Customer experience is being highlighted as a key factor influencing corporate and brand competitiveness.
Customer experience (CX) refers to everything that is felt and thought throughout the entire process of using a product or service, including before and after purchasing it, and is becoming a powerful factor in securing customer loyalty and supporting sustainable growth.
According to the '2024 Consumer Trend Report' published by Qualtrics, a real-world experience management company, the key factor in determining customer loyalty is not price, but the provision of excellent products and services. When Qualtrics surveyed the factors that determine consumers' purchases based on responses from 28,000 consumers in 26 countries around the world, it was confirmed that product/service quality (61%) was the second most important factor, followed by customer service (47%). This suggests that consumers are considering the quality of products and services and the value of customer service experiences more important than price when making purchase decisions.
According to a report titled “The Business Impact of Customer Service on Customer Lifetime Value” by Zendesk, a customer experience solutions company, unpleasant customer service interactions can alter customers’ future purchasing decisions, and customers remember bad experiences longer than good ones. Specifically, 58% of survey participants who had a negative experience said they stopped buying from that company, and 52% said they purchased the product or service from a different company. Additionally, 46% of consumers said that a bad experience two years or more ago influenced their purchasing behavior, while only 21% remembered a good experience two years or more ago.
Accordingly, many companies are implementing advanced customer experience management strategies, such as improving the app or web service usage environment used by customers or establishing a customer satisfaction evaluation management system and reflecting it in their services.
◆ User-centered app reorganization and multilingual CS channel operation considering customer language environment, Sentbee
Sentbe, a global foreign exchange total solution company, is implementing various strategies focused on customer experience satisfaction, such as reorganizing its app based on individual customers' overseas remittance experience and needs and operating a multilingual support CS center that takes into account customers' language usage environment.
Recently, Sentbe has revamped its personal small-sum overseas remittance service app, implementing an intuitive and user-friendly UI (user interface) and UX (user experience) so that customers can use it more quickly and conveniently throughout the entire overseas remittance process. It added a ‘remit with the same information’ function for customers who regularly remit to the same person, and implemented a screen where customers can check and edit the remittance amount, receiving method, and recipient information all at once right before requesting a remittance, effectively shortening the remittance application process and time for customers. In addition, information on frequently sent recipients can be easily checked with the favorites function.
In addition, Sentbe operates various CS channels that support multiple languages to respond quickly to customer inquiries or inconveniences, considering that customers from various countries use overseas remittance services, thereby enhancing positive service experiences. In consideration of customer accessibility, in addition to offline CS centers, it operates various communication channels such as Facebook, Line, WhatsApp, and email. In addition, in order for customers to receive comfortable consultations in their native language, CS is supported in multiple languages such as Vietnamese, Thai, Filipino Tagalog, and Nepali in addition to English.
◆ Establishment of 'Customer Experience Management Center' · Difficult insurance terms converted into easy-to-understand everyday terms, Samsung Life Insurance
Samsung Life Insurance is proactively finding the cause of customer complaints before they occur, protecting customers, and working to provide better experiences by thinking and communicating from the customer's perspective throughout the entire insurance transaction. Samsung Life Insurance's 'Customer Experience Management Center', newly established last year, provides customers with information on various benefits and events as well as the systems and services necessary for maintaining insurance after signing up. For customers about to start pension, it also operates a 1:1 concierge consulting service that provides an expected pension amount and suggests a receipt method that suits their individual situation.
In addition, we have introduced a CX writing system to provide easy-to-understand and clear information tailored to the customer’s level. This is a method of strengthening non-face-to-face communication with customers by converting difficult insurance terms into easy-to-understand everyday language and using Samsung Life Insurance’s own consistent expression method in messages sent to customers. We have also prepared a customer experience management program that allows customers to receive customized guidance on services and systems from their responsible consultant (FC).
◆ Analyzing customer experience and proactively managing based on customer surveys, KB Kookmin Bank
KB Kookmin Bank has established the 'Net Promoter Score Management System' for the first time in the banking industry. The Net Promoter Score is an evaluation method that measures customer satisfaction through simple questions that measure the willingness to recommend to others. It is an evaluation method mainly used by global companies in terms of customer loyalty surveys, and its advantage is that it can clearly identify problem factors and derive practical areas for improvement.
Kookmin Bank uses the NPS survey method for a satisfaction survey targeting customers using KB Kookmin Bank every business day, along with an objective market evaluation of all customer contact points, including channels, products, and services. The NPS management system uses its own artificial intelligence technology, 'KB-STA', to analyze the NPS survey results and provide the analysis results to the relevant department. The relevant department promotes service improvement, informs customers of whether improvements have been made, and goes through a process of re-monitoring whether actual improvements have been made.
With the introduction of the NPS management system, Kookmin Bank has established a system for managing and continuously improving data-based customer experiences. Based on this, it plans to establish customer-centered strategies and provide differentiated customer experiences.
- See more related articles
You must be logged in to post a comment.