customer engagementImproving the customer experience is high on the agenda of many customer service executives. They are spending an increased portion of the operating budget on mapping the customer journey across channels and touch points, and identifying what ‘customer experience episodes’ have the largest influence on key metrics such as NPS and Customer Effort Score.

At the same time, there is another school-of-thought that challenges the big focus and investment in customer experience. “Just get it right and keep it simple. That’s all customers want!”

Either way, for both perspectives on customer experience, my opinion is that 80% of what impacts the customer experience can be addressed with 20% of the effort and budget. The good old Pareto Principle.

But what is in that 20%? There are three things organizations need to do at a minimum to lay the foundation for any type of customer experience. Remember, focusing on the end-to-end customer journey is what counts:

1. Understand the Customer Conversation over Multiple Channels

Customers communicate with an increasing number of channels. According to Ovum, 74% of customers use three or more channels. And they can use those three or more channels to get one question answered or issue resolved – or spend more money with your business. These customers are called ‘High Velocity Customers’ and they simply expect that you keep up with their pace, understand and anticipate their cross-channel behavior and journey. In the mind of the customer the channel they use is irrelevant, they have ‘one conversation’ over time with your organization.

To see how it works, click this link to see Genesys Conversation Manager in action.

2. Implement a Continuous Workforce Optimization Model

The customer experience is mostly defined by the employee(s) your customers engage with. Therefore you have to make sure that your employees are up for the task. You need to understand what their real skills are and what type of customer interactions they can best handle. You always need to keep their skills up to date, make sure they are engaged and happy, but also are available at the right time. A continuous workforce optimization model utilizes reliable Speech Analytics capabilities to analyze 100% of your interactions and is integrated with your interaction routing capabilities and platform. You need to have full insight into, but also control over your workforce.

To learn more about Continuous Workforce Optimization you can view the replay of my recent webinar ‘Achieving Contact Center Nirvana through Interaction Analytics‘.

3. Listen to the Voice of Your Customer

Asking your customer a set of simple yet effective questions at the end of the interaction will provide valuable insight into the customer experience. But having this insight is just half of the equation, you need to be able to turn this insight in to action almost immediately.

In today’s always-connected world your customers are probably just a few clicks away from their social network. The mobile device explosion also probably means that the device they use to call or email you on is the same device that provides access to Facebook & Twitter. Customer engagement is built in real-time, so you have to be able to react in real-time as well.

To learn how you can collect customer feedback and take action, check out the Genesys Customer Survey product features.

By implementing these three strategies and making them the foundation for your customer engagement strategy you not only have insight into the customer experience, you are also in control of it.

What do you think?

Follow me on twitter: @stefancaptijn


Stefan Captijn

Stefan Captijn

Stefan is Senior Director Strategic Marketing at Genesys. Stefan joined Genesys in April 2000, lives in the Amsterdam area with his wife and two children. In his free time, Stefan enjoys building loudspeakers, cycling and running.