CUSTOMER EXPERIENCE what customers like - and don ’ t like - about products and services . A strong program also increases customer loyalty , boosts sales , reduces operating costs , and grows market share .
It ’ s good for your team , too . Through a better understanding of your customer , your contact center metrics will improve . Agents can reduce average handle time , convert more returns to exchanges , and deflect inquiries to other areas of support .
YOU ’ RE COLLECTING DATA : BUT HOW ARE YOU USING IT ?
Traditionally , businesses have gathered data using siloed information . They might take the results from a survey and use those datasets to drive decisions . But when you only incorporate part of the data , you ’ re only developing a partial solution .
Actionable data is information that ’ s been analyzed , processed , and is displayed in a clear and understandable way . Used properly , it helps companies recognize friction points , identify new opportunities , better customize products and services , and make faster and more effective business decisions . Data from VoC feedback falls into three main categories . Consider them all when developing your strategy .
1 . Direct feedback is when a brand explicitly asks for customer feedback through methods such as surveys and customer interviews . Direct feedback is good for understanding areas of improvement at a high level .
2 . Indirect feedback involves customers providing feedback without being asked , such as through contact center calls , chat sessions , emails , social media , and review sites . Indirect feedback is great for understanding context , details around friction points , and surfacing previously unknown opportunities .
3 . Inferred feedback is observing how customers use your products and services . This might include how often they ’ re buying products , how long they use your platform , or the number of customer service requests they make . Inferred feedback helps adjust user interfaces and website copy .
When businesses unify all customer feedback with sophisticated tools , they get more value from their data sources . An analysis reveals patterns , correlations , and cause-and-effect relationships , making it easier to identify customer intentions , wants , and challenges .
WHEN BUSINESSES UNIFY ALL CUSTOMER FEEDBACK ... THEY GET MORE VALUE FROM THEIR DATA SOURCES .
MANAGING SILOS TO IMPROVE YOUR CX
One issue almost every organization encounters is the presence of silos . Teams in different departments lack exposure and coordination with other parts of the business , missing opportunities for alignment that improves CX .
Here ’ s how you can work to minimize the impact of departmental silos .
1 . MAINTAIN STRONG INTERACTION HISTORY
It doesn ’ t matter how customers connect with your business : they expect consistency during each interaction .
Think about a time you ’ ve reached out to a brand on social media after seeing one of their posts . They ask for your information , then give you a support number or email . Once you contact support , you then repeat everything .
Creating fewer “ argh ” and more “ wow ” moments for customers doesn ’ t require moving mountains . There are two easy places to start .
First , ask the customer only once . If they ’ ve given their name and account number or verified their address , they don ’ t need to tell you again . And they ’ ll certainly become agitated if they have to explain their issue twice ( or three , four , or five times ) to different members of your team .
Agents should use CRM software to take robust notes . The best technology combines it with automation and chatbots , offering a real-time view of the conversation and past exchanges .
With it you can see who ’ s spoken with the customer and what ’ s been said , providing valuable context to any team member who engages on your brand ’ s behalf offering an in-depth look at how you can best assist them .
A CX map also helps . Include activities upstream , such as publishing , and downstream , such as customer service resolution . Tie each of these outputs to your organizational departments .
Second , don ’ t try to sell to a customer who ’ s currently having a problem . If they ’ re experiencing an issue and awaiting a reply from your customer care team , having a marketing email pop into their inbox about your latest product will only annoy them , not entice them to buy .
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GOING BEYOND THE SURVEY
Because data is a mix of structured and unstructured conversations , brands have a mountain of information at their fingertips .
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