If your organization’s driving goal is to lower customer effort, increase sales, and create more loyal brand advocates, the processes used to route, manage, and report on interactions between each customer and your organization can make or break the customer experience.
As an ever-increasing number of companies are turning to customer experience platforms to manage today’s cross-channel customer engagement, here are five obstacles to overcome on your journey to success:
1) Don’t get trapped by point or single channel solutions – Land-line phones, while once the choice of nearly all customers, are now being replaced by digital channels like web chat, email, mobile and social. Recent research has shown that five years ago, 51% of respondents cited a landline phone as the most preferred channel for reaching customer support lines. Today, the number has decreased to only 19%. Offering a seamless multi-channel experience will greatly impact how customers interact with your organization and will improve the overall experience. In order to do it, you need an integrated, multi-channel customer experience platform.
2) Don’t forget to keep web site and self-service capabilities up-to-date – Sixty-three percent of customers will first go to an organization’s web site to resolve an issue. They will use applications like web chat to ask questions and resolve issues – that is, if online FAQs and chat services are easy and convenient to use on the company’s site. If they cannot complete their transaction or resolve their issue online, they will inevitably call the contact center. When customers do reach a live person, it’s critical that the agent has a complete view of the customer’s previous interactions on the web. This ensures that the agent can deliver a consistent and personalized experience without forcing the customer to repeat themselves.
3) If your customers are mobile, then you must be too – In the next five years, the mobile phone will shift to becoming the first point of contact for solving customer-related issues. Keeping pace with mobile customers demands investments in new applications and services that allow customers to interact with your people through secure wireless technologies. Customers that have already downloaded your mobile application expect it to enable them to better connect with customer service reps. Investing in and improving the mobile interactions is critical for companies looking to enhance the customer experience – today and in the future.
4) It’s about relationships, above all – Great customer experiences go a long way in fostering positive and beneficial relationships with your customers. Organizations should look to the latest technological advances in customer experience, such as cloud-based services and real-time analytics to streamline, optimize and improve interactions with customers. More and more organizations are realizing the tools and platforms used to optimize customer experiences can be delivered in a cloud-based model, which enables them to quickly implement new channels, gain better insights, and deliver improved service to customers.
5) Make sure you understand your customer’s intent – Greater visibility into customer interactions and anticipating customer needs can bring a company enormous value. The benefits include greater control over information delivered to customers, transparent visibility into service operations, the ability to measure and improve brand messaging, and gaining a better understanding of the end-to-end customer experience. Knowing what you’re customers are trying to achieve with your business allows you to proactively meet their needs and engage them before they engage your competition.
Hear more from Genesys and Frost & Sullivan on how to deliver the experience that today’s customer demand in this video.
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