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Ruzanna Tantushyan - ContactCenterWorld.com Blog

The battle for superb CX: Reasonable vs Memorable

You know it’s Salesforce World Tour when a legion of exuberant mavens native to AI, omni-channel and the IoT pack the Jacob K. Javits Convention Center in Midtown Manhattan to inspire and innovate. And just like in December of 2019, we brought together a group of thought leaders to exchange ideas over a breakfast about customer service in the context of inherently connected and demanding customers.

Given that 85% of customer interactions will be online by 2020, the conversation naturally gravitated towards the interconnectedness between employees and customers, the importance of engineering experiences and listening to customer feedback to achieve set goals.

“It’s going to be all about engineering moments,” says Jeff Grosse, Senior Director of Service Transformation at Traction on Demand, who believes that highs and lows tend to stick with customers and that’s what needs to be crafted.

“Think about that first experience the customer has with you, and the last: those are the two encounters we tend to remember,” he argues.

Patricia Lee, Service Cloud Account Executive with Salesforce and others echoed the prospect that putting in the minimum is no longer enough to get businesses there. The battle now becomes what’s reasonable versus what’s memorable.

A trip to Disney World comes to mind. Picture that moment when an employee goes an extra mile and saves the day when a child accidentally drops his / her ice cream by giving them a new one. That is a perfect example of a policy that empowers employees ($50 per cast member) to create that magical moment. And the phrase you leave with, “Have a magical day”, actually makes sense. And that’s what brings people back – personalized, enjoyable, memorable, human moments. A failure to listen to this demand is rather pricy: Forrester estimates the cost of customers switching brands will have an impact of over $1.6 trillion.  

Building a solid communication foundation

Wyndham Hudson, VP Product Management with NewVoiceMedia, summarizes the phenomena of customers demanding a superb experience as an “Experience Economy”, a term first coined in 1998 by B. Joseph Pine II and James H. Gilmore.

“It’s no longer about just purchasing a product or a solution or a service or getting a job done,” says Wyndham, who is a loyal music service customer due to its superb customer service. “It’s about the moment you are creating, it’s about the experience you are providing, and customers are really looking to work with those services, providers who can deliver on that kind of memorable experience.”

Per Walker Study, by year 2020, customer experience will overtake price and product 
as the key brand differentiator. And for a long time, it was believed that the three main components of experience – goal, effort and emotion – are attributed equally. That is changing rapidly with emotion taking over. Today the breakdown is as follows:

 

  • Goal 25%

Did you manage to achieve what you set out to do?

  • Effort 25%

What steps and how much time did it take you to achieve your goal? How many levels of IVRs did you have to navigate?

  • Emotion 50%

How did it make you feel? Did it fit your brand expectations? 

The role of engaged employees

Engaged employees can make it or break it. “Happy, engaged employees deliver the level of customer experience,” says Wyndham. “Give them the right tools and they start to shine and deliver on the customer experience you want to give as a brand.”

Weather it’s employee to employee or customer to employee, businesses need to build a solid foundation of communications. And as customers are increasingly connected and the communication is omni-channel, the communication you provide is underpinning the experience you deliver.

Listening to your employees and customers 

Shonnah Hughes, Product Evangelist of GetFeedback, wonders what if businesses knew the moment the employee or the customer had a bad experience? What if businesses could immediately intervene and make things right?

“That action—showing you’re listening—influences if someone stays or goes,” says Shonnah.  Per Future of CX report, 32% of customers will stop doing business with a brand after one bad experience, costing $136.8 billion annually. An alarming figure that makes businesses reach out to their marketing and executive teams for solutions.

Listening, measuring, creating memorable moments, keeping track of experiences, adjusting and engaging in a dialogue with employees and customers on channels they prefer, sounds overwhelming, however an unavoidable future businesses need to prep for now.

Get smart about your omni-channel strategy and read our whitepaper outlining 6 steps you can take and improve your CX. 

Publish Date: May 14, 2019 6:12 PM


Discover the Benefits of Omni-channel Integration With Our Live Demo

Omni-channel technology can transform how well your contact center performs. It can redevelop how your agents are able to interact with customers, give your different contact channels a greater sense of unity, and allow you to unlock the true potential of your customer relationship management (CRM) system.

On March 7th, NewVoiceMedia will host a demo, allowing you to see an effective omni-channel contact center in action. It is the perfect opportunity to see the true capabilities of a powerful omni-channel solution. Across the 30-minute demo, we will demonstrate how it can positively influence your business in several ways. You can find out more about the demo and register your interest here.

Read on to discover what omni-channel enhancements can provide to your contact center.

Delight your customers with up-to-date histories

Keeping track of your customers’ journeys is a key way to encourage them to remain loyal to your business. Through the use of an effective omni-channel solution, you can manage their customer experiences (CX) across a variety of different contact channels, such as voice chat, social media and email.

This will ensure that your agents know who they’re speaking to before a call even begins and be aware of all their previous interactions with your business. With this knowledge, they can delight the customer and save them from having to repeat information that they’ve mentioned before. There’s no better way to set yourself apart from the competition than by going the extra mile when it comes to understanding your customers.

Give your customers choice

Customers have more choice than ever before when it comes to deciding which services they want to use or which products they want to purchase. Implementing omni-channel technology is a great way to give them choice when deciding how they want to interact with your business. It allows them to contact you in the way they’re most comfortable with.

By connecting your business’ different contact channels through omni-channel technology, you can provide an experience that is consistent across voice chat, social media, email and other platforms. This will give you a clear advantage over competitors who do not offer the same level of choice.

Allow your agents to use their time valuably

To make sure your contact center is running efficiently and agents are able to make the most of their time, you need to streamline processes where possible. It’s important to identify areas where agents are potentially wasting time, or are simply not making effective use of it.

Implementing a powerful omni-channel solution will help free up your agents’ time. It can recognise which contact channel is best suited for a specific conversation and redirect the customer  accordingly. For example, you can allow chatbots to handle simple queries and direct complex ones to experts in specific areas. This will allow your contact center to run smoothly, saving customers and agents time.

Optimise your data for effective insights

Another way an omni-channel solution can benefit your contact center is by allowing you to easily funnel your customer data into CRM, collating voice and text-based channels.

Once there, you can use your Salesforce tools, such as Einstein AI, to analyze the data and uncover fresh insights into how your agents work. Without effective omni-channel technology in place, most of this data is likely to remain unorganized and unusable, meaning you are holding back your contact center from reaching its full potential.

Develop new strategies for your contact center

Collating your conversation data from different contact channels into one place, you can then use it to find out which areas your contact center is lacking in. Discover which agents are performing best, which strategies are leading to the strongest results and highlight patterns in conversions.

The possibilities are endless when it comes to how you can use this data and how you use it to develop new strategies for your contact center.

Let agents focus on great conversations

Finally, and perhaps most importantly, implementing omni-channel technology allows your agents to focus on what matters most: great customer conversations.

For your contact center to succeed, you need to make sure that every customer interaction is as positive as it can possibly be, and an effective omni-channel solution should assist you in achieving this.

Concluding thoughts

In this article, we’ve only scratched the surface of what can be achieved through the use of omni-channel technology. To understand what is truly possible, it’s important to see how an effective omni-channel-integrated contact center functions.

Be sure to join us for our live 30-minute demo on March 7th, as we examine a contact center that features this powerful solution. Discover more about the event and register your interest here.

Publish Date: March 7, 2019 3:03 PM

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