Businesses Urged to Use Data for Better Customer Experience

Businesses must tap into customer data insights to sharpen their strategies and foster customer loyalty, emphasised Margaret Takyi-Micah, the Patron of Customer Experience Professionals Ghana (CXP Ghana). Speaking at the third annual CXP conference in Accra on October 6, she urged businesses to delve deep into data analytics to better comprehend customer behavior, preferences, and feedback.

The conference, themed “Customer Centricity: Re-orienting Business, Technology, Process, and People Around the Customer,” served as a convergence point for customer experience professionals from various sectors. As reported by Graphic Online, the event showcased emerging trends in customer experience, with experts offering valuable insights from their own experiences.

Takyi-Micah also highlighted the importance of actionable feedback, stating, “Feedback isn’t just for collection; it’s a tool to refine products, services, and the overall customer journey.” Emphasising the holistic nature of the customer experience, she mentioned that it shouldn’t be confined to a department but should infuse every aspect of the business. “The ultimate goal is not just to satisfy but to convert customers into brand ambassadors,” she added.

Addressing the role of technology, Sylvia Inkoom, Executive Director of First National Bank Ghana, advised businesses to adopt technologies aligned with customer needs rather than merely mimicking competitors. She stressed the importance of equipping employees with the latest best practises to minimise customer grievances.

Esther Dokuwaa Ofosuhene, President of CXP Ghana, noted that customer service transcends mere product delivery; it’s about crafting memorable interactions that leave customers delighted. Supporting this sentiment, Customer and Employee Experience Expert Claire Boscq encouraged creating a positive environment for both customers and employees, underscoring the significance of a conducive atmosphere on individual performance.