Businesses today are competing on CX

Johannesburg, 11 Sep 2019
Read time 2min 50sec

Irrespective of the size or industry, businesses today are competing mostly on customer experience (CX) instead of products and services. And to deliver good CX, which in turn helps them stay ahead of the competition, organisations must ask themselves not only what customers want now, but anticipate what they will want in the future too.

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According to Angela Mace, CRM and Events director at ITWeb, the brands that thrive are those that have understood the power of CX for several years and continued to refine their CX efforts to keep up with what today’s customers really want.

“Brands like Uber, AirBnB, Amazon and Apple have raised the bar and given customers the ability to enjoy experiences that are tailored to their specific needs and requirements. Other businesses should follow suit, and ask themselves what efforts they are making to understand what their customers want and how to make that happen,” she says.

CX is having a dramatic impact on every organisation today. Organisations that are leading the CX game are significantly outperforming those that are lagging behind, she adds. “It’s quite clear that businesses who have put themselves in a position to not only meet, but exceed, customer expectations are the ones who will thrive, and outperform their competitors.”

Mace says the benefits of improving CX are many and include increasing customer engagement, building brand loyalty and trust, and even making the delivery of services more cost-effective.

“And nowhere is this more true than in government,” she says. “Government agencies in South Africa are lagging behind when it comes to the level of customer experience provided by their global counterparts. However, we should also remember that public sector entities have unique challenges that make delivering consistent levels of good service a challenge.”

Firstly, there is a general lack of the critical ICT skills needed to implement and run these programmes within the government. “There are also a slew of rules and regulations that govern the way data from customers must be collected, stored and used, which is complex and difficult. Moreover, government entities are also often hampered by legacy systems that make gleaning the insights needed to provide citizens with the services they want really tricky.”

However, Mace says there are several tools and solutions that can help entities in both the public and private sector to improve their CX. “At ITWeb Customer Experience 2019, to be held on 15 October at The Forum in Bryanston, delegates will get to view technologies that can strengthen customer interactions. They will also get to hear from experts who will share their knowledge, to help give them a competitive edge.”

Irrespective of industry, CX will remain a differentiator that is here to stay. “Businesses who are able to adapt to meet the evolving needs of their customers and who are continually looking for new ways to enhance the ease of interacting with their brand, are those who will stand out from the crowd.”

Editorial contacts
CRM and Events director Angela Mace