Technology is shaping what customers expect from service providers. It’s not just about convenience anymore; it’s about making every interaction personal and relevant, said Jeanelle Mariani, Customer Success Manager at CXCOM, in a recent conversation with Shaun Dobbin, CEO and Founder at Glider.
Here are five key insights from their conversation that every business can benefit from paying attention to.
1. Consumers want convenience, everywhere.
Consumers today are used to the seamless experiences provided by businesses like Uber. These interactions have set a new standard, making convenience a must-have across all industries. Whether it’s a quick ride or a simple bill payment, consumers expect every interaction to be easy, fast and intuitive.
Takeaway: If your business isn’t continuously improving the customer experience to make every interaction smoother and more intuitive than before, it’s time to rethink your approach.
2. Personalisation is more than just using someone’s name.
Consumers expect to be known and understood by the brands they use. Jeanelle shared how personalisation is no longer about addressing someone by name – it's about recognising their individual preferences, behaviours, and needs, and creating memorable customer experiences. Personalisation is what makes customers feel heard and valued.
Takeaway: The more you know your customers, the better you can serve them. Use tools with data analytics and AI to better understand your customers’ behaviour, their preferences, and past interactions to provide relevant recommendations and solutions. This helps build customer loyalty long-term.
3. Omnichannel experiences are the new norm.
According to Jeanelle, there’s been a significant shift in how customers prefer to engage with service providers. Relying on just phone calls is not effective anymore. Consumers want to be able to interact through a variety of channels – SMS, live chat, email and social media. This demand for flexibility is changing the way companies need to approach customer service.
“Every touchpoint should reflect your brand’s values and commitment to the customer,” Jeanelle said. Consistency across channels builds trust and reinforces the overall experience. Customers should encounter a seamless experience regardless of how they interact with a brand, whether through a website, app, or a call to customer service.
Takeaway: Meet your customers where they are. The more channels you offer, the better you can serve their needs.
4. AI and automation are game changers. But use them thoughtfully.
Technology isn’t just making things easier for customers; it’s also helping businesses get smarter. AI and automation are giving companies deeper insights into customer behaviour, allowing them to make more informed decisions. From sentiment analysis to personalised experiences, these tools are transforming how companies operate. But integrating advanced tech isn’t just about keeping up; it’s about staying ahead, Jeanelle said. By leveraging data and automation, businesses can deliver more precise and impactful interactions, which boost customer satisfaction and loyalty.
CRM systems, chatbots and AI-driven analytics allow businesses to interact with customers in more targeted and effective ways. This not only improves the quality of interactions but also helps in anticipating customers’ needs. But tech is only powerful when it's used effectively, solving real pain points either for your customers or internally. Following every fad and trying every new tool takes resources that pull you away from your primary focus.
Takeaway: Embrace AI and automation but do it thoughtfully. It’s not about having the latest tech; it’s about using it to truly enhance the customer experience.
5. Start small and build on your wins.
Both Shaun and Jeanelle agree that while it’s tempting to go all-in on new technologies, businesses should focus on small, meaningful improvements first. Start by fixing what’s broken before adding new layers of complexity. This approach not only enhances the customer experience but also builds momentum within the business.
“Businesses often get caught up in doing too much too quickly. The key is to start small, focus on doing a few things well, and then build on those successes,” Shaun said. By starting small, you can experiment with new technologies and strategies without risking your entire operation.
Takeaway: Start small, celebrate successes and build from there. It’s about finding what resonates with your audience, what makes the customer experience better, and what makes it easier for your contact centre team to do their jobs well.
Want to learn more? Watch the full conversation below.
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