A lot of companies are turning to digital transformation. Processes, systems, they are being scrutinized, improved or automated. Digitalization answers a lot of objectives including increased efficiency and lower costs. Often you also hear that digitalization is used to offer the customer a better service and thus increase loyalty.
Despite this customer-centric intent, we often notice in projects that little to no effort is made to develop a customer-centric strategy and skills. Implementing the digital tools and systems is one thing, deploying them to improve customer service and loyalty is another. Customers still value a tailored approach, empathy and personal attention, especially for more complex problems that cannot be solved by "a system."
Enhanced customer interactions:
Soft skills play a key role in humanizing digital interactions. Employees who are well-trained in CX skills can better use technology to interact with customers and solve problems in a and effective way.
Culture of customer-centricity:
Digital transformation requires a customer-centric culture. Fostering CX skills within the organization and teams helps develop a customer-centric culture where everyone understands that technology is a tool to deliver better service.
Education and training:
In addition to sharpening digital skills, it remains equally important to sharpen customer-facing skills. This ensures that employees are technically competent, but also able to use customer-facing technologies effectively and maintain and strengthen customer relationships.
Analyzing customer feedback:
Collecting and analyzing customer feedback is essential during digital transformation. CX skills help interpret this feedback in an empathetic way, allowing companies to better address customer needs and expectations.
Building trust and loyalty:
Employing customer-facing skills in digital environments supports building trust and loyalty. Customers feel valued and understood when they deal with employees who listen sincerely, quickly understand customer demand and can offer perspective.
