For businesses that have yet to understand the importance of personalized CX in the digital-first era, here is a refresher

In today’s highly competitive landscape, businesses looking to win customers and stay ahead of the competition, seamless and personalized experiences are a key differentiator.

Simon Ma, Director and Regional Manager (ASEAN), Freshworks

For instance, generative AI (GenAI) platforms that are powered by advanced large language models (LLMs) can allow employees to brainstorm new customer engagement strategies. Besides that, GenAI’s prescriptive capabilities can translate customer interactions at different stages of their journey into crucial insights that can enable employees to make the right decisions to foster more engagement and loyalty.

Businesses that are successful in leveraging customer data and insights will be better equipped to deliver richer omnichannel experiences that are more likely to resonate with customers as well as boost operational efficiency.

Where customer experience (CX) is concerned, departments and teams can no longer work in their own siloes, but collaborate as one. This is because today’s customers are constantly moving between functions throughout their journeys, which necessitates the need for a more unified ecosystem

Serving seamless omnichannel experiences

In a digital-first era, customers are the ones who dictate the rules of business interactions, and what they want are always-available services that are fast and tailored to their needs and issues, regardless of whether they are interacting via social media, mobile apps, or email.

At first glance, this may seem like a difficult endeavor, but businesses that embrace omnichannel experiences will be able to meet customers at their preferred channels. An effective omnichannel experience can be likened to a relay race where the baton or message is passed smoothly between runners or channels without any of them losing momentum. This way, customers will be able to pick up where they left off on their journeys. However, this is only possible when all employees have access to information regarding customers’ previous interactions and their preferences across all channels.

For instance, with the help of AI-powered customer relationship management software, employees can leverage social media queries and suggested responses to answer follow-up questions immediately and accurately when a customer calls them.

By eliminating the need to retrieve specific queries, customers will feel that the business cares about their time and their preferences, which boosts their brand satisfaction.

Augmenting employee experiences

Personalized experiences go beyond remembering customers’ names. Customers expect businesses to deliver tailor-made experiences that take into account their unique needs and current circumstances. How?

  • Achieving this requires employees to have a deeper understanding of customers’ histories with the business so that they are better equipped to deliver the right kinds of services and support them in resolving whatever issues they are facing. Failure to do so will not only hinder business growth but can also frustrate efforts to close deals and keep customers coming to their business.
  • To improve customer engagement, businesses must equip their employees with the right tools to bridge the gaps between both parties. These tools need to be AI-driven, efficient and scalable — so that employees can deliver always-available services across various channels, and translate customer data into crucial information about preferences and activities.
  • By leveraging this actionable information, agents will have the means to create contextualized responses and targeted customer engagement activities. The AI also provide recommended responses and measures for teams to help customers take the next step in their journeys.
  • Using AI-driven automation tools can also expedite the creation of personalized interactions. For example, a retail brand can curate product recommendations based on customers’ purchase histories or create notifications informing them that the item they liked is on sale. With these technologies, businesses can create lasting impressions that translate into greater customer retention.
  • Lastly, AI-driven analysis platforms can also facilitate faster and more accurate decision-making by allowing teams to identify opportunities for business growth, or spotting issues that hinder success. For instance, customer service agents can leverage AI-driven analytics to review their current performance. From there, the platform can suggest ways to improve employee productivity as well as automate measures to resolve potential problems that can otherwise bog down response times.

By integrating AI into their tech stacks, businesses can make customers feel more valued through memorable experiences that last a lifetime.