Delivering an exceptional customer experience (CX) is vital for marketers. But, managing customer expectations can be hard. CXA streamlines how customers interact with the brand, maximizing the firm’s potential to improve CX across channels.
CXA enables marketers to enhance the CX via AI-powered chatbots or automated email campaigns. These solutions help improve interactions with current and potential customers and address their needs.
Why is there a Need for CXA?
CXA facilitates quick responses and minimizes customer friction, helping marketers know their customers better. As per a recent report by Jitterbit, “2023 State of Automation Report,”
AI solutions continuously learn and improve from the analyzed data to better anticipate customer behavior. It helps provide tailored and highly relevant content to enhance each customer’s journey. Therefore, personally connecting with the customers’ increases trust and loyalty.
Most importantly, automation makes CX measurement tracking simple. It will help brands know if their CX strategies are effective.
Three Factors to Consider for a Successful CXA
It allows marketers to use customer data to decide where automation is needed. This way, they can set touchpoints and communicate with the customers.
It allows companies to segment their audience according to demographics and past purchases. Smart segmentation ensures that each segment receives the right content at the right time.
Marketers must build highly tailored campaigns with the data collected via segmentation. It allows firms to prioritize every potential customer that interacts with the brand.
Lastly, companies must analyze customer data to automate their communication.
Four Benefits of CXA
1. Better Customer Interactions
Communication is vital to achieving a robust CX. Automated emails and chatbots let marketers offer quick and seamless communication.
As per a recent report by Zendesk, “Self-service: Do customers want to help themselves?”
2. Offers Valuable Customer Feedback
Automated feedback processes allow minimal chances of errors. Moreover, it offers greater consistency as customers have an easy way to give their feedback. This valuable feedback quickly builds review volume to boost rankings and maximize ratings.
3. Content Marketing Automation
Content marketing is costly and time-intensive. Automation helps streamline content creation tasks and helps standardize and reuse the content for optimal results.
Popular Ad platforms display ads as per search queries and behaviors. It helps companies to provide accurate offers to their top leads. It drives revenue and offers relevant services to address customer needs.
4. Consistent Customer Experiences and Relationships
CXA cuts the friction between the brand and customers. It enables marketers to deliver consistent experiences irrespective of where they are in their buying process.
Furthermore, it helps strengthen the bond between the brand and customers. This ensures that companies can retain their long-term customers and repeat buyers. It keeps the customers more inclined to purchase again.
Most importantly, loyal customers will likely advocate for the brand and may recommend it to others.
Five Ways Marketers Can Use CXA
1. Chatbots and Live Chats
Chatbots use AI and ML to address FAQs so customers do not have to wait to interact with customer service agents.
As per a recent report by Active Campaign, “Customer Experience Automation Impact Report,”
These solutions enable firms to address customers’ most pressing queries in real-time. CXA also allows customer service reps to resolve more timely requests and increase their bandwidth.
2. Automated Emails
Marketers can email customers who visited the brand website but never finalized a purchase. They can send emails with tailored products or service recommendations.
Moreover, sending automated acknowledgment and transactional emails helps marketers introduce their brand.
3. Feedback Surveys
Collecting customer feedback provides insight into factors of customer satisfaction. Moreover, companies can automate client surveys by asking about their recent brand interaction.
They can also enquire about their experience with the products or services. Marketers can use these insights to understand the bottlenecks and address customer expectations.
4. Automated Notifications to Address Churning Risks
Monitoring their login frequency, email activity, and payment history is important to prevent customers from leaving. It helps understand the churn intent, encouraging engagement.
5. Omnichannel Experience
Marketers must implement robust omnichannel experiences. They unify all the available channels to build seamless and integrated CXs in real-time.
Tracking customer interactions manually over many channels is hard. Automation makes it simple by offering many tools to simplify omnichannel experiences. The omnichannel CX includes consistent messaging across channels, a key aspect in relationship-building.
Personalization and data collection are effective strategies. But, companies require ample time to know their customers and their pain points to offer a solid solution. They can automate their most tedious operations and spend more time developing a seamless experience across channels.
Getting Started with CXA
Automation has become increasingly valuable since it helps resolve multiple pain points. Integrating it into CX can elevate interactions and minimize friction. Therefore, it is essential to implement it correctly.
Delivering better CX and ensuring customer satisfaction help boost conversions, revenue, and profit. Active Campaign’s report also states that 75% of B2B firms use automation to make new deals, update lead scores, and move deals through different pipeline stages.
CXA tools enhance customer satisfaction by delivering 24/7 support with tailored messages and consistent experience. It helps get a better understanding of the audience and reduces operational costs.
A safe location to handle customer and business data is crucial, as automation tools store large and sensitive information. Brands must choose a location that offers easy accessibility and scalability. Not every part of CX requires automation. Thus, they must assess which areas need automation and can benefit the most.