Customer Experience is the New Frontier for Companies to Succeed

By Peter Ord
May 18, 2020

The rise of technology and solutions has created a divide between companies and consumers. More and more companies are jumping on the bandwagon of using automation that may have a short-term benefit of cutting costs or speeding up some process, but in the process they lose the connection to their customers.

As Generation X consumers quietly move into positions of power, they are exerting significant influence in the market with an estimated $200 billion in annual spending power. They may not be as splashy as their Baby Boomer predecessors, or garner the same attention as the Millenials who came after them, but they built an interesting bridge from growing up in a pre-technology age, then adapting to today’s digital world.

They put a higher priority on customer experience and curated, conversational interactions with companies, but they are not alone—in fact, 73% of customers say they believe experience is an important factor in purchasing decisions. Unfortunately only 12% of consumers think brands are doing personalization well.

This leaves a significant opportunity for companies to foster relationships through personalization and connection with their clients. For many companies, the onboarding process is your first, best chance to start that connection.

Where Traditional Onboarding Gets it Wrong

Onboarding usually falls into two categories:

  • Complete automated onboarding that takes a “cookie-cutter” approach. This can create efficiency for your onboarding team but leaves clients with no connection to your company. A 2016 Accenture survey found that 83% of people prefer to deal with a human rather than use digital tools for customer service, so too much automation alienates new clients from the start.
  • Disorganized onboarding where your team has to reinvent the wheel every time. You may have more interaction with clients, but this approach usually takes longer, risks missing steps along the way, and the end result is a frustrated client who is more likely to leave.

The problem for many companies is that they cannot find the tools to allow them to automate and maintain a connection to the client. Most project management tools focus on internal processes while leaving your clients out in the dark. Every minute that passes where you don’t communicate with clients during onboarding is a minute that they start thinking about leaving for a competitor.

The Best of Both Worlds

Automation isn’t the enemy, and in fact, is an essential part of a streamlined and effective onboarding process. But automation that seeks to improve the customer experience through meaningful connection with your brand is what will set you apart in the coming digital age. The GuideCX platform was designed with these two things in mind:

  • Using automation and technology efficiently to reduce the amount of time you spend onboarding new clients and shortening time-to-value (TTV)
  • Maintaining a personal connection to clients so you can show them how to achieve the outcomes they envisioned when they first decided to buy your product

Now is the time for companies to shift their focus to workflows that prioritize customer engagement and personal interactions. That is what will set you apart as we move to the future. Schedule a demo of the GuideCX platform today to learn how we can boost your client engagement.


Peter Ord

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