Dubai-based Customer Experience Expert Raluca Berchiu supports some of MENA ’ s largest organisations and visionary leaders with their CX journeys and digital transformations . Here she shares her expert insights on why CX matters , especially in tough economic times
Q . RALUCA , IS CUSTOMER EXPERIENCE RECESSION-PROOF ? SHOULD COMPANIES STILL KEEP INVESTING IN CUSTOMER EXPERIENCE DURING AN ECONOMIC DOWNTURN ?
» Customer Experience shouldn ’ t be considered a luxury – CX is the whole ballgame !
We are wrestling with a global recession that impacts every industry . In the interest of simply surviving , companies are understandably inclined to prioritise short-term savings at the expense of long-term growth .
There is a temptation to reduce the CX spend . The temptation is amplified by the fact that most companies don ’ t have a proper measurement process in place to conduct a yield analysis and understand the ROI of their CX spending . If costs have to be cut , cutting them here is a recipe for disaster .
“ Organisations need to supercharge their CX strategy to break out of the “ sea of sameness ””
Q . ARE YOU SAYING THAT COMPANIES THAT PRIORITISE CUSTOMER EXPERIENCE DURING RECESSION ARE MORE LIKELY TO EMERGE STRONGER ?
» Recession is the time to double down on CX . When faced with forces beyond our control , the answer is to focus on what is within our control . For example , the way our customers experience our brand is fully within our control . We can keep our customers close , uncover what matters to them , and serve them better . This approach will not only make them feel cared for and valued , but it will also set us up to thrive in the years ahead – a time when this recession is in the rearview mirror .
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