Offering a smooth self-serve experience can be a critical differentiator. Alongside this, another key way to transform the customer journey is by offering a more personalized experience. According to an Epsilon report, 80% of consumers say they are more likely to do business with a company if it offers personalized experiences, but 94% of banking firms can’t deliver on that personalization promise. And Salesforce reports that 84% of customers said that being treated like a person, not a number, was very important to winning their business. But when organizations scale, it becomes harder to maintain the same high-touch, one-on-one service that has been understood as “personalized service” in the past.
So, what’s the answer? Strategically choosing and implementing digital channels that enable a personalized experience, at scale. Amazon, Starbucks, and Netflix are prime examples of businesses that provide each customer with a tailored, personalized service, based on their previous interactions, interests, and behaviors. To provide your customers or members with a similar level of personalization, your organization needs to collect more information during existing touchpoints throughout the customer journey. Then that data needs to be integrated into your CRM for historical tracking for your staff. This will enable you to provide a better appointment experience to your customer, which tends to increase brand loyalty and reduce churn while delivering a higher-value appointment from a revenue standpoint.
Building It Into Your Appointment Process
There are a few critical touchpoints that you can leverage in order to gain insight into customer needs and offer a more personalized appointment experience. Pre-appointment, you can collect additional data about the customer in order to arm your staff with information that helps them cater to the individual’s needs. Post-appointment, you can gain insight into your customers’ experience with feedback surveys.