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Article : Customer Experience Strategy: How to Measure the Immeasurable

Take a second to reflect on some of your favorite brands. Is it Starbucks whose baristas always remember your name? Or maybe Amazon or Apple, both of which have continually ranked highly for customer experience. One of our favorites is Zappos, the online shoe retailer that is known to go above and beyond for their customers. But how do you go about creating a customer experience strategy that emulates these retail giants in a way that works for your own customers?



The customer experience is built on highly intangible factors; namely, emotion and human interaction. As such, no matter which KPIs we choose to analyze, we’re essentially trying to measure the immeasurable. It means that we could be following workflow process to a T and consistently hitting green on the contracted service level, but this doesn’t necessarily tell you much about the quality of the customer experience. It’s somewhat of a Catch-22 that’s worthy of much more discussion.


Workflow Process vs. Customer Experience

Customer service workflow process is designed to achieve the best possible resolution in the most efficient manner. A formalized workflow process ensures consistency across all contacts and generates predictable responses that enable the agent to better assist the customer. Typically, good agents are highly process-driven. They’re the ones whose habits and behaviors most directly impact service level KPIs on a consistent basis.

However, being process-driven can be both a strength and a weakness. Process-driven people are more likely to be blindsided by scenarios where the customer pushes the conversation outside of the typical workflow. These situations call for effective decision-making on the part of the agent in a way that enhances the customer experience while mitigating risk for the client – pretty high stakes. Even in ordinary customer care scenarios, we need to be constantly thinking outside of the process and asking, what else can we be doing? and how can we be serving this customer better?


A Real Life Example in Customer Experience

Let’s look at an example in the roadside assistance field. Agents are trained to ask a very specific set of questions, including membership account number, phone and address, before launching into the driver’s current situation and location. Many roadside assistance calls are from customers who have broken down with car trouble, flat tires, or an empty gas tank; others have locked their keys in their car or have lost their way on rural highways or one-way city streets.

But what about a frantic Mother whose auto club membership expired just last week calling in the middle of winter from a broken down car, with no heat, and a baby in the backseat? She’s hoping someone will help in spite of her lapsed account. Stringently following the workflow checklist in this scenario probably isn’t the best way to meet this customer’s needs. She needs more than process – in this case, our agent is quite literally her lifeline. That Mother needs someone to take action quickly and she needs to feel that she is being taken care of with urgency and compassion in equal measure. To make that happen, the agent needs to know when and how to go outside the box and has to know what parts of the process to follow strictly to ensure no errors are made and help arrives quickly.

Customer experience strategy in this instance requires that we empower our agents to make a real difference in customers’ lives. Each of our clients has its own brand, their own unique agent profile, and, therefore, their own individualized customer experience strategy to ensure we’re truly reaching their customers at the right level.


The Workflow of Customer Experience

Ultimately, a formalized workflow process is all about risk mitigation. It helps to guarantee a smooth process that leads to an efficient, effective resolution. On the other hand, a greater focus on customer experience ensures that we’re making the best possible decision for each individual customer This renewed focus depends upon understanding the unique perspective of each consumer and establishing rapport with the customer on every single call. Achieving this delicate balance between workflow process and customer experience can be incredibly challenging.

Creating a blueprint that maps an ideal customer experience is an excellent starting point. Understanding the components that contribute to a loyalty-building customer experience helps our agents and our coaches evaluate customer contacts in way that straight process can’t capture. Our call center coaches ask each agent to self-evaluate on their perception of how the customer would rate the service experience, how the client would rate their communication style in relation to the brand, and how the client would rate the overall customer experience. This evaluation allows the agent to self-identify if and where there may be opportunities to create a stronger, more positive customer experience, so we can work towards a resolution.

Essentially, creating a blueprint for the customer experience is the starting point for measuring the immeasurable. Understanding what kind of experience results in long-term loyalty and understanding how to build that experience through communication, efficiency, empathy, and problem-solving helps agents make better decisions. When individual agents make good decisions for individual customers, you can see the results positively reflected in Net Promoter Score trends and Customer Satisfaction trends. And if you’re not seeing positive trends, you can more easily identify and address any gaps in processes and service.


What’s Your Customer Experience Strategy?

To return to Zappos, our favorite example of customer experience strategy, they are committed to wowing their customers, measuring the results with a 100-point "happiness experience form." Like us, they try to sustain customer loyalty even when call volume spikes. In fact, one of their longest recorded calls was eight hours!

Ultimately, the goal is to discover the perfect balance between differentiated customer experience and high-value metrics that optimize the efficiency and effectiveness of our agents.


About Susan Preiss:
As Vice President, Client Services, Susan Preiss has prime responsibility for process improvement throughout our operations. This is both an inward-looking role as a change agent for continuous improvement of internal operations and a client-facing role as we constantly strive to add value for our clients. Susan Preiss joined Blue Ocean in 2013 as project manager with responsibility for a team of more than 130 agents and specialists providing logistics support for the world leader in networking technology.

About Blue Ocean Contact Centers:
Company LogoWe thrive on delivering critical customer service solutions that go beyond transactional interactions. As such, our goal is to enhance lifetime customer value, providing support that is a reflection of your brand promise, even in high-pressure, complex customer service scenarios.
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Today's Tip of the Day - Plan Training In Advance

Read today's tip or listen to it on podcast.

Published: Monday, May 23, 2016

Printer Friendly Version Printer friendly version

2023 Buyers Guide Omnichannel

Page: 12
1.) 
Premium Listing
Call Center Studio

Call Center Studio
Call Center Studio is the world’s first call center built on Google and is one of the most secure and stable systems with some of the industry’s best reporting. It is one of the most full-featured enterprise grade systems (with the most calling features, one of the best call distribution, outbound dialing features and integrations—including IVR, AI Speech Recognition, blended inbound/outbound calling and includes Google’s new Dialogflow and Speech API. Call Center Studio is the absolute easiest to use (with a 10 minute setup), and is the price performance leader with lower equipment cost and less setup time.


2.) 
3Fiftynine

CardBoard
This real-time walldisplay is able to show every form of contact in a clear wallboard, with the necessary KPI’s per channel; like phone, chat, etc.

3.) 
Alvaria

Noble Contact Center
Truly unified omnichannel operations. Your customers have growing expectations about how and when they want to interact with you. The noble contact centre suite helps you seamlessly communicate with your customers, no matter which channel(s) they prefer. Noble helps you optimise agent activity and improve the efficiency of customer interactions with our unified omnichannel solutions. Seamlessly manage communications over a variety of voice and non-voice channels including voice, email, sms text, web chat and social media. Simultaneously manage inbound and outbound communications without having to log in and out of programs. And combine all channels on a single platform to improve contact centre efficiency and profitability.

4.) 
Call Tracking Metrics

Today’s customers aren’t always willing to pick up the phone to talk to a business, which is why an omnichannel communications strategy is essential. Because our software tracks chats, texts, and form submissions in addition to calls, we make it easy for you to interact with customers in their preferred method of communication. Take your strategy to the next level by utilizing our automated tools which can generate instant communications back to your customers as soon as they contact you.



5.) 
CCT Solutions

CCT ContactPro
ContactPro empowers agents to efficiently serve customers in today's demanding world of Omni-Channel communication. The state-of-the-art technology solution helps contact centers to leverage their existing Avaya infrastructure while decreasing contact center costs and increasing customer satisfaction.

With a strong focus on Omni-Channel functionality ContactPro defines a new method for integrated traditional voice contacts, emails, fax and documents with modern web and smartphone communication for any WebRTC, chat, assistant browsing and file sharing, online presence, SMS/IM (text) and social media activities. Additionally, the web supervisor functions provide simple reporting and full me...
(read more)

6.) 
Comm100 Network Corporation

Comm100
The Comm100 omnichannel customer experience platform powers real-time interactions via web, mobile, and messaging. We make it easy for organizations to answer questions, solve problems, and keep customers happy.

From front-line marketing and sales to ongoing service and support, Comm100 enables great digital experiences that drive revenue without increasing costs.

7.) 
ComSys S.A.

CFront for Digital Communication Channels
CFront by Comsys is a state-of-the-art application that enriches contact centers with digital communication and collaboration capabilities. CFront is natively compatible with Aspect Unified IP and Cisco Unified Contact Center (UCCE/UCCX) platforms and connects them with all the major communication channels.
Comsys is a provider of οmnichannel customer engagement solutions that assist companies around the world in delivering unique customer experiences. For the last 15 years, Comsys designs and implements complex projects for clients from the outsourcing, financial services, telecommunications, and retail sectors. Comsys enjoys strategic partnerships with technology vendors like Cisco®, Aspe...
(read more)

8.) 
Consilium Software

Consilium UniVCX™
You may have seen the meme going around that captures what tipped the balance towards digital. The questionnaire asks, “who is driving your digital transformation?” After “CEO” and “chief digital officer”, the third option is “Covid-19” highlighted with a red circle. The pandemic has been tragic in the toll it has taken on the lives and health of the global population, forcing billions to stay at home. Yet, it has also been a catalyst for change in a bigger way than any event since the last world war. Who would have thought that a bank would lend a new customer a million dollars or more based on a video inspection of the mortgaged property and without any physical paperwork or face-to-face K...
(read more)

9.) 
CTCOMM

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Facebook
Twitter
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10.) 
Eckoh

Eckoh Experience Portal
Cloud-based portal that delivers Eckoh's complete Secure Payment and Customer Engagement solutions. Simply take the solutions you need today and add additional ones as you need them. All from one supplier.

11.) 
eGain Corporation

eGain
eGain omnichannel customer engagement solutions power digital transformation for leading brands.

Guided by AI, knowledge, and connected analytics, eGain’s customer engagement suite enables excellence in digital-first, omnichannel customer engagement across digital self-service, including virtual assistance, messaging, chat, social, and email, seamlessly integrated with voice.

Based on a unified platform, the solution is trusted by blue-chip brands for customer engagement at scale that is effective, efficient, and consistent, while being compliant with best practices and industry regulations.

12.) 
eGain Corporation

eGain Solve
Rated #1 by analysts and trusted by some of the biggest brands in the world, eGain Solve helps businesses design and deliver smart, connected customer journeys across social, mobile, web, and contact centers. You can sell smarter, serve better, and know more.

13.) 
ethosIQ, LLC

Customer Engagement Platform
The Customer Engagment Platform (CEP) collects multichannel interaction and application data from all channels, across multiple systems, providing a single, complete data source for ethosAnalytics to access and display information in useful, usable ways. CEP provides companies with scalable and repeatable software for big data solutions.

14.) 
Eudata

Video Advisor
Directly engage customers through an effortless Video chat via your web page or mobile APP with a secure platform. Escalate from an existing chat or create a brand new video conversation, use desktop sharing and co browsing, record and track every step of the customer journey

15.) 
Fusion E-Solutions LLC

omnichannel support service, BPO services
We help businesses in their administrative and repetitive jobs as a be-fitting virtual assistant service provider. With an objective to reduce in-house burden, save time & money, and regain focus, we show flexibility in working 24/7 for clients with dynamic needs.

16.) 
Hodusoft Pvt. Ltd.

Omnichannel Contact Center Software
"HoduCC" is a comprehensive and consolidated contact center software. It guarantees to provide the best call center software that suits best for all types of call centers. Being one of the top Voice over Internet Protocol (VoIP) solutions providers across the globe, HoduSoft ensures that this contact center software offers intelligence, security, and advanced features.

HoduCC has been designed in a way to make sure that user loyalty is built and the customers’ expectations are accomplished. Doesn’t matter what your business size is, HoduCC is most affordable Contact Center Software for small businesses as well.

HoduCC allows customer support teams to provide personal, productive phone...
(read more)

17.) 
ICR Evolution

ICR Evolution
We are omnichannel. We know that your clients want to be able to contact you through any channel, whether it is via telephone, social customer service (WhatsApp, Telegram, social networks), email, self-service, outbound or live chat. That is why we think about each improvement with the omnichannel experience as the main focus. ICR Evolution has been designed to exceed your customers' expectations, offer an excellent and consistent experience across all channels, increase productivity and retain talent in your company. We make it possible thanks to features such as Intelligent Contact Routing, Self-Service with Voice Recognition (IVR), Predictive Dialer, CTI, Scripting and Flow Design Tools, and Omnichannel Communications Management.

18.) 
Ivonesia Solusi Data

Sociomile
Elevate your service quality and experience a seamless and more personalized customer care solution to get a happier customer journey that transforms into loyalty.

19.) 
Lieber & Associates

Omichannel Migration Consulting Services
Lieber & Associates provides technology, management, and operations consulting services to transform departments into omnichannel contact centers. After assessing current operations, the firm delivers a roadmap for testing and implementing technology, metrics, training, and any staffing required to meet omnichannel goals. The firm also advises on programs to migrate customers to the new channels.

20.) 
MightyCall

A premier yet affordable VoIP phone system, working from home—or anywhere—has never been easier than with MightyCall, a no-hardware, no-nonsense solution for SMB.
 
Page: 12

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