Customer experience: the key to business success

This article was written for our sponsor, Verizon

In today’s competitive marketplace, businesses can not afford to take their customers for granted. To create loyal customers, companies are implementing better customer service and they are seeking ways to provide the best overall customer experience.

Defined as the sum of all consumer interactions with a business, from first hearing about the businesses to deciding whether or not to make a purchase, customer experience (CX) has become a necessary focus. “I believe customer experience is becoming much more important than it ever has before. Customers are rightfully more educated and demanding, and there are plenty of options out there for them to choose from. If it’s not an experience a customer feels great about, where they feel appreciated, they can take their business elsewhere,” said Mark Tina, Vice President of Business Sales for Verizon Business.

He added, "For example, every day at Verizon we work as hard at keeping our existing customers happy as we do acquiring brand new customers, and it is the same for businesses of any size. We have targeted segments within Verizon Business to address the needs of any business customer ranging from the start-up entrepreneur all the way to our largest Global Enterprise customer base. If you are bringing in new customers through the front door and losing them out the back door, what is the point?"

Through his position at Verizon Business, it is Tina’s role to both ensure good experiences for Verizon’s clients and help them provide the best possible experience to their own customers.

To do that, Verizon often thinks of CX as “connected experience.”

“When you think about the world we live in, without connectivity, we have nothing. [Verizon] specializes in connectivity. That is our core competency,” he said. “And the customer experience has evolved to where digital must be built in. Even in a brick and mortar operation, digital presence and connected experiences are still very important.”

While it may seem daunting for small and midsize businesses to keep up, partnering with a connectivity and technology partner can help provide world-class CX.

Connection, communication, and security

Not only should businesses ensure their website and e-commerce provide user-friendly shopping opportunities, but they should also scrutinize and enhance their in-store offerings. Increasing connectivity technology within a storefront can allow for mobile point of sale and curbside pickup. This will increase convenience for customers and it will avoid the optics and headaches of long lines, which are often a top frustration for shoppers.

Another common grievance is inefficient call center experiences. According to a HubSpot Research Consumer Support Survey, ⅓ of customers say waiting on hold is the most frustrating aspect of getting customer service help. Another ⅓ says their frustration lies in repeating themselves to different representatives.

Verizon Business provides an easy solution to this through cloud-based call center solutions. Tina said, “People want to call and get information quickly. The contact center application can help them with that.” Because business requirements vary greatly, so do the call center solutions. From automated messages for frequently asked questions to direct call routing, there is a fit for every need.

Last, in this day of consistent cyber attacks and the threat of identity theft, consumers must feel confident in the security of a business before they input their data or make an online purchase. Verizon offers their small and midsize business customers a full suite of security measures covering every point of connectivity and data. This reliable security is paramount to the overall customer experience.

Innovative technologies

In addition to everyday communication and connectivity, partnering with Verizon opens the door to incredibly innovative technologies. Artificial Intelligence (AI), Augmented Reality (AR) and Virtual Reality (VR) are some of the hottest, growing technologies on the market. They have the potential to revolutionize the way businesses interact with their customers. Partnering with Verizon opens the door to providing incredible AI, AR and VR offerings.

Tina said, “Verizon has a vast network of best in class partners that can be bundled together to provide full end to end solutions at very competitive prices.”

Not sure where to start?

As businesses begin considering how to incorporate technology and connectivity into their overall provided customer experience, Tina advised, “Don’t be overwhelmed. You’ve got to start somewhere, so start small. If you don’t start somewhere, you will get left behind. I think that by not making the customer experience your utmost concern, it is only a matter of time before you will lose customers to the competition.”

Ranked #1 in customer satisfaction with small business wireless service two years in a row by J.D. Power and awarded the most reliable 5G network by RootMetrics, Verizon’s small business division utilizes its connectivity expertise to enhance customer experiences for their clients. To get started in improving your business’ CX, visit verizon.com/business.

This article was written for our sponsor, Verizon