How to identify your customer’s pain points and improve customer experience with AEP

We live in a rapidly changing world due to everything from the digitization of industries to catalyzing global events like COVID-19. How can businesses not only survive but thrive amidst this climate? The key lies in identifying your customers’ pain points and delivering a tailored customer experience that addresses their needs.

In 2021, customer experience has evolved beyond quick response times to customer inquiries. Today, companies – including those in the financial services, automotive, and travel & hospitality industries – have more touchpoints with their customers than ever and a wealth of data at their disposal. And the organizations that stand out are those who see the patterns in this data, identify the customers’ pain points, and offer a targeted solution, who stands out.

So how can your business get to that point? Let’s break it down:

1.See the signal in the noise

In 2020, 1.7 MB of data was created per person per second – and this number is growing exponentially. With this much data available at our fingertips, businesses have the opportunity to find out which information is relevant and what to do with it.

It might sound simple, but connecting the dots across thousands of interactions is no easy feat. It can quickly snowball into unmanageable spreadsheets and a never-ending struggle to align your team. This is where Adobe Experience Platform, a single intuitive interface to consolidate all online and offline data from customers, comes in. Tracking various metrics like purchases, revenue, and drop-offs across multiple channels tells you a lot about a customer. You can even follow individual customer journeys to understand each action in context, taking the guesswork out of identifying their pain points.

Image Source: Adobe Experience League

2.Understand your customers in real-time

Your customers are real people whose needs, preferences, and situations are constantly evolving. For businesses, this also becomes a challenge of keeping up in real time. While a bank or insurance company might create customer profiles to classify their pain points to offer them the right products and services, these are based on a snapshot of research that can quickly become outdated.

With real-time customer profiles offered by AEP, your team is freed from manually stitching together reports and working off static profiles that don’t reflect the real-time changes in your customers’ behaviors and needs.

Use Case

• Comparing orders made via different channels (web, app, point of sale, call center)
• Allowing executives to view Black Friday’s in-store and online traffic in real-time.
• Tracking customers from ad impression to web visit to in-store visits.
• Learning why website visitors call customer service.

CX Analytics (AEP)

• Track product purchases across all channels in a single interface, with comparative conversion and revenue metrics.
• Build a custom analysis in minutes, showing which pages prompt the most call center calls.
• Build and analyze flows for individual customers or segments across channels.
• Create easy-to-use, self-serve dashboards that update in real-time.

Existing BI Systems

• This requires complicated data science and is quickly out of date.
• Comparable metrics and analysis may take weeks to build.
• This is not possible with existing stacks.
• Full analysis is not available for executives until days or weeks after the event.
• Source: Adobe Experience Platform, Customer Journey Analytics

3. Anticipate your customer’s needs (journeys, intelligent optimization)

After understanding your customers, the next step is to digest the information on how customers behave and to anticipate their needs. Learn about how AEP leverages AI to help your team predict your customer’s behaviors and preferences, letting you stay one step ahead and investing your resources where they matter.

4. Meet your customers where they are

Every customer is an individual, and there is no one-size-fits-all to customer experience. This is why it’s important to take a customer-centric approach to personalize experiences that accommodate your customers, rather than the other way around. With AEP, you can configure individual journeys for every customer based on their preferences and past behavior, presenting them with the landing pages, social posts, or promotions that resonate with them the most.

Personalized experiences

• Traffic
• Strategy
• Targeting
• Timing
• Channels

Journey Orchestration (AEP)

• Inbound & Outbound
• Customer-activated
• Individuals (1-to-1 targeting)
• Real-time engagement
• Open ecosystem

Cross-Channel Campaign

• Outbound
• Marketer-activated
• Audience batches (segments)
• Scheduled engagement
• Email, SMS, Mobile, Offline
• Source: Adobe Experience Platform, Journey Orchestration

Customer experience is simple enough to understand but challenging to master. What brands need to remember is the real reason why anyone buys a product or service: to solve a pain point. By leveraging the right tools and technologies, your business’ customer experience can go from good to excellent – and we’re here to help you unlock that potential.

Learn more about how we can help your business overcome digital challenges to get the most out of your customer experience platform.