“Customer experience strategies” is a hot button issue that has become increasingly critical to forward-thinking futuristic call centers over the last decade. The expectations were high for customer experience initiatives, companies outcomes failed to deliver the bottom-line results expected by C- suite executives.
CX leaders realize that the time has come to deliver real measurable value to the enterprise. To deliver value, call center leaders must select a CX strategy that can immediately result in terms of returns. The initiative must be directly related to call center KPIs that are tied to ROI.
To be precise, strategies related to customer satisfaction and retention directly demonstrate a clear impact on CSAT and retention rates; self-service initiatives should drive a reduction in OPEX, and customer engagement and interaction initiatives should clearly correlate with increased sales.
In order to improve contact center customer experience strategy requires critical attention. To achieve both short as well as long term advantage, few elements must be aligned:
- Business Objectives
- Digital Infrastructure
Once these three components are aligned, the next step could be prioritizing ROI metrics in order to show results; in the short term, while laying a robust foundation towards greater advantage in the long term.
Top 10 customer experience strategies
Business trends have emerged globally over the last five years that have been steadily gaining traction. CX leaders can watch out for these trends, and find a way through them to enhance customer experience strategies that deliver expected ROI to the business.
1. Personalized experiences
Change in consumer expectations have created a need for personalized service. No longer satisfied with mass content delivery, consumers expect to receive highly customized messaging which makes them feel valued. They are even willing to sacrifice their privacy by sharing their data for their interactions to be highly personalized.
2. True omnichannel experience
Customers want to contact an enterprise from anywhere at any time and from using any device and platform, be it web, voice, chat, messaging, social media, video, and email; thus, supporting multiple channels of customer engagement is a need of an hour.
Self-service is the critical aspect of modern CX because of the massive adoption by users. it is preferred by consumers and profitable for the enterprise; thus win-win for both. While there is an ongoing discussion regarding delivery of human-like interactive automated experiences by bots, with recent advancement in artificial intelligence (AI) and augmented reality (AR); self-service can now more easily understand the customer’s concerns and guide them to the next best step closer to resolution, enabling customers to address the issue themselves without further delay.
4. Infrastructure: digital transformation
Contact center leaders have now come on the same platform in terms of critical need for integrated cloud-based platforms that connect consumers, enterprise and customer service representatives. The journey toward complete digital transformation, these platforms easily create, curate, store, manage the constant flow of data streaming through the contact center. This effort takes place by two ways:
5. Data integration flow and administration
Collecting and analyzing the massive amounts of business & customer insights provides CX leaders with both customer current performance and foundation for future automation. Additionally, gives a 360-degree picture of a customer enabling better decision-making, personalized CX, and eventually, more satisfied customers.
6. Digital customer journey
A robust SaaS infrastructure is required to provide a seamless digital customer journey from the very first engagement with a company through resolution.
If you are failing to meet consumers’ digital journey expectations when in need of support; it can quickly land them directly to your competitors; in no time.
7. Technologies: AI, AR and data analytics
As contact centers move beyond the standard ticketing system, CRM and IVR systems, three primary technologies have emerged at the forefront as a proven, results-driven innovation which are:
8. AI & Machine learning
AI typically defined as a machine’s ability to perform cognitive functions with human minds. As technology continues to improve AI-based solutions are showing clear benefits.
For instance, an AI-powered chatbot may not yet be able to independently resolve a customer’s issue, but it can deliver clear value such as gathering customer data and assigning the ticket to the most appropriate service agent. Additionally, AI can assist agents in recommending the next-best actions based on information submitted by the consumers.
9. Augmented Reality
In today’s digitally connected world which is becoming hyper-visual, AR, an interactive technology is clearly emerging as a crucial method of communication, delivering better engagement and efficiency, specially for remote customer support while troubleshooting and installation of heavy machinery. It enables agents to visually point consumers to the desired action through co-browsing, resulting in the fast and efficient resolution of issues.
10. Data analytics
Data-based tools exist to ensure contact center operations are performing. These tools analyze massive amounts of data related to consumer interaction, workforce management, and operations.
To find an actual solution, start with the pain points that exist within organizational data. Once connected to digital data, the right analytics solution will provide clear insights into the changes and fixes that must be implemented in order to improve and drive ROI.
While considering a holistic view of CX in near future, these three drivers must be in place to ensure your call center customer experience strategies are equipped to deliver real value. Business objectives, such as personalization, omnichannel experiences, and self-service tools must be aligned to CX initiatives, infrastructure must be strengthened to support digital transformation.
Investments in next-generation technologies, such as must be a priority in order to maximize ROI. With these three elements, businesses can meet customer- and business-driven demands for CX excellence.