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Small CX Change ─ BIG CX return

Guest Author

In the last blog we talked about the importance of GENUINE Customer Experience, and in this we’ll look at three top three tips to ensure you can deliver it. So what are you waiting for?

The answer to that question is the apparent complexity. We all know that brand perception doesn’t begin and end with the product. A raft of touchpoints create the ‘experience’ ─ reputation, CRM, support, delivery, technologies, and many, many more.

Optimising this can seem daunting, but don’t panic ─ Customer Experience isn’t rocket science. Nor (and this might seem odd coming from someone who works at Oracle) does it mean immediate investment in a new technology stack. Small CX changes can lead to big CX returns.

  1. Start small: you don’t need to do everything at once. Successful transformation is a systematic, iterative process. As an example, let’s think about CX-optimising a single marketing campaign:
  • Build a team of cross-business expertise (e.g. data science, product, Sales, CRM, account leads, content creators) and harness the right skills.

  • Look at existing customer data to see behaviours ─ and how Marketing can improve their experience.

  • Explore all the functionality of existing assets ─ our research shows customers typically use only 20% of our solutions’ potential (see tip 2).

  • Using the actions above, identify aspects of the campaign where a small change can make a big difference ─ and prioritise.

  • Implement changes in your campaign and monitor outcomes carefully ─ A/B testing is a good approach.

  • Measure ROI to demonstrate CX value ─ see Oracle’s ROI Calculator here

  1. Use what you’ve got ─ but better: use the assets you already have in new ways to enhance CX. Your existing technology partners can and should help.

As an example, Oracle worked with a telecommunications customer that wanted to speed up its engagement with customers over fast-emerging social media platforms. Our engineers found that the company’s existing technology could, with some fine tuning, do this without any significant investment. The company slashed its channel implementation time and now closes engagement gaps quickly. It shows how a good partner focuses on your needs rather than simply “shifting product”.

  1. Scale up: taking this approach will allow you to show how small changes can have big impacts. As the process continues, you may pick off the low hanging fruit ─ and further improvement may need additional investment ─ but you will have a ready-made business case based on demonstrable ROI.

CX is not a destination, but a journey and there will always be new and better ways of engaging with customers. In the next blog we will look at how personalisation ─ even at scale ─ can deliver benchmark CX performance.

 

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