Organisations in Kenya have been challenged to converge customer touchpoints to achieve a seamless digital experience.
Speaking during a breakfast meeting hosted by CM.com, which manages a software suite for conversational commerce, organisations were challenged to invest more effort in customer experience to meet the demands of changing customers. The event explored the role of connecting all your consumers’ contact points for a more seamless experience.
Stewart Mackay, Team Lead, New Business and Account Management, CM.com, South Africa urged businesses to use the omnichannel approach when dealing with modern customers.
“Customers use more than one channel to engage organisations. You need to address the inefficiencies that come with customers expecting real-time responses across all the digital platforms,” he said.
Regarding market demographic trends, Stewart highlighted that millennials and Gen Zers who now dominate users and consumers prefer digital channels for communication.
Therefore, he said organisations should improve the digital experiences of their customers or risk losing them to competitors with better online platforms.
“Customers are not loyal, you need to drive loyalty through customer experience and support,” he said.
Noah Amoke, Business Development Manager at CM.com, Kenya, said when organisations invest in customer experience, they have an opportunity of overachieving customers’ expectations.
Rosebella Abok, Head of Operations & Customer Experience, BrighterMonday, Kenya said achieving customer experience should be an organisation-wide effort.
“Stop wasting customers’ time for tasks that you can automate. Reduce customer effort by removing siloed processes in organisations,” she said.