Omega Blog

Technology enhances rather than replaces customer retention programs

Posted on 20 August, 2013

Customer retention strategies are becoming much more reliant on technology. As interactions between organizations and their customers occur over a growing number of channels, businesses need the software and tools that enable them to deliver the personalized experiences that consumers expect.

Technology is shifting how businesses are able to capture or deliver information, which is altering customer experiences. Patrons can connect with service personnel at anytime from any location through a smartphone or tablet. This is shifting many organizations' focuses onto the tools and software being used to track customer satisfaction, conversion rates and other indicators of a positive customer experience.

CMSWire reported that customer experience strategies have become increasingly mobile and social. This has enhanced organizations' ability to deliver personalized service and helps provide context for interactions. Discussions across mobile channels automatically provide information about location, time and even customer history to streamline services. Businesses are able to create solutions faster, but they need the right practices in place to ensure the proper use of this data.

How information is used drives customer experiences
A report by the Digital Clarity Group (DCG) noted that the role of software should take a back seat to its implementation. In a separate article for CMSWire, Scott Liewehr, president of DCG, stated that many common problems with customer experience strategies were not related to technology issues, but how programs were being used internally. Liewehr noted that the type of software being used is not as important as how it is integrated into business processes.

"The role of the software (and of the vendor selection process) is diminished in comparison to the role of the implementation, integration and incorporation of the software into a complete solution," he said in his report.

To ensure that technology is being utilized properly, businesses need to develop comprehensive customer experience management strategies. Having a plan will enable firms to provide consistent levels of services in the manner that customers expect. Processes should have the flexibility to serve customers by providing front-line employees with the information they need to make the best decision for each situation. This access to customer data is the advantage that technology offers, but getting the information to the right people should not replace a focus on delivering engaging experiences.

CEM strategies can directly improve companies' bottom lines by increasing customer acquisition, retention, growth and win-back. Customer experience management companies, such as Omega Management Group Corp., provide the insight and experience needed to generate results.