BUSINESS INSIGHTS
ONE IN THREE CONSUMERS WILL BE WILLING TO DITCH A BRAND AFTER A SINGLE BAD EXPERIENCE .
Mark Smith , VP of Digital Engagement Solutions at CSG with head-on . Consumer sensitivities around their personal data and its use are at an all-time high . Any successful customer experience strategy must take this into account .
An honest and open approach will be key and companies should look to give customers greater control over their data and preference over what data is shared and utilised to provide experiences .
With this in mind , we are certain to see data preference management and control take greater prominence in 2022 . Companies will need to build the trust of their customers to create the personalised experiences that they want .
Beyond good CX : The most critical currency for business survival
Research shows one in three consumers will be willing to ditch a brand after a single bad experience . At a time when customer retention has never been so important , getting your CX strategy right is essential . In telecommunications , technology has always been the means of differentiation in the battle for consumer dollars .
Now that operators are on a par with their networks , services and devices , customer experience is the new battleground . As CSPs make this shift in priorities , personalisation is going to become the buzzword of 2022 . Personalisation requires a deeper layer of customer data that includes behavioural patterns , psychographic and geographic data , among others . It is integral that CSPs equip themselves properly with the technology and architecture to be able to use this data to deliver truly exceptional consumer experiences .
However , this path is also riddled with obstacles , especially around the issues of privacy and security . Companies that can walk this path while winning the trust of their consumers by understanding sensitivities around data usage will surely be the big winners in the next 12 months and beyond . x
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