica","sans-serif";mso-bidi-font-family:Arial;color:#151515">A knowledge base is a comprehensive repository of relevant and actionable information for customers. During the new normal, customers are inclined toward seeking resolutions through self-service. For instance, a survey revealed that if knowledge sources were accessible through self-service, then 91% of respondents preferred to use them. 75% of respondents were satisfied with online support as long as it was reliable. Hence it is clear that if a knowledge center provides information that is easily available and fairly reliable, then customers are happy to service themselves.<o:p></o:p></span></p><p style="margin: 0in 0in 7.5pt; line-height: 22.5pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-size:11.0pt;font-family: "Helvetica","sans-serif";mso-bidi-font-family:Arial;color:#151515">A case in point is Panamax, a leading telecom company that enabled 4x more website traffic, leading to a 5x increase in new customer sign-ups and 7x more monthly revenue using their self-service customer portal.<o:p></o:p></span></p><p style="margin: 0in 0in 7.5pt; line-height: 22.5pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-size:11.0pt;font-family: "Helvetica","sans-serif";mso-bidi-font-family:Arial;color:#151515">Democratizing access to the best CXM talent thanks to remote opportunities<o:p></o:p></span></p><p style="margin: 0in 0in 7.5pt; line-height: 22.5pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-size:11.0pt;font-family: "Helvetica","sans-serif";mso-bidi-font-family:Arial;color:#151515">It would be an understatement to claim that the pandemic and the subsequent lockdowns ended up disrupting workforces across the globe.<o:p></o:p></span></p><p style="margin: 0in 0in 7.5pt; line-height: 22.5pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-size:11.0pt;font-family: "Helvetica","sans-serif";mso-bidi-font-family:Arial;color:#151515">Before the lockdown, customer service teams had to operate on-premise. Hence highly talented and skilled customer experience management professionals who may be unable to work from a location defined by the organization were unlikely to be hired. This meant that organizations were compromising on their recruitment strategy.<o:p></o:p></span></p><p style="margin: 0in 0in 7.5pt; line-height: 22.5pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-size:11.0pt;font-family: "Helvetica","sans-serif";mso-bidi-font-family:Arial;color:#151515">Secondly, due to data-security compliances and the requirement of relevant infrastructure, customer service professionals needed to work from their offices or centers</span><span style="font-size:11.0pt;font-family:"Helvetica","sans-serif"; mso-bidi-font-family:"Times New Roman""><a href="https://www.qdegrees.com/"></a></span><span style="font-size:11.0pt;font-family:"Helvetica","sans-serif";mso-bidi-font-family: Arial;color:#151515">.<o:p></o:p></span></p><p style="margin: 0in 0in 7.5pt; line-height: 22.5pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-size:11.0pt;font-family: "Helvetica","sans-serif";mso-bidi-font-family:Arial;color:#151515">However, post-lockdown organizations have invested heavily in redesigning their processes and infrastructure to enable remote working. This has also opened up the possibilities of hiring talent from any part of the globe.<o:p></o:p></span></p><p style="margin: 0in 0in 7.5pt; line-height: 22.5pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-size:11.0pt;font-family: "Helvetica","sans-serif";mso-bidi-font-family:Arial;color:#151515">Working remotely has also become acceptable to professionals almost overnight. Since the imposition of the lockdowns, professionals across the globe, including those in the customer management arena, are actively looking out for remote positions.<o:p></o:p></span></p><p style="margin: 0in 0in 7.5pt; line-height: 22.5pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-size:11.0pt;font-family: "Helvetica","sans-serif";mso-bidi-font-family:Arial;color:#151515">For instance, a UK-based e-commerce retailer can hire an expert who can offer CXM services from India without having to relocate abroad.<o:p></o:p></span></p><h2 style="margin: 0in 0in 0.0001pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-size:11.0pt;font-family:"Helvetica","sans-serif";mso-bidi-font-family: Arial;color:#151515;text-transform:uppercase"><br> ENABLING A DIGITAL-FIRST CUSTOMER EXPERIENCE MANAGEMENT CULTURE<o:p></o:p></span></h2><p style="margin: 0in 0in 7.5pt; line-height: 22.5pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-size:11.0pt;font-family: "Helvetica","sans-serif";mso-bidi-font-family:Arial;color:#151515">Despite the gargantuan growth in spending across digital media marketing platforms throughout the last decade, certain brands were still not keen on creating or scaling their digital presence. Their loyal customers were forced to shop through offline outlets or explore online marketplaces. Small and medium enterprises also took their time for adopting digital platforms. For several firms, the inability to go digital was due to internal resistance. Therefore, apart from being a business problem, this was also a challenge caused by culture.<o:p></o:p></span></p><p style="margin: 0in 0in 7.5pt; line-height: 22.5pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-size:11.0pt;font-family: "Helvetica","sans-serif";mso-bidi-font-family:Arial;color:#151515">The occurrences of 2020 have been a rude awakening for such firms. Apart from the rise of new customers, there was a pronounced shift in online consumer habits. For instance, 55% of users accessing online education from Southeast Asia in 2020 were new consumers. 34% of respondents from the same region admitted that they were ordering food more than before the lockdown.<o:p></o:p></span></p><p style="margin: 0in 0in 7.5pt; line-height: 22.5pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-size:11.0pt;font-family: "Helvetica","sans-serif";mso-bidi-font-family:Arial;color:#151515">The adoption of digital platforms to browse, transact and offer feedback by consumers has exponentially increased.<br> Brands have realized that going digital is no longer just an option. According to a survey conducted by IBM, 59% of respondents admitted that digital transformation has accelerated in their organizations. Recently, Etsy partnered with creative visualization studio The Boundary to develop a virtual house they call The Etsy House that helps customers with a virtual walkthrough enabled by AR to explore curated items from their marketplace displayed in a 360-degree tour.<o:p></o:p></span></p><p style="margin: 0in 0in 7.5pt; line-height: 22.5pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-size:11.0pt;font-family: "Helvetica","sans-serif";mso-bidi-font-family:Arial;color:#151515"><br> Organizations have no choice but to adopt a digital-first approach.<o:p></o:p></span></p><p style="margin: 0in 0in 7.5pt; line-height: 22.5pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-size:11.0pt;font-family: "Helvetica","sans-serif";mso-bidi-font-family:Arial;color:#151515">Such an approach would include<o:p></o:p></span></p><p style="margin: 0in 0in 7.5pt; line-height: 22.5pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-size:11.0pt;font-family: "Helvetica","sans-serif";mso-bidi-font-family:Arial;color:#151515">●</span><span style="font-size:11.0pt;font-family:"Helvetica","sans-serif";mso-bidi-font-family: "Bahnschrift Light";color:#151515">  </span><span style="font-size: 11.0pt;font-family:"Helvetica","sans-serif";mso-bidi-font-family:Arial; color:#151515"> </span><span style="font-size:11.0pt;font-family:"Helvetica","sans-serif"; mso-bidi-font-family:"Bahnschrift Light";color:#151515"> </span><span style="font-size:11.0pt;font-family:"Helvetica","sans-serif";mso-bidi-font-family: Arial;color:#151515">Building and refining customer journeys through online channels<br> ●</span><span style="font-size:11.0pt;font-family:"Helvetica","sans-serif"; mso-bidi-font-family:"Bahnschrift Light";color:#151515">  </span><span style="font-size:11.0pt;font-family:"Helvetica","sans-serif";mso-bidi-font-family: Arial;color:#151515"> </span><span style="font-size:11.0pt;font-family:"Helvetica","sans-serif"; mso-bidi-font-family:"Bahnschrift Light";color:#151515"> </span><span style="font-size:11.0pt;font-family:"Helvetica","sans-serif";mso-bidi-font-family: Arial;color:#151515">Enabling digital to promote offerings and interact with customers<br> ●</span><span style="font-size:11.0pt;font-family:"Helvetica","sans-serif"; mso-bidi-font-family:"Bahnschrift Light";color:#151515">  </span><span style="font-size:11.0pt;font-family:"Helvetica","sans-serif";mso-bidi-font-family: Arial;color:#151515"> </span><span style="font-size:11.0pt;font-family:"Helvetica","sans-serif"; mso-bidi-font-family:"Bahnschrift Light";color:#151515"> </span><span style="font-size:11.0pt;font-family:"Helvetica","sans-serif";mso-bidi-font-family: Arial;color:#151515">Simplifying buying experiences using applications<br> ●</span><span style="font-size:11.0pt;font-family:"Helvetica","sans-serif"; mso-bidi-font-family:"Bahnschrift Light";color:#151515">  </span><span style="font-size:11.0pt;font-family:"Helvetica","sans-serif";mso-bidi-font-family: Arial;color:#151515"> </span><span style="font-size:11.0pt;font-family:"Helvetica","sans-serif"; mso-bidi-font-family:"Bahnschrift Light";color:#151515"> </span><span style="font-size:11.0pt;font-family:"Helvetica","sans-serif";mso-bidi-font-family: Arial;color:#151515">Offering consistency in service levels across online and offline platforms<br> ●</span><span style="font-size:11.0pt;font-family:"Helvetica","sans-serif"; mso-bidi-font-family:"Bahnschrift Light";color:#151515">  </span><span style="font-size:11.0pt;font-family:"Helvetica","sans-serif";mso-bidi-font-family: Arial;color:#151515"> </span><span style="font-size:11.0pt;font-family:"Helvetica","sans-serif"; mso-bidi-font-family:"Bahnschrift Light";color:#151515"> </span><span style="font-size:11.0pt;font-family:"Helvetica","sans-serif";mso-bidi-font-family: Arial;color:#151515">Creating online content that enables customers to remain informed as well as transact<br> ●</span><span style="font-size:11.0pt;font-family:"Helvetica","sans-serif"; mso-bidi-font-family:"Bahnschrift Light";color:#151515">  </span><span style="font-size:11.0pt;font-family:"Helvetica","sans-serif";mso-bidi-font-family: Arial;color:#151515"> </span><span style="font-size:11.0pt;font-family:"Helvetica","sans-serif"; mso-bidi-font-family:"Bahnschrift Light";color:#151515"> </span><span style="font-size:11.0pt;font-family:"Helvetica","sans-serif";mso-bidi-font-family: Arial;color:#151515">Fostering a digital championing culture, especially in delivering customer experiences<o:p></o:p></span></p><p> </p><p style="margin: 0in 0in 7.5pt; line-height: 22.5pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><span style="font-size:11.0pt;font-family: "Helvetica","sans-serif";mso-bidi-font-family:Arial;color:#151515">As organizations and institutions are opening up, they are realising that the ‘new normal isn’t temporary. Reverting to pre-lockdown practices isn’t an option anymore as customer expectations have been remolded. With brands wanting to bring about a paradigm shift in delivering customer experiences, it is clear that firms offering</span><span style="font-size:11.0pt;font-family:"Helvetica","sans-serif"; mso-bidi-font-family:"Times New Roman""><a href="https://www.qdegrees.com/"><span style="mso-fareast-font-family:"Times New Roman";mso-fareast-theme-font:major-fareast; mso-bidi-font-family:Arial;color:#337AB7"> CXM services in India</span></a></span><span style="font-size:11.0pt;font-family:"Helvetica","sans-serif";mso-bidi-font-family: Arial;color:#151515"> will be in high demand for their offerings.<o:p></o:p></span></p>

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