The Top 5 Areas Of Customer Focus For 2023
I wish to extend a very happy New Year to our community and I am so looking forward to connecting in 2023 and sharing what I know will be an amazing year ahead.
Over the past twelve months, I have watched our customer service community continue to shine despite some very challenging circumstances including stock shortages, labour challenges, increasingly challenging customer behaviour and customer expectations continuing to rise. Regardless of whether you are working in the commercial, government or not-for-profit sector, customers are expecting an experience that is fast, easy and personalised.
According to a recent PWC survey, nearly 80% of consumers say that speed, convenience/ease of use, knowledgeable assistance and friendly service are the most important elements of a positive customer experience. The customer experience also has a significant impact on customer purchasing behaviour with customers willing to pay more for a customer experience with the qualities that matter to them. The survey found:
43% of consumers said they would pay more for better convenience
42% would pay more for a friendly, welcoming experience
Overall, consumers will pay a 16% price premium for a great customer experience
Organisations that focus on the fundamentals and getting the basics right as well as the following key areas will excel in 2023 and beyond. This includes:
1. Embrace AI and Automation
AI-powered automation will continue to be a major trend in customer service in 2023 as organisations look to streamline processes and reduce costs. Automation will enable customer service teams to automate mundane tasks to focus on more complex problem-solving and provide more personalised customer service experiences. Chatbots will become even more popular in 2023 as they become more sophisticated and able to handle more complex customer enquiries.
Self-service options such as online portals, FAQs, and knowledge bases will become increasingly popular as customers look for more convenient ways to get their questions answered. Companies will also need to provide omnichannel support to ensure customers can access support from any device or platform.
2. Focus on personalisation
In 2023, personalisation will take on a deeper and more significant meaning as organisations seek to create more personalised and meaningful customer experiences. McKinsey and Company found seventy-one percent of consumers expect companies to deliver personalised interactions, and seventy-six percent get frustrated when this doesn’t happen.
Personalisation allows organisations to tailor their services to the individual needs of each customer, making them feel valued and appreciated as well as building trust and loyalty. Deloitte research has found that customers are willing to pay a 20% premium for products that are customised or personalised.
3. Provide proactive support
Organisations will need to continue to focus on providing proactive support to anticipate customer needs and provide solutions before they become problems. This will involve using customer data and feedback to anticipate customer needs then proactively providing solutions that address those needs. This type of support helps to create a more positive customer experience, as customers feel like their needs are being met before they even have to ask. Research by Gartner found that by 2025, proactive (outbound) customer engagement interactions will outnumber reactive (inbound) customer engagement interactions.
4. Focus on the Employee and Customer Experience
In 2023, the employee and customer experience will be more closely intertwined than ever before. Companies will be leveraging technology to create a seamless, personalised experience for both employees and customers. Companies will also be using AI-driven automation to streamline processes and create a more efficient customer and employee experience. Organisations that focus on taking care of their people and their customers will have a distinct competitive advantage.
5. Balance automation and humanity
Organisations must continue to focus on finding the right balance between automation and humanity. The human element of service is still so critical in many customer experiences and it is difficult to replicate the human touch. People often need to interact with a real person to feel heard and understood, particularly when they have an issue or complaint. Human interaction can also provide a more personalised experience and can help to build stronger relationships with customers. So much of service and business is all about people. Humans are able to provide empathy, connection, understanding, and problem-solving skills that machines and technology cannot.
What customer service trends are you observing in your organisations?
