How to navigate customer experience in a post-Brexit world.

Marcela Mielnicka
Author: Marcela Mielnicka
Marketing Executive

With so many companies in the midst of digital transformation efforts, the end of the Brexit transition period has the potential to affect the customer experience (CX). 

Changing regulations will have an impact on many sectors, as will disrupted supply chains and logistics. Consumers will expect brands to provide a seamless service, with accessible information (on their preferred channels) about how they are affected. But how do you manage this when we don’t yet know what the exact impact will be? And what can you do now to prepare?

These 3 ideas will help.

Think self-service and multi-channel to communicate efficiently

When there’s uncertainty, communication becomes particularly challenging. With your strategy prepared already, now is the time to act, so you can reassure customers they’re in safe hands. One key lesson from the coronavirus pandemic is that people want real-time, honest information on their channel of choice.

Self-service enables this. Using AI-powered chatbots across voice, website, messaging apps and social media can help you answer questions in a personalised way and at scale. On the outbound side, look at what messages need to be incorporated in different campaigns, check customer service emails and review SMS sequences to manage expectations. 

Get a clear view of customer data and the customer lifecycle

As we begin to see the first signs of what a post-Brexit business might look like, the best way to prepare is to ensure systems and processes are watertight – and that everybody’s working from the same plan. Collaboration across IT, legal and compliance, marketing, customer success and line-of-business will be imperative when it comes to coordinating messaging and providing support.

Siloed data can be a huge stumbling block for this, leading to inefficiencies and missed opportunities. A centralised way of viewing data from across the customer lifecycle can highlight areas for improvement or automation. This doesn’t have to involve reconfiguring legacy systems or deploying new ways of working. Instead, add a secure layer on top of your existing technology stack, bringing together data from different systems so it can be used more efficiently.

This complete view then improves collaboration across the business, because people have wider visibility into each customer’s lifecycle. It also leads to greater campaign effectiveness, because it’s easier to manage the customer journey across channels and touchpoints

Keep CX at the heart of everything

All this comes back to how we make customers feel. They need to feel listened to, valued and engaged with – so that their experience feels personal and relevant. Customers must be reassured that, whatever opportunities and challenges post-Brexit brings, you have their best interests at heart. And when they have that reassurance, loyalty and revenue follow.

Learn how Engage Hub can help with quick-win CX improvements to streamline the post-transition period. Get in touch today.

Marcela Mielnicka
About the author: Marcela Mielnicka

Marcela is the Marketing Executive for Engage Hub. Holding a degree in Sociology and Media Studies, Marcela is perfectly placed to orchestrate cross-channel marketing activities across the organisation. With a passion for emerging technologies and a critical eye for detail, Marcela is a specialist in social media, email marketing and delivering innovative, creative content to the market.