In today's technology-driven world, the power to make or break a brand is literally in the hands of the customer.
Increasingly, brand reputations are being established by 'word of mouse' via social media and other digital channels.
An exceptional customer experience is therefore crucial to establishing a powerful brand reputation.
A report released by Frost - Sullivan, in conjunction with Verint, highlights the need to prioritise the customer experience across all channels, from digital and face-to-face interactions, to enterprise Knowledge Management systems that can address complex customer queries.
The report indicates that over 82% of organisations regard customer service as a competitive differentiator.
However, many struggle to meet the rising customer demand for highly personalised, responsive and consistent interactions across all channels.
Knowledge management systems are a way of helping businesses deliver a more seamless customer experience and drive deeper customer engagement.
The report found that an Australian Government agency saw its customer satisfaction levels surge to 93% after implementing a centralised knowledge base.
One of the largest global insurance providers experienced a sharp 30% drop in customer complaints.
Verint APAC knowledge management expert Jason du Preez says that well-designed Knowledge Management systems can bridge the gap between customer expectations and an organisations' ability to deliver on these expectations.
"This integrated, all-in-one solution allows businesses to create, organise, maintain and access knowledge, ensuring that the right information is delivered to the right person at the right time.
"When frontline employees are highly engaged, they are empowered to solve the problem and add a 'human touch' to technical application,"he says.
FuturePeople CEO Linda Simonsen emphasises the importance of 'people power' in delivering an exceptional customer experience.
"Integrated technology solutions have enabled customer service to become more efficient, accessible and convenient for customers," says Simonsen.
"By combining the right technology with emotionally fit employees, customer satisfaction can be enhanced, helping an organisation deliver on its brand promise.
