“How do you define customer experience (CX)?” This question has elicited different answers over the course of the past decade. However, lately, following the COVID-19 outbreak and associated momentum in digitalization, the answer is more dynamic than ever. Driven by a drastic change in consumer behaviors and expectations, CX now corresponds to many rapidly-evolving factors like disruptions, policies, data regulations, and demographics.
At MAST Consulting, we perceive this to be a “great reset” not just in terms of the pandemic but in terms of CX too. Brands are currently running the risk of creating discord between customer experiences and expectations. So, CX naturally warrants more attention. And what happens if brands afford this focus? If history is any indication, during the great recession in 2008, companies that prioritized CX realized three times the returns(1) compared to the companies that did not. Here are our recommendations for brands hoping to rewrite their CX rulebooks.
While organizations might have strategic differences, one aspect that finds overwhelming consensus is the need to enhance intra- and inter-departmental collaboration and break down silos if any. These efforts are largely top-down, requiring active participation from leaders and the c-suite. The first order of business is creating an organizational CX vision that truly encapsulates how the brand wants to be perceived by its customers. For example, Toyota could work towards delivering superior driving experience, while Microsoft could be more inclined towards developing UI. Regardless of the nuances, organizations cannot downplay collaboration. At MAST, our client CXOs are partnering with in-house data and marketing teams to monitor changing customer behaviors and customize their campaigns accordingly.
MAST Consulting is a technology advisory and consulting firm headquartered in the UAE, with unique expertise in driving the end-to-end digital transformation of businesses, across sectors.
MAST Consulting services are crafted to offer Consulting and Advisory Services on Critical Infrastructure and Risk associated functions of the organization, with their service coverage area starting right from IT Infrastructure all the way to Data Center, Business Application and a secure computing environment. The company offers end-to-end solutions to enterprises focused on Digital Transformation , Customer Experience, Enterprise Risk management (People, Process & Technology), Data Center Infrastructure (distributed and hybrid), Cloud adoption, Sustainability governance and more.
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