Leaders today are facing a confronting fact: customers are leaving despite large investments in state-of-the-art technologies and initiatives. The clue may lie in the reason why companies struggle to connect with their customers: the human element.
As digital everything takes hold — and the marketplace becomes even more crowded and commoditised — thinking and acting human is a key differentiator. Today’s consumer will switch from one brand to another over a single negative experience. People innately gravitate towards experiences, products and relationships that feel distinctive, engaging, personal and coherent. Organisations that embrace this see stronger brand satisfaction, deeper relationships, and improved customer retention.
So how can your business make interactions more appealing and more real across every channel, product and touchpoint?
1. Create a holistic view of the customer
To achieve a more human-centric model, companies need to embrace the idea of a unified enterprise where data floats free of departments, groups and silos. In this single-view, data-connected world, consumers receive the appropriate experience at the right time, regardless of what device they’re using or how they’re interacting with the company.
With this foundation in place, a business can achieve a unified customer view across business lines — and spot changes immediately. Marketing, sales, support and other functions are equipped to act faster, smarter and better.
What to consider
Does every business group have a unified view of each customer?
Are you investing more in legacy tech or innovation?
Has your company adopted a flexible, cloud-based infrastructure?
Is customer experience central to your tech initiatives?
2. Provide a personal touch
Companies must offer highly personalised experiences. Customers want to feel valued, and businesses that tailor solutions to individual preferences show they care. Trust plays a key role — customers are more willing to share personal data with companies they value. However, many businesses struggle with personalisation due to limited technical capabilities and siloed systems.
To succeed, companies need to collect and use the right data to offer timely, relevant solutions that build loyalty. Achieving this requires breaking down silos and creating a unified view of the customer. When done right, businesses can achieve real-time interactivity, aligning marketing, sales and support to make customers feel truly valued.
What to consider:
Is your technical infrastructure robust enough to integrate data sources?
Are customers clear on how their data is used?
Are you using customer data to add value for them, not just your business?
How confident are you in your ability to protect customer data?
3. Improve your listening skills
Customers expect to be heard whenever and wherever they interact with companies. However, many businesses struggle with a disjointed channel strategy, leading to a fragmented customer experience. Investing in digital channels is important, but it's more crucial to enhance internal connections to focus on customer experience.
A great example is how streaming services allow customers to switch devices and continue watching seamlessly. Customers expect this kind of experience across all interactions. Hearing customers means integrating their preferences and behaviours to deliver the best possible experience every time.
What to consider:
Are your processes streamlined for consistent, relevant interactions across all channels?
Do customer requests have clear resolution pathways?
Are you offering digital channels for low-complexity enquiries?
Do employees have the data they need to make customer conversations tailored, sympathetic and real?
4. Start with the employee experience
A great customer experience starts with a great employee experience (EX). Employees expect the same efficient, intuitive systems that customers do. Poorly designed interfaces and outdated technology frustrate employees, leading to decreased efficiency and poor customer service.
Investing in employee experience, training and upskilling is essential. Employees who feel valued and supported are better equipped to deliver outstanding customer experiences.
What to consider:
Is EX a priority in your technology and functional initiatives?
Are you tracking EX as a key performance indicator (KPI)?
Is your infrastructure equipped for real-time service?
Do your technical investments enhance the speed of customer interactions?
5. Take small steps towards big goals
Like a great restaurant where every detail adds up to a memorable experience, companies should take a "think big, start small" approach to transformation. Setting big goals is important, but defining an incremental roadmap helps avoid failure.
Often, stakeholders are hesitant to give up legacy systems, fearing the loss of essential capabilities. However, adopting a low-risk, agile approach can bring significant value and flexibility. A clear roadmap with key objectives reduces delivery risks and allows the company to adapt to new needs.
What to consider:
Have you established a strategic framework and roadmap?
Are you using an agile approach to delivery?
Do you have adequate change management and training initiatives in place for employees?
Are you tracking the ROI of technical investments?
Human connection matters
Leading organisations recognise that the endgame isn’t only to connect with customers at a deeper level but to anticipate their needs and desires. At that point, your company may develop a sixth sense about your customers and deliver magical and truly transformative moments that elevate your brand and customer relationships.
This is an abridged version of an article that originally appeared in PwC’s TechEffect. If you would like to find out more, please get in touch with Josh.McCabe@au.pwc.com
