Customer Experience: The Good, the Bad, and the Ugly

Businesses are grappling with the challenge of meeting customer expectations in an increasingly competitive market, where failure to deliver an excellent customer experience (CX) can result in losing customers. Companies like Telefonica and Sterling Bank are leveraging artificial intelligence to transform customer service, significantly reducing call abandonment and the number of incoming calls by utilizing advanced digital customer service agents. The importance of personalization and relevance in loyalty programs is highlighted by Club Rakuten's multi-brand approach, which aims to enhance customer engagement by offering generous rewards. Despite the rise in online shopping post-COVID-19, UK marketers lag in adopting advanced technologies due to a shortage of AI and machine learning skills, with TSB exemplifying a proactive approach by digitalizing operations. Proper management of online reviews is crucial, as consumer trust in reviews impacts brand image, yet many businesses still track them manually. The Brand Resilience Index by Kin + Carta Connect reveals a neglect of humanity in business strategies, emphasizing the need for emotional connections with customers, while noting that many businesses have adapted well in terms of agility amidst the pandemic.