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  • David Remington

Using technology to improve customer experience



The difference between companies that fully embrace technology and those who are slow to adopt is dramatic. Evolving technology offers an extreme competitive advantage to businesses willing to embrace a culture of innovation, as all industries continue to undergo constant change. Using technology to engage clients can be a significant differentiator in your service delivery.


Technology is imperative when it comes to increasing efficiencies within the workplace. It offers you greater access to information, and AI tools can help automate mundane tasks. One aspect that is often overlooked, but is now starting to come to the forefront, is how technology can enhance the client experience.


Here’s why we believe client experience is so important, as well as how technology has already improved the client experience.


Is it important to offer a good client experience?

Companies need to be able to distinguish themselves from competitors. It’s that edge that makes the client think of you first when a problem arises. It’s the experience a client has with a company that keeps them coming back.


Customer experience expert, Annette Franz, defined client experience as, “The sum of all the interactions that a [client] has with an organisation over the life of the 'relationship' with that [organisation]…and, especially the feelings, emotions, and perceptions the [client] has about those interactions." So, the question becomes ‘how can you create more connection and interaction points with the same amount of resources?’


The answer is simple—technology.


Evaluating technology to enhance client experience

Technology can certainly help create more connection points between business and client, but technology can’t be seen as the silver bullet. It’s not the be-all and end-all answer to all of your company’s questions. Evaluating and implementing technology is a measured approach. It’s important to understand the goals of both the clients and your business. This begins with a simple conversation with your clients. It’s important to understand what the clients’ feelings are on what makes the relationship easier, what their problems and issues are, or how you can improve on a matter-by-matter basis.


Your clients know they have a need or a problem, but it’s up to you to come up with the solution. When evaluating technology, companies need to understand the needs of the client and how to best serve that need. Do your due diligence by looking at options, narrowing it down to three or four options and determining if it meets more than one need of your client.


Benefits of enhanced client experience

After implementing a new client-facing technology, you should see some of the following benefits:


●     Internal teams want to learn about the new technology platforms so they can begin to take it to their clients for collaboration purposes.


●     Current client relationships are becoming stickier. When a client has a problem, they’re thinking of your company first because of the custom and unique experience each client has. Clients will see the links between issues and how the new technology is helping to address them.


●     Attract new clients. Actively use the relevant technology to pitch to clients by demoing the platform with examples specifically tailored to the prospective client.


You’ll begin to see the benefits of implementing client-facing technology on a daily basis when attracting new clients, or current clients starting to come to you for matters they might not have before. It also shows you as proactive in your representation, and not reactive–a trait all businesses should possess.

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