We all want to provide great customer service, but ultimately being nice isn’t enough. Customers will only come repeatedly if the product meets their expectations and ensures them the seamless experience they need. To achieve this, Customer Experience (CX) managers must learn to embrace a variety of digital channels and digital interactions.

The explosion of mobile devices in the Asia-Pacific region, in particular, brings both opportunities and threats to customer relationships. On the one hand, businesses have more ways than ever of communicating with their customers. On the other hand, digital channels have also made the switching of services, such as banking and insurance, far easier than it once was. Therefore, businesses had better keep their customers happy.

A recent report by software firm SAP found that nearly two-thirds of consumers in the Asia-Pacific and Japan region are less than ‘delighted’ with their digital experience.

Another way to look at this many potential customers can be enticed by better product offerings. Indeed, SAP’s report found that Asia’s best-known brands risk losing customers over poor digital experiences, due to the strong correlation between digital experiences and business outcomes.

Multi-channel Offers Cater To All Tastes

In many ways, the e-commerce sector was the first to embrace online channels. E-commerce giants such as Alibaba and America’s Amazon – with a strong focus on Asian markets – are experts in the online customer experience. These firms developed a personalised approach to customer interaction, targeting advertising and offers based on specific data. Due to their huge success, they have been widely mirrored after by many other industries.

Similarly, service industries, such as banking and insurance, also need to offer a seamless combination of web and face-to-face platforms. Unfortunately, networks of physical branches can prove to be way beyond the budgets of most digital start-ups. Even large firms are looking to scale back their presence on the street. Therefore, businesses large and small need to find alternative ways of interacting directly with their clients.

Enrich Customer Experiences Through Live Video Interaction

Fortunately, this is possible through digital means. Live video interaction is an excellent way of offering a cost-effective personal human connection. It is also available whenever and wherever the customer wants.

Being able to speak and meet a friendly representative at any time is an appealing factor to the younger generation. They enjoy being able to access services on the move or from the convenience of their homes or offices. Furthermore, it’s also a great way to reassure older client groups who prefer seeing and speaking to a real person. There are numerous platform providers that empower businesses in this aspect.

Needless to say, the success of this support service will only be as good as the customer service system that you can build. Staff training, including aspects such as morale and recruitment policies, will remain key; good customer service can only go so far.

Multi-channel digital approaches including live video interaction also allow for a smoother service delivery. Customers are likely to be satisfied if products were easy to use and purchasing them is not too difficult.

This encourages repeat customers and as a result, increasing customer loyalty. Continuing on the example of live video, financial firms can also ‘walk’ clients through complex documents at their convenience; insurers can see and assess damages in real-time; sales agents can follow-up enquiries to increase conversion rates.

SMS Adds An Effective Second Layer To Customer Interactions

While live video interaction has excellent potential for dealing with relatively complex inquiries in a quick and efficient manner, firms who want to create a well-rounded customer experience also need more direct forms of communication. SMS messaging is a fantastic way of sending reminders, making targeted offers and more.

Retailers have already embraced SMS for confirming payments and arranging deliveries. Research has suggested that customers appreciate direct, hassle-free forms of communication. For service providers, SMS messaging allows for two-factor authentication of logins – the new gold standard of security – with minimum disruption to user experiences. It was also suggested that millennials, in particular, appreciate short reminders of payments due.

So, SMS messaging can build connections with your customers and at the same time make the user process faster and smoother.

For firms which are at the forefront of the digital economy, technology is a means to strengthening customer relationships. By providing great service and unprecedented efficiency, it becomes an opportunity to win customers through the sheer quality of service and product.


Find out more ways to how your business can enhance customer experience with Wavecell’s roundtable discussion – 13 September 2017 at the upcoming Customer Experience Management (CXM) Summit 2017, held at Marina Bay Sands Convention Centre, Level 3.

Posted by Wavecell

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