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Article : Three Ways to Reduce Customer Effort and Build Customer Value

Director of Product Marketing for Customer Service Applications
Pegasystems
Add Contact

How hard is it to be your customer?

If your service organization is like many others, you put too many obstacles between a customer inquiry and its successful resolution. Perhaps your customers must hop from one disconnected communication channel to another. Perhaps your agents must weave through multiple, inconsistent systems. Maybe your IT team struggles with changing business requirements and an interminable backlog of requests. How can you reduce customer effort and build up the long-term relationship with your customers?



The goals of any customer service organizations typically fall into three categories:

  • Improve customer satisfaction, by increasing metrics such as NPS scores or First Call Resolution rates.
  • More productive employees, by improving metrics such as Average Handle Time or Occupancy, or meeting your SLAs.
  • More revenue, by cross-sells and up-sells. In service-oriented industries like healthcare or government, it’s instead about "conversions," such as increasing enrollment in programs or services.

If that’s our customer service mission, then it seems crazy, in this digital age, to see what our customer service reality is. So many contact centers are falling short of these goals.

  • Customers are dissatisfied, because they have a disjointed, disconnected customer experience when they make contact, especially across more than one channel.
  • Employees are unproductive, because they deal with overly complicated systems that get in the way of delivering a high-quality customer experience.
  • Conversions don’t happen, because with so many offers coming and going as your organization evolves, contact centers are often the last to know about them - even if they’re expected to lead in execution. That’s because whoever is in charge of maintaining those systems can’t keep up with the backlog of requests.

In other words, the effort that customers must put forth to get what they need from your business is growing every day. We often fail to deliver customer service suitable for this digital age, putting up obstacles that require sometimes Herculean levels of customer effort to work through our own quirks as a service organization.

To deliver a great customer experience and overcome these obstacles, your customer service should invest in three areas: the Power to Engage, the Power to Simplify, and the Power to Change.


The Power to Engage


Customer service has long stopped being confined to phone calls. Nearly three quarters of all customers use three or more channels for customer service issues. Whether it’s mobile apps, social media, instant message, video chat, co-browsing on your website, or even in-person - your customer service needs to be able to switch between these channels without restarting their conversation with you each time.

You need to break down the organizational silos that force your customer to run these obstacle courses. If you can empower your employees with the right information, guidance, and authority, and connect them to centralized information no matter what the channel, then your agent can connect the dots instead of hoping the customer can do it.


The Power to Simplify


Take a walk around many contact centers and you’ll see some decidedly un-digital artifacts. Screens are crowded with way too many applications. Sticky notes and workarounds get tacked to cubicle walls. Many have binders full of company policies, procedures, or special product offers. Manual processes and paper shuffling take care of whatever agents can’t by themselves.

To solve this problem, at a minimum your contact center needs a unified desktop that pulls all your customer information into one view. But even that’s not enough simplifying, because you’re still overwhelming your agents with information. You should provide intelligent guidance to your agents so they can make sense of that information. Tell them what to say next, step by step, based not only on the customer’s issue but also based on your business goals for that specific customer. Automate busy work and take care of decisions that don’t require their experience, so they can spend less time escalating or chasing workarounds and more time delivering a quality customer experience.


The Power to Change


Any failure to adapt to changes - limited time offers, new policies and procedures, exceptions to the rules - is a terrible blow to your customer’s expectations. Yet every customer service organization faces change. Whoever’s maintaining your systems, in traditional do-it-yourself software development, is constantly struggling to keep up with the requests.

You need to eliminate the lag time between when your business decides it needs a fix in place, and when you can deploy those changes to your business. You want those changes - those new products, decision points, and processes - to propagate across all channels, so you aren’t simultaneously reprogramming how you interact with customers across separate silos of disjointed customer experiences. For that to work, you need an environment in which business and IT can work together, with a common understanding of the steps in place from point A to point B. That way your team can rapidly adapt and quickly deploy changes.

You can’t expect success if you’re putting your customers through an obstacle course in today’s Digital Age. By engaging customers, simplifying operations, and quickly adapting to constantly changing market needs, your digital transformation can reduce customer effort and grow total customer value.


About Pegasystems:
Company LogoPegasystems Inc. (NASDAQ: PEGA) provides software to automate complex, changing business processes. Pegasystems, a provider of unified process and rules technology, gives business people and IT departments the ability to use best processes across the enterprise and outperform their competition.
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Today's Tip of the Day - Measuring Performance

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

Published: Tuesday, March 31, 2015

Printer Friendly Version Printer friendly version

2020 Buyers Guide Telecoms

 
1.) 
Cloud IT Services GmbH

Dialfire
Dialfire offers you a complete call center solution that is simple and intuitive to use and adapts to your needs. It's completely cloud-based, saving you the hassle of setting up a phone system and installing software. In addition to predictive dialing and call blending of inbound calls, you can create personalized campaigns through an intuitive and easy-to-use interface. Features include automated workflows and full control over the agent screen.

You can see the full list of features here:

2.) 
Cloudonix

Cloudonix
Cloudonix provides businesses with software development tools (APIs/SDKs) enabling contextual communications, using existing communications tools and workflows.
Connect your website or mobile APP directly to your call or contact center, keeping the context of who the caller is, why they are calling, and how they got to you as part of the call.

3.) 
Connectica Solutions, LLC

PBX On The Cloud
We provide complete Cloud-based PBX/Phone Systems, including predictive and progressive dialers, phone lines in more than 75 countries and low cost international rates.
We specialize in the US and Latin American market.
PH: +1 (346) 444-3555

4.) 
Layer One Technologies

Layer One Technologies provides information and communication technology (ICT) services to businesses in the greater Charlotte area. Whatever your cabling needs, we have you covered.
PH: (980) 288-4800

5.) 
Megacall

VOIP services
Stay in contact quickly and easily with your international offices through Megacall.

Megacall will fulfill all your telecommunication requirements and on top of that go the extra mile and surprise you with new possibilities for your business, speed to action your requests and keeping within your budget.

📞 Virtual Switchboard
🔌 SIP trunk
🔢 Virtual number
📠 Call Center Solutions
PH: +34 952 667 511

6.) 
NetSapiens

SNAPsolution
Our SNAPsolution – UC and Collaboration tools – can be quickly deployed so you can realize your ROI just as quick. netsapiens offers a comprehensive suite of unified communications (UC) & Contact Center (CC) feature-sets to service providers. Custom-built to provide our partners with unprecedented levels of flexibility, customization, and ease of use.

netsapiens allows you to control your margins in order to improve your ROI. As a provider of a facilities-based solution, you are able to personally choose your origination, termination, hardware costs, etc. to fit your budget. We also allow you to strategically price your product for a maximum return on your investment by charging on a conc...
(read more)
PH: 7608463385

7.) 
Nuxiba Technologies

CenterWare
Build a strong business presence and improve customer relationships!

Offer custom-tailored solutions throughout your sales cycles and customer interactions and assess service levels and control corporate goal achievement through reports and statistics.

Obtain detailed reports based on relevant activity in your contact center, access our quality module to assess calls and performance, apply surveys, develop scripts, record conversations, and more!

Schedule a live demo or request a quote today!

8.) 
Televergence

Long Distance and Toll Free Specialists for Contact Centers
Televergence is a facilities based US Nationwide High volume/High Capacity Inbound and Outbound VoIP Carrier for Contact Centers. We specialize in termination (outbound) and origination (toll free and local DID) for the contact center. We have a technical staff that is up to date on the majority of platforms in use today, including asterisk and Vicci dial, as well as many of the currently in use software platforms.
Contact Centers generally see cost reduction and containment when using Televergence as their contact center telecom carrier. Televergence is the only active US VoIP carrier certified by the Women's Business Enterprise National Council (WBENC), which enables our services to qualify for meeting corporations Supplier Diversity Needs.
PH: 213-943-2023
 

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