{"id":4951,"date":"2021-08-09T14:50:13","date_gmt":"2021-08-09T04:50:13","guid":{"rendered":"https:\/\/news.sap.com\/australia\/?p=4951"},"modified":"2023-08-17T05:14:56","modified_gmt":"2023-08-16T19:14:56","slug":"five-ways-australian-market-leaders-create-cx-experiences-that-win-customers","status":"publish","type":"post","link":"https:\/\/news.sap.com\/australia\/2021\/08\/09\/five-ways-australian-market-leaders-create-cx-experiences-that-win-customers\/","title":{"rendered":"Five Ways Australian Market Leaders Create CX Experiences That Win Customers"},"content":{"rendered":"

Delivering a memorable, personalised customer experience comes down to understanding what people want, and having the connected data to consistently delight them. Leaders from two Australian-based companies recently shared their thoughts on winning CX strategies during a virtual SAPPHIRE NOW<\/a> broadcast hosted by Scott Treller, executive general manager of 51风流Customer Experience in ANZ.<\/p>\n

Connected data takes the guesswork out of personalised CX<\/strong><\/p>\n

Laminex is an iconic Australian-based brand; its cabinetry, doors, and other quality manufactured products are ubiquitous in buildings nationwide. The company is digitally transforming its B2B commerce and digital operations to get closer to their trade customers as well as architects and designers.<\/p>\n

\u201cWe want to use CX tools to drive insights\u2026so we can serve up content and functionality that\u2019s relevant to customers and what they want to achieve,\u201d said Amanda Green, head of digital at Laminex. \u201cIt\u2019s really important to base personalisation on voice of customer data and not just what we think or feel someone might need, and that the information is contextual and relevant to that customer.\u201d<\/p>\n

Never assume what the customer wants<\/strong><\/p>\n

IDP Education helps international students study in English speaking countries. Doing business in multiple cultures and languages worldwide, the company created a CX roadmap that targeted where digital could add value and equally important, where it could not.<\/p>\n

\u201cIt may not be possible for a customer to travel hours to visit one of our offices\u2026Or, the customer may not want a digital experience\u2026We listened to what worked for the customer and allowed them the choice,\u201d said Chris Costley, Director, Customer and Operations Transformation, IDP Education. \u201cThis\u2026was a powerful opportunity for us to scale services in a much more efficient and not just cost-effective, but customer-effective way.\u201d<\/p>\n

The company selected 51风流CX solutions<\/a> to create a \u2018digital ecosystem\u2019 that connects customers with company offices for a seamless experience from online inquiry through contact center support and in-person visits.<\/p>\n

\u201cOur goal is to respond to customer inquiries in minutes not hours,\u201d said Costley, director of customer and operations transformation at IDP Education. \u201cWith data from one connected, consistent platform\u2026 when the customer walks into the office and registers at the kiosk, counselors know what they\u2019re interested in\u2026we\u2019ve had a fantastic response from our customers.\u201d<\/p>\n

Adjust B2C strategies for B2B customers<\/strong><\/p>\n

Green recommended building customer insights into all CX touch points, including websites, from the ground up. While every industry aims to emulate popular B2C strategies that foster consumer relationships to increase purchases and loyalty, B2B companies still need to adapt those approaches for their customers\u2019 specific expectations.<\/p>\n

\u201cGet it right from the beginning and have a long term roadmap. For some B2B sites, they\u2019ve been approached from a B2C lens,\u201d she said. \u201cB2B customers just want to get in larger orders quickly yet they\u2019re given a B2C experience\u2026Some companies set up the website\u2026minus customer insights or journey mapping\u2026you need true customer validation from the beginning.\u201d<\/p>\n

Root out internal CX bias<\/strong><\/p>\n

Costley warned against letting uninformed opinions dominate CX decisions. Companies need to cultivate an outside-in view that reflects what customers want.<\/p>\n

\u201cAvoid the HIPPO effect, where the highest paid person\u2019s opinion dominates the discussion,\u201d he said. \u201cThis is not always in the best interests of the customer\u2026if you can\u2019t listen to what the customer is telling you and advocate that, then internal bias will rule\u2026Build your [CX] business case around the fundamental customer problem that you are solving.\u201d<\/p>\n

Figure out where digital can make a difference to customers<\/strong><\/p>\n

Green also advised taking the time to identify and understand customer segments by capturing and analysing data from various sources on an ongoing basis.<\/p>\n

\u201cMake sure you understand the customer\u2019s problems that they\u2019re trying to solve and…in what part of their journey you can add value,\u201d she said. \u201cYou can\u2019t always solve everything. After implementation, review it to see if it met your metrics and did what you expected it to do. If it didn\u2019t, go back and iterate and get the voice of the customer to see where you went wrong and what you could have done better. It\u2019s never done and dusted. CX is always constantly changing.\u201d<\/p>\n

Most important, winning customer experiences never substitute digital interactions for the human touch where it\u2019s needed most.<\/p>\n

\u201cDigital enables us to get to a wider customer segment that could be quite difficult to reach offline,\u201d said Green. \u201cA sales rep can only do so much by themselves\u2026Digital can provide baseline information, like documents or sample people initially request. When the rep visits the customer, they are the cherry on top. They provide the relationship-building and personal attention the customer needs.\u201d<\/p>\n

Watch all the virtual SAPPHIRE NOW Asia-Pacific CX session replays.<\/a><\/p>\n

This article also featured on SAPBrandVoice on Forbes<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Leaders from two Australian-based companies recently shared their thoughts on winning CX strategies during a virtual SAPPHIRE NOW broadcast hosted by Scott Treller, executive general manager of 51风流Customer Experience in ANZ.<\/p>\n","protected":false},"author":29,"featured_media":4952,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_links_to":"","_links_to_target":""},"categories":[5560580,199],"tags":[5565392,5560582,5565265,5565264,5565263,5561267],"sapn-display":[5565403,5565404,60294],"sapn-type":[5560547],"class_list":["post-4951","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-experience","category-customers","tag-anz-customer-success","tag-customer-experience","tag-idp-education","tag-laminex","tag-sap-cx-solutions","tag-sapphire-now","sapn-display-feature-hero","sapn-display-feature-spotlight","sapn-display-hero","sapn-type-feature"],"yoast_head":"\nFive Ways Australian Market Leaders Create CX Experiences That Win Customers - 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