APRIL 20209The shift to Customer Convenience Management platforms will ensure a more seamless experience for the consumersWhat do you want to listen to today?CCM - A New-Age Concept Customer Relationship Management brings togeth-er customer data from different departments of the company to give a holistic view of their database in real time. This helps delivering a better customer experience, which in turn increases brand loyalty amongst customers. Now, add personalization to Customer Relationship Management, and voila! You have Customer Conveni-ence Management. Not only does it help employees make quick and informed decisions on the business front, but also improves the quality of interaction with the receiv-ers at the other end. Personalization has become key in increasing loyalty amongst customers and conveni-ence for them to choose how and when to interact with the brands.Power of Digital TransformationDigital transformation has forced companies to change business models according to market realities. With advent of tools like AI and ML, customer expe-rience has also levelled up from a multichannel to an omnichannel format. Barely two years ago, brands opted to bombard con-sumers on every possible medium through push noti-fications (check your phone - some still do!). However, tools like chatbots and voice assistants have simplified these processes for customer convenience today. Customers now have multiple access points to initi-ate two-way communications with brands as per their preference. This omnichannel experience for consum-ers is a holistic approach across all the channels they decide to use to communicate with the brand whether interacting via WhatsApp, Facebook Messenger or SMS. The shift to Customer Convenience Management platforms will ensure a more seamless experience for the consumers no matter how they choose to inter-act with the brand. A 2017 Accenture report on creat-ing continuous customer experience states that while 89 per cent of customers use at least one digital chan-nel, only 13 per cent found physical action in response to digital conversations aligned. Consumers now have the power to decide how they interact with brands and expect uniformity and ease across all channels. This convenience and approach enhance customer experi-ence, which in turn helps increase brand loyalty.Personalization is the KeyIn the digital era we find ourselves in, every individ-ual customer likes personal attention and wants to be heard by the brands they are engaging with. They choose a unique path to avail products and services, mapping a one-of-a-kind journey, thereby creating a different customer experience for oneself. For this very reason, brands also need to deliver the most conveni-ent experience for their consumers. Providing a unified digital experience eases the process at the custom-er's end and makes it much more convenient for the brand itself. And isn't this quest for ease something that each of us have ventured in, anyway? Nishith Patnaik, Co-Founder & Head Product & Marketing
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