Forrester Predicts: Customer Experience Advances Critical in 2021
Despite the effort that companies have made to improve their customer experience, it’s likely your consumers still struggle to complete basic tasks when transacting with you online. In fact, 40% of consumers struggle to complete basic tasks on retail websites, according to our recent eCommerce survey. Even if you have support channels available, shoppers are far more likely to give up and leave. According to our findings, 43% of consumers said that it’s important for proactive information to be provided.
The pressure of new digital customer expectations—driven by COVID-19 restrictions—means 2021 will be a year where companies must double down on digital experiences, operations, products, and ecosystems. According to Forrester’s Predictions 2021 Guide, the value of your company in the new future depends on how customer-obsessed, resilient, creative, and adaptive you are in jumping to the next growth curve in your industry. Specifically, Forrester highlights considerations for both digital marketing and customer experience leaders:
Chief marketing officers and customer experience leaders can increase efficiency at scale: “Spend on loyalty and retention marketing will increase by 30% as chief marketing officers assert control over the full customer lifecycle.”
Ask yourself this: Do you put your customer at the center of everything you do: leadership, strategy, and operations? As customers become more familiar and comfortable with digital tools, their new needs and expectations are pushing companies to create seamless experiences for the digital-first new normal.
Disjointed experiences can result in lost customers and revenue. On the other hand, you can experience growth if you simplify customer experiences in our increasingly complicated online world with digital guidance technology.
Growth comes from the continued use of a company’s offering, so it’s imperative to focus on acquiring customers who will stick around for the long haul. Start by providing a frictionless experience–one that removes anything that impedes your customers from completing their journey. You’ll create loyal, lifelong customers who are less likely to abandon and more likely to recommend your company to others.
Customer experience is central to success in 2021: “25% of brands will achieve statistically significant advances in customer experience (CX) quality in 2021.”
Digital channels and products’ importance were growing in recent years, but the pandemic has radically accelerated this trend. As we move into the new year, we’re going to see more strategic efforts from companies, enabling them to better deal with the forced evolution of CX caused by Covid-19.
While the upcoming season may be filled with uncertainty, there is a fact you can count on. By delivering information and updates to customers, employees, and partners in a timely and proactive way, you can meet your digital customers’ expectations. To succeed with proactive communication, a banner on your website is no longer sufficient. Customers need to be given information proactively in the context of their current interaction.
As you look to provide a top-notch customer experience next year and beyond, the old ways of doing it are no longer sufficient. It’s time for a more proactive approach to ensure your customers’ success and maximize your revenue.