How Language Improves CX
Until recently, customer-centric strategy has always been a key focus for those at management level. Businesses were trying to base important decisions on customer expectations, rather than production or what the competition was doing. Then, the advent of digital culture introduced the age of developers and their agile methods, prompting marketing experts to focus on UX (User eXperience): boosting user satisfaction by studying behaviour and learning how to push customers further through the conversion funnel and towards making a purchase.
Now, in the next step of CX evolution, businesses are striving to get closer than ever before to their buyers. They want to understand their customers’ feelings and concerns, and marketing departments are giving more weight to customer experience as an essential consideration.
Measuring Customer Experience
Until now, it has never been possible to gauge the emotions felt by customers so accurately and through so many channels. We will continue to see the emergence of new forms of interaction, in which brands must simultaneously offer the greatest transparency in data collection and a seamless customer experience at each customer touch point (e.g. voice assistants and other technical communications). Note, in this case, we are talking about BRANDS. This is no longer the exclusive domain of retail / e-commerce. All businesses need to be thinking about CX and developing a customer experience strategy.
The goal? To continuously optimise CX.
How? By making customer feedback and data as something to model and improve.
Why? CX is an important lever. It creates brand loyalty, awareness, and positive feelings at brand level before any transactional engagement.
Why Customer Experience & Customer Satisfaction?
Since the dawn of the twenty-first century, the service economy has gradually grown to represent a significant part of the national income in advanced economies. The range of customer experiences are wider than the services that businesses support. But this is an opportunity for companies to differentiate more effectively.
Competition is no longer primarily about prices, nor has it been so for quite some time. The differentiation of offers, after-sales service, and ancillary services has helped to put our economies back on track. For any business to offer true CX, we need information to circulate freely.
Language Improves CX
In a global economy, language must be a core consideration for any CX activity. The goal is: to get to know these individuals, to sell better. And, in order to sell better, a business must first personalise the relationship with each customer, whilst offering the goods, services and experiences best suited to them.
Translation is about language, and localisation is about culture. A professional language service provider will be able to integrate localisation into your CX and make strategic recommendations for making the most of any measures you take in localising content.
Any marketing materials or customer interactions must be tailored to the targeted end user. That is a significant undertaking, and the most basic step towards achieving this has to be addressing customers in their native language. But CX focuses on more than just language; it applies to any area where we need to consider the voice of a customer.
Key Areas to Include in Customer Experience Strategy
These three elements can improve your understanding of the emergence and diffusion of CX in business strategy. Start to think about HOW you interact with customers.
1. Digitalisation has created new ways of communicating with customers by reducing stress and focusing on ease.
This is about delivering the right message, at the right time, in the right place, and to the right person. This development is spreading to an increasing number of sectors as we are becoming more reliant on apps, email, texting, chatbots, etc.
2. How can businesses measure the quality of the customer experience during the purchasing process?
This is no longer a simple e-commerce transaction. Clients can be multi-million or billionaire businesses, but the CX element remains a necessity. With concise and systematic processes, and appropriate language, it is encouraged to ask the right questions, so that businesses can accurately interpret customer emotions and their intensity.
3. How can businesses analyse CX?
Dashboards and tools, such as semantic analysis, can extract signals to track and evaluate CX throughout the customer journey. But the results are also evident at the bottom line!
To learn more about Customer Experience, please feel free to contact us to receive a free eBook on “How to Improve Your Global Customer Experience” and see how it can influence your marketing strategy.
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