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Featured Story | Written by James Hayward
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The digital customer experience management tools your business needs to know about.

As customers, our desire to connect and consume information across multiple channels grows ever greater. Brands must be ready to provide a comprehensive online customer experience management strategy.

24 Jun - 10 min read

Human Behaviour

We hold devices with the ability to communicate 24/7 in the palm of our hands, these devices have intrinsically altered human behaviour – making us hungry for information and meaningful online experiences.

In saturated and competitive markets, where CX remains one of the last areas for differentiation, brands must adapt their customer experience strategies to effectively cover all these channels, ensuring that every touch point available to customers is monitored and managed to deliver a unified and seamless customer journey. These are the top 6 channels to consider when providing a comprehensive online customer experience management strategy.

Social Media

Social media offers consumers the opportunity to contact brands on their own terms; at a time of their choosing, and as publically or privately as they wish. Brands must be aware of this ‘always on’ mentality within their CX management strategy, with customer service hours mirroring business open hours often seen as best practice.

With Instagram’s recent introduction of their ‘Checkout’ feature adding to the list of ways in which people can engage with brands on social media. Businesses must ensure that they have a joined-up, cross-channel approach to customer experience management on social media so that customers feel reassured and listened to and ultimately these social interactions lead to brand loyalty and brand recognition.

Paid Ads on Social

The death of organic reach on social media has paved the way for paid ads. Social networks have updated and tweaked their algorithms which has fundamentally changed the way we all use these networks. With Facebook releasing a statement discussing how they are reducing ‘engagement bait’ and how they aim to let groups and local news take precedent in our newsfeeds, brands must adapt to ensure their content is getting in front of the right eyes, through targeted ads. By putting a little bit of budget behind a post, brands are able to amplify its reach, enhance their targeting and boost awareness in line with business goals – recouping ad spend in no time

Live Chat

Live chat is the fastest way for a customer with queries and requests to talk to your brand, enabling you to have many personalised conversations at the same time that add value to the customer experience. As well as providing the opportunity for a more ‘human’ interaction, quickly. This one to one customer experience allows businesses to deal with a greater number of customers, in less time and create more satisfied customers. This instant channel of communication gives brands the ability to provide meaningful support for complex customer enquiries, complimenting automated or more traditional self-serve FAQ responses. Live chat as part of your brand’s customer experience management strategy can also take the pressure off email and telephone channels and offers real-time interaction that may prove crucial depending on where the customer is in their buying journey.


Social analytics is yet another tool in a brand’s arsenal which you can use to build up an accurate picture of your audience. Social analytics allow a brand to monitor, analyse, measure and interpret it’s digital relationships and interactions in terms of both people and content. Social analytics allow a brand to set considered and informed strategies that are based on real insights, and for comms teams to discover what’s working for them and what isn’t.

This visibility on your brand’s social performance – its strengths and weaknesses can allow you to tailor your digital customer experience management practices and tools, to service your customers better. As well as providing clear metrics of engagement such as response time, sentiment shift and inbound volumes.

CRM Integration

Integrating your social and customer service channels with your brand’s CRM system allows brands to have a single customer view, at the initial point of contact. Build a picture of your customers, their behaviours and their individual history with your brand. CRM integration helps brands overcome the challenge of moving seamlessly between channels – just as consumers do; giving customer service agents, on every channel a complete chronological history of a customer’s every interaction with you. These speedy and informed interactions deliver consistently high levels of service to the customer, building trust at every point of contact.

Social Listening

Taking advantage of social listening as a tool in your customer experience management arsenal provides unbiased insights into online chatter surrounding your brand. Ensuring you have early visibility on these conversations and discussions allows comms teams to be proactive in any response to negativity, or similarily capture and share and positive PR or sentiment.

Social listening also allows brands to gather information and a deeper understanding of what is happening within the markets they operate in; closely monitoring competitor’s online activities and consumer opinions on them. This kind of tool is vital to ensure you are not missing out on valuable industry insights and customer opinions, feeding this information back into the business to inform product and service development, and making your CX team the “voice of the customer” for your organisation.

To see how Oro’s complete online engagement ecosystem can provide your brand with the customer experience management tools needed to deliver effortless, powerful online customer experiences and marketing, book your demo now.

James Hayward, Client Success Manager at Orlo, has a wealth of experience in managing customer service teams, helping organisations drive continual value for their service users, and using his creative and analytical skills to determine key areas for revenue growth. In his spare time, James loves to travel, study new languages, their history and culture.

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