Convergence to achieve true customer experience - Panviva, Inc. - ContactCenterWorld.com Blog
You don’t have to go too far to hear the phrase, “Customer Experience” in business today. You may hear it called Member Experience in Health Insurance, Patient Experience in Hospitals, or even Player Experience in a Casino.
Whatever term is used, they all boil down to Customer Experience. If, for a moment, we all agree that Customer Experience is to put the customer at the center of your business’ universe then this will be a beneficial topic.
There are four important areas to tackle to be able to achieve Customer Experience Management (CXM).
1. Big Data
Data is a critical cornerstone to understanding who your customer is, what they want and need, and how to best serve them what they want at the right time. Using data in creative ways is an excellent technique to better understand your customers. More importantly is the ability to use the data to personalize customer experience, which leads to my next point.
2. Multi-Channel Communications
Numerous channels are available to a customer today to interact with businesses. They can gain as much information as they need to purchase items, they can read reviews, and they might even have an online chat to determine fit and function. No matter which channel they prefer, you need to be ready, willing, and able to communicate with them on their chosen channel; you can no longer force customers to use your preferred channels.
3. Business Process Guidance
It is not enough to know the customer and communicate in a personal mode with them through their channels. All employees must be able to operate via a well-defined set of rules of operation. You must clearly plan and define all processes and provide your teams with a simple-to-use Business Process Guidance or Process tool that can provide contextual guidance for them to perform at the highest levels in each interaction.
4. Product Planning
When you decide on an offering, everything needs to be planned out from Design-To-Market-To-Support with the customer’s experience in mind. In other words, stay far away from the “just get it out” syndrome. Many businesses have evolved into exit strategy-planned operations instead of building good, solid, long-term growth companies.
Too often, investors or venture capital companies that want a return on their investment in unreasonable timeframes are the people who drive businesses. This causes a business to risk the churning of their customers and to ultimately enter into a race to outpace the churn. You cannot have your customer play your QC/QA role and put them at risk.
All of these areas need to be included in your overall Customer Experience Strategy in one shape or another to have an effective and sustainable Customer Experience process. The most admired companies in the world put the customer at the center of their universe and prosper because of it.
Publish Date: June 11, 2014 5:00 AM
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