In 2016, the customer experience became the focal point of marketing, acquisition, onboarding, UX design, and many other core business functions. Dubbed “The Year of the Customer” by thought leaders and analysts back in Q1, 2016 is the year in which businesses are learning valuable lessons about the importance of placing the customer at the center of marketing, onboarding, and ongoing customer support processes.
What exactly are the takeaways making the biggest impact on customer experience initiatives as companies look to 2017, and how can CX pros and business leaders move their companies forward in the digital, always-on, always-connected, omni-channel landscape? To gain some insight into the key lessons emerging from 2016 and what’s ahead for 2017, we asked a panel of 31 customer-focused marketers and CX pros to answer this question:
“When it comes to customer experience: now that we’re nearing the end of 2016, what have you learned and what will you do differently in preparing for 2017?”
Read on to learn how today’s customer experience professionals are planning to position their companies for CX success as we move into 2017.
RandyHernandez is CMO of Jet Capital, an online financial services provider offering small business funding solutions to firms across the U.S. He’s a marketing executive with over 20 years of experience in brand, direct, customer loyalty, digital and database marketing for leading Fortune 500 companies and high growth entrepreneurial firms.
“We launched Jet Capital in late December 2015 with what we thought was a very streamlined and intuitive online application…”
After reviewing Google Analytics conversion data, talking with multiple customers, and listening to customer service calls, we quickly learned that wasn’t the case. We steamlined the application into three pages with progress markers at each stage and also added apply by phone capabilities – because what do you know, business owners are really busy and sometimes would rather apply by talking to a real person than enter data in an application on their phone or desktop computer. Those changes were huge for us – improved submitted application throughput by 40%. Looking to 2017, we’re looking at additional product introductions, so focus will be on optimizing our site and customer experience to match the customer with the best possible product for their particular business needs. Overall lesson is that whether you’re an online business, brick & mortar, or a home-based consultant – you really need to listen and observe your customers and modify your user experience to match their preferences/needs. And continue to optimize – always. Fortunately for marketers, your work is never done.
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