The 14th Annual Customer Contact East event was a wonderful compilation of ideas and inspirations surrounding the customer care industry. Some of our team members were able to attend and bring back some great insights from the event, especially from the session, “How to Track and Visualize the True Customer Experience Across all Customer Journeys”, where our own VP/GM of Customer Experience, Chad Hendren, was a key speaker. He had the opportunity to speak alongside Brent Sparks, Senior Director – Self Services Platforms at PayPal and Edder Ivan Plascencia Lopez, Deputy Director of Planning, Control of Operations at IZZI Telecom. Here are some important takeaways from that session.
The goal of this session was to learn how to track your customer’s journeys, focusing on enhancing customer experience while achieving desired business outcomes. The speakers discussed using impactful metrics to gauge success or failure as well as how to go beyond any limitations your CRM may have regarding post interaction management. One of the key points made by all three speakers was the importance of being proactive with customers instead of reacting to their issues or needs, ultimately opening the door to new opportunities. Let’s look at the four main takeaways we learned.
1. Balancing Customer Service Expectations and Operational Efficiencies
It can be quite an undertaking to meet the expectations customers have for your service center while maintaining efficient operations. Companies able to do this have the ability to act quickly and accurately when addressing the needs of their customers. This can be done through implementing a holistic approach for operations across all channels of business. By doing so, organizations can save time, improve processes and make the customer’s experience better.
2. Enhance Customer Experience Through Journey Tracking and Metrics
In order to improve customer experience, companies need to understand both customer journey and customer intent. Learning the customer’s intent is vital because it gives us important information about what the customer needs and allows us to shape the customer journey to address those needs. Start by identifying the biggest challenges within your customer journey and address them first. Then begin tying the improved customer experience together across channels.
3. Real-time Data for the Best Actions
Having access to real-time data will allow you to give your customers the personalized experiences they have grown to expect from customer service interactions. Real-time data also gives customer service reps the ability to proactively give customers the solutions they’re looking for instead of having to react to their questions or problems. Overall, customer service reps will learn more about who their customers are, specific behavioral traits, and allow them to deliver custom experiences through individual attributes or specific events.
4. Understanding Waypoint Methodology
Analyzing the Waypoints during the customer journey can give us a greater understanding of the customer’s intent and give us the data needed to act proactively. When analyzing customer experience, it’s important to look at all the customer touchpoints from beginning, middle and end.
This session was extremely helpful in understanding the impact of customer experience. All the speakers agreed that, when it comes to implementation, it’s essential to start on a smaller scale and build out over time, utilizing defined use cases with specific goals and ROI.