Customer experience should guide all that a contact center does
Customer experience (CX) is more than a slogan or hot buzzword for customer service excellence. Instead, it’s a mindset, guiding everything a contact center does.
What is customer experience (CX)? Customer experience is the cumulative result of all interactions between a customer and a company. This communication can occur by phone, email, text, web chat, or social media, as well as any other possible channel. Customer experience spans the entire life-cycle of the relationship. It’s spearheaded by the contact center. Successful customer interactions tightens the bond between customer and company by creating effective and memorable interactions, which serves to maximize the lifetime value of the customer.
Here are the keys to ensure excellent customer experience.
Holistic: Successful customer experience looks at the big picture. It transcends channels. It doesn’t matter how a customer contacts you; the experience must be great regardless. This includes having information follow the customer as they switch agents and even channels. To excel at a phone call and fail at an email is a customer experience fail.
Cumulative: Customer experience is also not event focused. Consistency from one contact to the next is essential. And the results must be consistently high. The lowest performing interaction is the weakest link. It’s the one customers are most likely to remember.
Effective: The goal of any customer interaction is an effective outcome. This means the customer’s need was met. It doesn’t matter how well a company does in all other areas. If they fail to meet a customer’s need, they fail to provide an exceptional customer experience.
Memorable: Coupled with effective is memorable. If the contact isn’t memorable, then how will the customer remember that it was effective? And by memorable, this means positive memories, not negative ones. Customers will share their memorable experiences about your company with others. By giving them only positive memories, you control what they tell others.
Future Focused: Too often companies view customer contacts as isolated instances, not as a lifetime of interactions. What may seem like the right thing to do on a particular contact, may be exactly the wrong thing to do to ensure you realize the lifetime value of the customer. Always look beyond the current interaction.
Contact centers are the key customer experience drivers for most organizations. Contact centers handle the bulk of interactions, perhaps all of them. A great contact center will provide an exceptional customer experience by cultivating a holistic mindset coupled with a cumulative view. Contact centers strive to be both effective and memorable on every interaction, looking beyond a single contact to embrace a future focus that covers a lifetime of communication.
Ansafone Contact Centers, a 24/7 live contact center service provider, uses a multichannel communication approach to help clients communicate via phone and live chat, with email management and social media monitoring. Ansafone’s business process outsourcing (BPO) services specialize in customer service, help desk, tier-1 tech support, sales conversion, and enrollment. Click here to learn more.