If the foundations of customer experience haven’t changed, the method in which they’re implemented must!

Digital Marketing


Every company competes with world-class brands in today’s worldwide economic landscape. Customers want a smooth, positive customer experience whether they’re working with one of the world’s largest corporations or a small local business. And, in the aftermath of the epidemic, as digitization accelerates, global competitiveness will further intensify.

Businesses confront three key obstacles in meeting these expectations and providing a sophisticated consumer experience. First, while responding to requests from external consumers, businesses must be flexible. Then they’ll need tools to support that agility, such as systems that allow teams to access knowledge in a transparent manner. Finally, in order to effectively address customer concerns, customer experience managers must take a proactive rather than reactive approach.

Challenge 1: Defining the circumstances for a quick reaction.

Customer communication may be challenging at times. Customer questions may pile up with additional channels, from social feeds to out-of-date email boxes and phone lines. This is especially true in the era of the pandemic, as 90% of B2B firms have shifted to virtual sales strategies, which only adds to the volume of digital requests in route.

Agility, which is at the heart of a great customer experience, might be hampered by this volume.


It makes all the difference if you respond quickly. Reassuring the customer and proving your capacity to listen and meet their expectations helps to build a trusting connection. Silence or a lack of response, on the other hand, simply adds to the irritation and creates additional long-term problems.

So, even though we have more channels to handle and a more scattered staff, how can we speed up these important replies to customers? The idea is to make sure you have a central hub that collects all incoming customer messages and allows you to quickly allocate, respond to, and escalate issues as needed. As a result, you can ensure that no consumer falls between the cracks.

To accomplish so, it uses a channel-based messaging platform to manage its customer experience teams. Using connections with technologies like PagerDuty, Zendesk, and social media like Twitter, the channel puts all relevant team members and customer questions into a one area. Teams may communicate on requests and exchange tasks after they’ve entered the channel, allowing them to provide high-quality experiences rapidly.

Furthermore, channels not only aid in the management of first answers, but they also make dealing with continuing and complex client questions simpler.

Consider the case of Deliveroo. Deliveroo includes external partners into its community and team as part of their cooperation via Slack channels. This customer-centric perspective is shown by Deliveroo’s approach to business meals, which is in accordance with the company’s standards.

Deliveroo clients use Slack to place their orders in a dedicated channel and specify any dietary requirements. A Slack bot then shares real-time order status updates as they happen. Customers could previously phone, text, or email 20 times with 20 separate order modifications, making it easy to forget information. Deliveroo guarantees that its business partners receive rapid updates and are constantly in the loop by centralising conversations on a medium like Slack.

Challenge 2: Deliver the appropriate information at the right time.


The most rapid consumer feedback is only useful if the data on which it is based is reliable. It’s just as vital to synchronise the teams and their historical knowledge as it is to build a relationship with the client in organisations with complicated operations where sales, marketing, and customer support teams work together.

While email may conceal critical information from those who need it, and phone conversations may restrict openness about the current state of a problem, a channel-based messaging app may bring everyone together, exchange expertise, and provide a consistent user experience.

This is critical / essential because difficulties occur when consumers see / notice gaps between distinct offerings. Nobody enjoys being sent from one department to the next and having to (re) explain their problem over and again. Updates are collected together in one place using channel systems, so consumers don’t have to explain themselves to another department for the 14th time.

Furthermore, by centralising all prior client requests in a single location, teams may quickly identify solutions that have already been implemented to fix problems, rather than duplicating work that has already been done.

But, what could be better than offering clients with these efficient solutions? Prevent the occurrence of these issues in the first place.

Challenge 3: Make the transition from reaction to proactive behaviour.


When it comes to customer service, being proactive involves detecting problems before they occur. Working with a channel-based messaging software can assist you in accomplishing this in two ways.

To begin with, using channels makes asynchronous work easier. It’s conceivable to hand the baton to a team in a different time zone or location, and they’ll get all the information they need right now. This makes it much easier to give help 24 hours a day, seven days a week. It also means that teams can detect problems early on and resolve them before they spread to other parts of the organisation.

Second, they may communicate swiftly on important issues by utilising a technology like Slack Connect, which substitutes email with a safe and productive way to interact with external partners. Consider Veepee, the e-commerce startup that works with payment service providers using Slack Connect. Veepee and its partners’ IT teams can jointly detect issues before they become significant to the client by working together in real time. All of this while simultaneously developing a commercial relationship – a win-win situation!

Coordination and centralization are critical.

The principles of providing a positive customer experience haven’t changed, but how we should go about implementing them has. Customers want businesses to be responsive, informed, and proactive today, and much more so tomorrow. However, in the digital era, with more complicated and worldwide enterprises, doing this is more difficult than ever.

Channel-based messaging applications, on the other hand, enable businesses to deliver seamless customer experiences in tune with the rapidly evolving digital age by centralising communications with customers in a single space, eliminating silos between tools and teams, and collaborating with external partners.

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