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Kundeoplevelsen er højt på agendaen de fleste steder, men hvad indebærer den egentlig? Vi mener, at det er alt, som jeres kunder mener, tænker og føler om jer. Hvordan kunden oplever jeres produkter og tjenester. I det lange løb er det jeres varemærkes positionering i jeres kunders øjne.
Selvom I er en B2B-virksomhed, så påvirkes kundeoplevelsen af individet, som interagerer med jer. Vi har, som købere af produkter og services, samme krav og behov, som når vi er forbrugere.

1. Øg effektiviteten – for både kunderne og jer

Helt simpelt, jeres kunder kan ikke lide at vente. Hvordan har du det selv, når du skal sidde i telefonkø i en halv time? At kunne få hjælp hurtigt og effektivt er vigtigt for de fleste virksomheder og individer. Ved at opbygge en effektiv selvbetjening (Self-Service), som er tilpasset jeres kunders behov, kan I opfylde disse krav og dermed styrke kundeoplevelsen.

effektiviteten-og-styrk-kundeoplevelsen

Dårlig selvbetjening er værre end slet ingen selvbetjening! Det mener 77 procent i en undersøgelse foretaget af Vanilla Forums. Derfor er det ikke nok med, at bare have en selvbetjeningsløsning, den skal også fungere godt

Når I giver kunderne mulighed for at håndtere tilbagevendende bestillinger og aftalte abonnement på egne hænder, når som helst, kan I gøre tingene meget lettere for dem. Selvbetjening gør også, at kunden nemt kan håndtere og opdatere sine data. Alle vinder på det. Jeres arbejde bliver også mere effektivt, og I reducerer de administrative omkostninger.

Med smarte chatrobotter kan I bidrage til en god selvbetjening og yderligere løfte kundeoplevelsen. Kunden får hurtigere hjælp døgnet rundt, mens jeres kundesupport sparer værdifuld tid. Ved at bruge chatrobotter vil I som virksomhed og jeres kunder spare 2,5 milliarder timer i kundesupport frem til år 2023 ifølge en prognose af Juniper Research.

2. Styrk kunderelationerne

En anden ting, der kan sløse med jeres kunders tid, er, når de får helt irrelevante tilbud. Sørg derfor for, at I ikke bliver et irritationsmoment for jeres kunder. Send kun tilbud, som er relevante for netop dem. Det viser, at I forstår deres behov og at I faktisk interesserer jer for dem. Så positionerer I jeres virksomhed som en strategisk partner, som tilfører værdi, samtidig med at I styrker kunderelationerne.

Stærke kunderelationer er guld værd, særligt i det nye normale, hvor det direkte salg prioriteres, blandt andet på grund af et forsvindende forhandlernet.

En god måde at øge relevansen i jeres kundeoplevelse er at blive bedre til både at forstå og forudse kundernes behov. Det kan være lettere, hvis I samler al information om jeres kunder fra alle de forskellige berøringspunkter i kundeprofiler inden for et system for hele virksomheden, for eksempel et CRM-system. På den måde skaber I et 360-graders overblik over jeres kunder og kan nemt opfange kundebehovene. Så har I mere data til rådighed, hvilket indebærer, at I også vil kunne udnytte prædiktiv analyse (machine learning) til at forudse jeres kunders behov og problemer, så de ikke falder mellem stolene. Resultatet bliver stærkere kunderelationer, hvilket fører til reduceret kundefrafald og højere Customer Lifetime Value.

Styrk-dine-kunderelationer

3. Sælg mere til eksisterende kunder

Med e-handel kan du udnytte kraften i AI til at skabe en personlig shoppingoplevelse for dine kunder 1

I det nye normale lægges større fokus på at tage sig af eksisterende kunder. Frem for alt er der behov og muligheder på eftermarkedet. Med ny teknologi og på grund af foreliggende omstændigheder har I mulighed for at følge jeres kunder længere.

Men hvordan adresserer man disse behov og varetager mulighederne for at styrke kundeoplevelsen? I en artikel på CMSWire fremhæves tjenesteficering (Servitization) som eksempel på en ny måde for produktionsvirksomheder at skabe merværdi for sine kunder.

Takket være AI (Artificiel intelligens), IoT (internet-of-things) og sensorer, som opfanger nøjagtige oplysninger om, hvornår der er brug for service af f.eks. en maskine, kan I tilbyde service som tjeneste. I kan sende underretninger, når det er tid til service, og pakke-servicer med produkter på en helt ny måde. Resultatet bliver øget salg til eksisterende kunder, samtidig med at kunderne får merværdi i form af blandt andet reduceret nedetid.

Læs mere om, hvordan du går til værks med at give kundeoplevelsen et løft. Download vores guide!

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