With customer expectations increasing, keeping up isn't getting easier. But some companies are exceeding customer expectations.
So from, why some CX strategies fail... to data overload... to the CX trends of the future. Dave Peters, from thefreegiftcompany.com, asks the experts what they think. And hopefully you'll pick up a tip or two.
Today he puts the questions to Steve Gatenby - Head of Product for Co-op Health.
Hi Steve thanks for taking time out to answer our questions.
So let me ask you…
How has Co-op Health improved the customer experience of its customers?
For those who have repeat prescriptions, Co-op Health gives them the option of the convenience of online ordering and home delivery, and by linking direct to their GP surgery puts them in complete control of managing their medication.
What do you wish you knew when you started your CX strategy that you know now?
That over 50% of our users are over the age of 55, and the corresponding considerations on UX and UI for this demographic.
What do you think has been the greatest CX achievement for Co-op Health?
Greatest achievement so far is that we achieved a clean sign up process that enabled us to help users get into the app and manage their medications.
This was despite having thousands of users migrating from a previous app and the fact that the process involves users having to get access to a physical linkage key, in order to connect to GP systems.
Why do you think some CX strategies fail/succeed?
Failure to take time carrying out research and testing with users that match the target demographic.
Is data helping to make the customer journey more delightful for customers?
We’ve conducted research to understand what’s important in terms of the customer journey.
And it is certainly on our roadmap to look at how we can use data to improve the customer experience where it is appropriate and would be helpful to our users.
Do you think we're getting to a stage of data overload?
I don't think we have too much data.
But what’s important here is ensuring that we continue to gain valuable insight from data by understanding the relevance and value of the data that we have.
What CX trends do you see happening in the next few years?
Greater increase in Natural Language Processing and conversational interfaces.
It would mean users complete a number of tasks within apps through a conversational approach such as text, and this can more effectively scale to small screen/no screen devices like smart watches, assistants like Alexa/Siri, augmented reality and smart glasses etc.
How is technology helping your overall customer experience?
We are using technology to provide our users with an app based way to manage and order their repeat medications.
We are providing a clean, simple front end experience, and utilising technology at the back end to drive increased efficiency, faster service and provide multiple delivery options (such as click and collect lockers within our Co-op Food stores) to give our customers the best end to end experience.
Is proving the ROI of a good customer experience still a challenge?
Yes.
If any readers are looking to start a CX strategy, what advice would you give them to increase their chances of success?
Take time to understand your customer.
Carry out research and use early stage prototypes to get feedback.
Clearly articulate the problem you are trying to solve for your customers.
Implement a delivery process that enables you to start with an MVP and quickly iterate based on how customers are using your app.
Although it seems an obvious thing to say, make sure all decisions made are a direct result of a customer need.
That’s wonderful Steve, thanks again for your time and insight.
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