How Digital is Enhancing Customer Experience
Customer Experience (CX) encompasses every aspect of a company’s offering – the quality of customer care, advertising, packaging, product and service features, ease of use, and reliability. This means the entire interaction with your brand even before the consumer becomes a customer of your brand.
This article will look at CX in general but particularly as it pertains to Consumer Goods Companies.
Most Consumer Goods companies have historically not had direct contact with their customers as consumables were commonly purchased at supermarkets, wholesale and retail stores, etc. where companies have little or no control.
However, with the rise of digital technology, customers have started looking at alternate and more convenient ways of getting their needs. In addition to the change in channel, there is also a change in expectations and demand. Customers want to relate to their favorite brands and enjoy the experience of not just the product but purchasing the product. Suffice to say, the indirect contact Consumer Goods companies traditionally had with their customers is no longer sufficient.
Customer now want an omni-channel experience which is the continuity of the customer’s experience across multiple channels i.e. the customer starts interaction with the company on one channel (online chat), continues on another channel (email), completes on another channel (mobile app) and seeks support on another channel (phone) – all for one transaction without having to start over at each channel. This means all previous customer interactions have been stored for that customer.
