Customer experience should transcend the human and digital worlds

According to Aravind Kasturi, Senior Functional Architect, today’s customers are more demanding than ever, personalization and seamless customer services are the need of the hour.

We are heading towards complete digitization/digitalization. How important is it for any business to implement CX at the core of their strategy in this new environment?

Customer Experience (CX) is now the core strategy of every organization’s value proposition. It is imperative for every organization to design unique, meaningful, and emotional experiences for their customers. Increasingly, corporations are working to create customer-centric cultures and empathy, experimentation, and customer journey maps that help create those kinds of interactions. Customer experience encompasses every aspect of the company’s offerings with a 360-degree view of customers to close the value loop.

Businesses need a digital-first mindset that will work across any device and unite the physical and digital channels as one channel. How can they go about doing that?

The industry has moved on from a touchpoint focus to a consideration of the entire customer journey. Traditionally, digital has sought to replicate in-person interactions but a seamless and human-centered digital experience is a unified approach to narrowing the gap of physical and digital channels. Adopting this perspective isn’t easy but doing so helps create an ecosystem that can empower businesses to respond quickly to changing business dynamics. A human-centered approach is a fundamental aspect of designing the full digital ecosystem and all its touchpoints. The messaging should be consistent across the channels to ensure customer experience transcends the human and digital worlds.

How important are emerging technologies like AI and AR-VR in all of the above?

AI-powered technologies aggregate and analyze data from different sources to make real-time decisions about which experience works best for a specific customer on a particular channel. Emerging technologies like ML (Machine Learning), NLP (Natural Language Processing), and AR-VR deliver connected and hybrid experiences that play a vital role in creating an exceptional digital customer experience. These cutting-edge technologies help organizations to look beyond suggesting related products/services to consumers, to a sophisticated analysis of data on a macro and micro level. This shift to solving deeper problems is transforming the customer experience.

Can you give examples of how your company and clients have implemented CX in their business strategies with good results?

Our organization applies human science to innovate experiences and transform business for our clients. We are passionate about creating experiences that transcend the human and digital worlds. Our unparalleled depth and expertise across industries help our clients to seek broader perspectives like a deep understanding of their customers, Insight and foresight, Innovative and integrated experiences. We have helped our clients across industries with the consulting-led approach to transform sales, service, and marketing to harmonize diversified business processes and systems to achieve their business objectives.

What are the latest CX business trends and which of them will be cemented going forward?

Customer experience is the core of digital transformation. Omnichannel customer experience, Personalization, Automation, and Cybersecurity are a few of the key CX business trends. With the massive growth in data, it's critical for organizations to synthesize and make informed business decisions for business transformation. Leveraging technology-driven solutions like Artificial Intelligence (AI) and the internet of things (IoT) will play a key role to drive the “future of work” in building deeper connections and relationships with customers. Today’s customers are more demanding than ever, personalization and seamless customer services are the need of the hour. These emerging technologies help companies to provide their customers with a consistent message across channels, seamless customer services through chatbots, virtual agents, and personalization.

Aravind Kasturi is Senior Functional Architect

By Sunil Rajguru

sunilr@cybermedia.co.in