Customer Experience
Is Customer Experience A Necessary Evolution Or An Overblown Obsession?
By Sonia K. Kasagga
Reflecting on the just concluded Customer Service Month( October), affectionately dubbed“ the L. O. V. E Month” at Stanbic Bank Uganda, it feels like the perfect time to ask whether Customer Experience( CX) is truly a necessary evolution, or an overblown obsession?
In Africa, Customer Experience is still a relatively new concept one that’ s wellrooted in Europe and North America, but far less mature here.
Here in Uganda, it’ s often misunderstood, with businesses grappling to understand its purpose and potential; this presents an opportunity to unpack and demystify CX- exploring why it’ s gaining such traction, and to question and weigh in on whether it’ s worth the fuss.
As the Head of Customer Experience, I’ m often asked,“ Is CX truly transforming businesses, or have we crossed a line into obsession?” At the recent Kampala Marketer’ s Night Out, I explored this topic in my key note address, backed by striking statistics and thought-provoking discussions. Here’ s an abridged summary that I hope might change the way you see CX.
CX is a necessity, according to numbers?
In today’ s competitive landscape, CX isn’ t just a buzzword; it ' s a lifeline for businesses as recent studies have continuously highlighted.
• For instance, according to a study by the Havard Business Review, it costs up to 25 times more to attract a new customer than to keep an existing one( HBR).
• A 2022 study by Gartner found that 89 % of companies compete primarily on CX, and that a solid CX strategy isn’ t just beneficial, it’ s essential.
• Multiple other studies, including( Forrester, 2022) found that 91 % of unhappy customers won’ t return after a poor experience.
Investing in EX, whether through employee support programmes, realistic workloads, or continuous professional development, is not just beneficial for employees but also directly enhances CX, as motivated, engaged staff bring more energy and empathy to customer interactions.
These studies therefore underscore why many believe CX is a necessary evolution for businesses to survive and thrive. To get the most out of CX, invest in the following practices.
Client Personalization
Today’ s customers expect brands to understand and anticipate their unique needs. Personalization and increasingly, hyper-personalization has become essential to delivering meaningful experiences. By tailoring interactions to individual preferences, brands build trust and loyalty. This involves more than addressing customers by name; it’ s about creating individualized journeys that resonate on a deeper level. Personalization helps companies stand out in crowded markets, showing customers that they are seen and valued.
Get better at digitization
Digitization is another cornerstone of modern CX. Through innovations like AI-driven chatbots, mobile banking apps, and seamless omnichannel experiences, companies can serve customers faster, more accurately, and at scale. While technology enables convenience and efficiency, the real value lies in blending digital solutions with human interaction. This mix creates a scalable yet personal way to connect deeply with customers, making digital transformation a powerful tool in enhancing CX.
That said, when does CX become an Overblown Obsession?
Like most good practices, attempts at CX excellence in many organisations has not been without its pitfalls- you must watch
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