Understanding Customer Experience Automation (CXA)

Understanding Customer Experience Automation (CXA)

This article is a recap of “Growth Decoded” a show that investigates the relationship between the customer experience and business growth — one topic at a time. Register here and join the quest to conquer the customer experience!

When you’re starting out as a new business, you’re able to give your customers and contacts 1-on-1 attention. You can build relationships with them through personal interaction. You might even have the time to manually write out personal emails.

You’re able to provide an incredible customer experience.

But as your business grows, it takes more time to maintain your relationships — because there are more of them.

You have to account for more:

  • variations in the customer journey
  • differences in customer needs
  • support questions
  • buying situations
  • internal processes
  • overall communication

More customer experiences that you have to manage, account for, and deliver.

But — just because your business requires more time from you, doesn’t mean that you get more than 24-hours every day to work on it.

You’ve got a choice to make:

  1. Do more in less time
  2. Let the quality of your customer experience deteriorate

Let’s look at option 2 first:

Poor customer experiences lead to unhappy customers, who will stop doing business with you. Check this out:

  • A study by Zendesk found that 80% of consumers have stopped doing business with a company because of a negative experience.
  • An Accenture study found that, across industries, 52% of consumers switch brands in a given year due to poor customer service.
  • An American Express study in 2017 found that Consumers tell an average of 15 people about poor customer experiences with a business

So… providing poor customer experiences is essentially like the opposite of having a sales and marketing team working for you.

Worse than that, these recommendations from peers are trusted and valued at a level that VASTLY exceeds any marketing or sales efforts that you’re putting out there in the first place.

Take a look at this:

What does all this mean?

Creating poor experiences for your prospects or potential customers is basically like training a team of highly effective mercenaries whose sole purpose is to steer anyone and everyone away from ever doing business with you.

So, it seems pretty safe to say that letting the customer experience suffer isn’t your best option.

But how are you supposed to get more done in less time?

Well. That’s where “Customer Experience Automation” comes in.

Wait, automation? Doesn’t automation go against everything we know about individual experience and personalized messages? It’s the same thing over and over again, right?

How are you supposed to incorporate automation to improve something so unique and personal as the customer experience?

Watch the episode below and find out:

Watch the recording above to learn:

  • How you can use automation to provide more personalized customer experiences
  • Ways to send the right person the right message at the right time — on the right medium
  • How to organize and use the pile of customer data you collect
  • The ways a plant-based beverage company uses data and automation to ace their customer experiences
  • How to set up lead scoring and event tracking to begin automating the customer experience

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