Comarch recently co-hosted a webinar on how to build a successful customer experience strategy, which featured marketing professionals from Ford, The Wise Marketer, and Politecnico De Milano. During the event, we received many intriguing questions from the audience – but we didn’t have enough time to answer all of them. So, we’re now using this article to continue the conversation and provide answers to some of those questions below.
If you have any additional questions, feel free to reach out to our loyalty experts, Katarzyna Kulczycka and Christopher Sandstrom.
And if you haven’t seen the webinar, you can click below and watch it on-demand.
Q: How can you easily evolve a program from multichannel to omnichannel?
Implementing an omnichannel strategy does not mean changing your business model completely. If your current business model is working, an omni-channel strategy can be added as an extension to make improvements to the user experience.
What will save you a lot of time and money, though, is using MVP testing for finding stumbling blocks along the omnichannel path. You need to plan you omnichannel strategy carefully and be fully committed to making it a success.
Going omnichannel, also means you need to be proactive, meaning you have to anticipate what’s coming next and plan ahead. It is essential to recognize new opportunities and know how to use the omnichannel to the fullest potential.
Q: What do you think is the best approach to responding to customer satisfaction feedback? How can you ensure customers are happy with your response method or issue resolution?
First of all, your response should be near instantaneous and as personalized as possible. If they are not satisfied with your response, your next should be even more personal (possibly a phone call instead of yet another email).
Q: How is it possible to win back inactive customers?
You can identify customers that are about to become inactive before they do and use a win back campaign when their buying frequency of visit decreases. You can also create personalized offers based on past customer interactions that turned out to be successful. Of course, you should also measure the efficiency of those offers.
Q: What are the most common mistakes causing an increase in churn rate?
- Not Analyzing Customer Behavior
- Not Re-Engaging With Past Clients (Focusing on acquisition mostly)
- Not Asking for Feedback
- Not Making Customer Relationships a Priority (Not being responsive & proactive)
Do you have any more questions?
Senior Business Strategy Consultant at Comarch
Director of Marketing at Comarch North America