2022 is the year of customer experience-led growth

Today's business world is an interesting amalgamation of different leadership and company philosophies. The diversity in strategies seems like a great way to allow new innovations in growth strategies to flourish.

However, upon closer inspection, there's an apparent arrogance stemming from business models that refuse to change according to their customer's needs and changing expectations.

This arrogance was laid bare for all to see with the presence of the pandemic. Without any preparedness for worst-case scenarios, all many businesses could offer was some variation of a half-hearted message stating, "we are in this together".

There are a million-and-one directions that businesses are taking; maybe it's time for the corporate world to take a step back and look towards creating an experience that will create loyalty, trust and satisfaction in the hearts of their customers.

Customer Experience (CX) led growth will translate well for every aspect of an organization.

The uninterrupted demand for a better Customer Experience

Companies that will see astronomic growth in this decade are those that can strategize their core alignments towards exceeding expectations from customers. If you want to be a part of this new revolution, it's time to start thinking of your business and growth strategy in terms of Customer Experience (CX).

Today, many customers are exposed to each other online and by word of mouth, allowing them to compare notes and share their experiences with your business.

While this is an excellent thing if you're doing a good job, there's also the flip side that indicates the alarming danger of watching your business get melted by dissatisfied customers online. When your customer experience is awful, it can serve as a catalyst for worsened publicity on your whole organization.

As an example of how unpredictable and downright ruthless it can be for your business, the pandemic represents a time when the majority of the users for various products and services primarily dealt with the economic effects of lockdowns.

Because of this, some experts predicted that customers would be a little more understanding with delays and other mishaps in the consistency of their customer experience, but this wasn't the case. Instead, the defection rate from customers after a bad experience only really seemed to go up.

Therefore, it begs the question that if even a global pandemic won't deter people from increasing their expectations of their experience interacting with your business, then the only way to fix things and avoid a plunge is by being customer-centric.

That's why we believe 2022 is the year of customer experience-led growth.

 Why you need to invest in Customer Support

Consumer expectations are only ever going to increase.

Customer support-led growth is something that should be properly invested in. Getting every important detail goes a long way in creating an experience that caters to your customers' needs in every demographic.

As a result, behavioral and transactional customer insights deserve close attention.

As a company, there needs to be a general awareness of customer service's importance, not just at the lower levels but also at the highest point of upper management. Today, customer support has truly evolved beyond reaching some mundane quota indicating the number of tickets completed.

Rather, it is something that should be catered to directly in line with growth. This paradigm shift in mindset is advantageous and can be transformational for your return on investments over time.

Today, there are many businesses that are virtually providing the same service with variations here and there. However, one thing that can keep you at the top is a dedication to customer experiences.

According to Zendesk's Customer Experience Trends Report 2022, two-thirds of business leaders surveyed indicated that customer service positively impacted their growth. This was also backed up with the same number of leaders also acknowledging that customer service positively impacted growth.

Making an intentional step to change your company's focus to be a customer-first mindset is what results in a company that can use the power of CX to stay ahead.

 Moving away from ROI to ROX

Slow down; we are not asking you to completely abandon everything your business has worked towards since its inception. Instead, a shift towards CX implies a divergence from traditional metrics measuring return on investments.

As an organization, there needs to be a better sense of understanding of what it means to be in your customers' shoes. This means learning how to map a consumer's journey right from the point of interest in your service, all the way to their latest purchase or reviews. By doing this, you'll be able to accurately isolate essential points and factors that act as a driving force behind their experience with you.

Once these critical driving forces are identified, you can restructure your company to zero in on those interactions and key moments to invest and place value there. In turn, this should yield strong results and responses, resulting in a good return on experience (ROX).

ROI is for the people in business, but the ROX is what you do when you're all for your users. If you genuinely invest in creating a great Customer Experience, you'll receive some great results.

According to research from PwC in their 2019 Global Consumer Insights Survey, one-third of people bought a product thanks to positive reviews and word of mouth.

As a SaaS business, your ROX is probably going to always be the main factor to measure success.

The main avenue for your organization to gain more exposure will be mainly by delivering a strong performance for clients.

 Customers respond positively to fulfilled expectations

Customer experience strategies can quickly become myopic when your business lacks proper criticism of its practices. Naturally, there's always a bias to believe that you've done an excellent job once the company ramps up its investments in customer service.

However, if you want to see the results of CX, it's not enough to make a few changes and decide that a better job has been done.

Instead, you should be entirely fixated on the reports from your customers. These reports are best compiled and tallied through a CSAT score that accurately represents the data your business needs to review.

When your customers feel taken care of, they are much more likely to do business with your service in the future.

Loyal customers don't just rely on discounts to remain committed to your brand. When making things easier for them, you should make efforts to meet the customers according to their own conveniences. This implies that you should be able to adapt your business to increase its availability on different communication channels.

Your customer service format should prioritize omni-channel communication, allowing tickets to be addressed across various platforms without hassle.

From text, emails, messaging, live chat and social media, it's vital to always be available for your customers.

Additionally, to make the support truly impactful, your organization should connect the customer service teams to be closer in communication with the rest of your business.

Prioritize quality over quantity

According to statistics from a recent study, 93% of consumers are willing to spend more on companies that don't force them to repeat themselves.

This is natural as people use a service as only a fraction of their daily needs. Nobody wishes to be dealing with something that should be working as a foregone conclusion.

If your service is intended as an integral part of people's lives, that means its operation and consistency should essentially become a foregone conclusion. You should operate with no room for excuses to bring out the best possible customer experience.

Speed and convenience are strong expectations that customers have.

With customers, creating good CX requires service agents to replicate a mentality of dealing with someone that is probably frustrated. Therefore, approaching the issue by first acknowledging the feelings on the other end, assessing the situation and providing actionable steps will go along way in helping you deliver a genuinely satisfying CX.

Customer Support Software to help improve your Customer Experience

As a SaaS company, you know that customer support is essential to your success. But providing excellent customer support can be expensive and time-consuming. You need to staff up with extra customer service reps, and then you have to train them and manage their work.

Customer service-led growth is the future. You can't afford to neglect your customers anymore, especially when so many other companies are vying for their attention.

It's time to invest in quality customer service and prioritize the satisfaction of your customers' expectations over everything else. Are you ready to make the change?


Emma Bakh

CX Manager