Customer experience or CX is a critical area of differentiator for a business. Find out 6 key aspects you need to focus on for a successful CX transformation.
#1. Define Your Ideal Customer Experience
Companies with the most successful CX transformations have a clear value proposition and intimately understand the buying process from a customer perspective. It’s imperative to map out your company’s aspirations, values, and shared purpose regarding the customer experience. Without clear targets, employees are disengaged, and your company may not be successful.
At a contact center, the most common pain points for customers are long wait times and being transferred from agent to agent. The ideal customer experience doesn’t force the customer to repeat themselves.
If your company is catering to a younger demographic, such a Gen Y (millennials) and Gen Z (people born after 1997), you must cater to the tech-savvy customer, offering a range of self-service options. Self-service can be enhanced by using automated processes and robotic process automation (RPA).
#2. Understand What Matters to Customers
When issues come up, customer care agents must take note of those issues and work to resolve them. Customer care positions can directly improve CX. That could mean improving in a particular area such as the product itself, or it can cut across the intersection of different business operations. The role of customer care is to identify pain points, their origins, and to inform the departments on how to fix it. This often means fixing the shortcomings of two departments as everything is interconnected in the service journey.
#3. Manage Customer Expectations
Customer care agents should aim to cater to the buyer’s journey through the customer’s eyes. That way, they can see the different touchpoints in a particular buying journey and the departments associated with those interactions. They must work to understand the customer’s mindset if they hope to manage their expectations.
For example, at Disney theme park, a family’s journey starts before they enter the park. They might be exhausted upon reaching their Disney-themed hotel but also excited. These needs are understood and catered to accordingly with large amounts of seating and food and beverage services upon entering.
By getting into the customer’s mindset, the agent can most effectively act to suit their needs.
#4. Innovate Customer Journeys
As stated earlier, customer expectations for the service journey are continually evolving. You must keep in touch with the latest technology trends to maintain your competitive advantage. That could mean creating an omnichannel service experience featuring SMS, online messaging, chatbots, and more.
Staying tech-savvy can also include gamification and role-playing to enhance customer experience. Agents need to stay up to date with training to accommodate new trends.
#5. Empower the Front Line
In a contact center, agents are the first line of defense in regaining the loyalty of a frustrated customer. Once issues are identified, suggestions can be presented to marketing, sales, product development, and other functions of the enterprise to improve.
It’s crucial to give agents the best tools to deliver exceptional customer service. Those tools could be the form of Intelligent Automation (IA) and process automation. That being said, it’s also essential to retain experienced agents and make them feel appreciated.
Disengaged agents who quit can wind up costing your company thousands of dollars. Not only are inexperienced new hires expensive, but they also can’t meet KPIs and service goals. Keeping agents engaged means better CX and increases in return on investment (ROI).
#6. Continuously Improve CX Journey
From initial interest to conversion, there are innumerable customer journey paths, highlighting the importance of covering different touchpoints and channels to optimize CX. The process of optimizing CX must be comprehensive and cover more than just the contact center, though this is the centerpiece of CX.
For example, an optimized call center can directly improve customer satisfaction as a result of lower wait times. Similarly, fast-response chat support thanks to an intelligent virtual assistant (IVA) can increase customer engagement.
Managing different aspects of the workforce and creating harmony within them is just as important as optimizing any singular area. Your customer care should continuously be evolving to make the process more streamlined and to exceed customer expectations.
Improve the Heart of Your Customer Service
A company can have a great product and brand and still fail to thrive if they’re not meeting customer and employee expectations. In many ways, a contact center is at the heart of CX and should be invested in as such.
It’s essential to follow these six steps and plan to adjust accordingly to optimize your company’s contact center. At ContactPoint 360, we’re here to be your company’s guide for CX transformation. Reach out to us today.