Let’s talk about CX: Event Recap
Here are the top takeaways from our event as part of Leeds Digital Festival.
As part of Leeds Digital Festival, AAWE organised a sold out event to discuss the current state of Customer Experience. The first half of the event featured a talk from our Founder and Managing Director, Tom Belt. It covered how important it is to understand what your customers expect, and manage these expectations in the reality of the customer experience.
The second half featured an expert panel discussion where we concentrated on the world of Financial Services. A category perhaps most affected by shifting expectations in what customers expect. Our panel was made up of leaders in this space, all of whom work within Financial Service providers within the wider Leeds and Yorkshire region.
Melanie Wilkinson, COO, OnePay
Josh Hall, Senior Propositions Manager, first direct
Sam Goodacre, Director of Product, Lenvi
With so much insight to share, it was impossible not to take a huge amount from the session. But here are the top five takeaways which we believe will help you to create better customer experiences.
1. There's nothing like customer stories
In an increasingly digital world, data is everywhere. But the data we get from customers can sometimes only be half the story. For a consistently rich source of insight, talk to your customers, listen to their calls or hear their stories directly.
2. Expectations only ever rise
Customers are irrational. What they expect from you will only become more and more demanding based upon the experiences they are having elsewhere. It's vital you keep up and create experiences to match.
3. Take inspiration from everywhere - including your colleagues
It was amazing to hear how teams at first direct, OnePay and Lenvi respond to customer challenges. Your teams and how they rally to solve problems can be inspiring. Do everything you can to support them to impact what customers actually see and you will be rewarded with business growth.
4. Bring everyone round the table
Although Customer Experience is seen as a discipline in it's own right. It takes multi-disciplinary teams to create change. Do what you can to bring the right people together as early as possible when creating customer experiences.
5. AI should never frustrate
We are at the early stages of AI implementation. Although it's use is clear. It should never cause frustration for customers, regardless of the operational efficiencies it creates. You may be saving time, but you're harming your reputation.
Thanks you to everyone who joined us. Get in touch if you’d like to receive info on any upcoming AAWE events.
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