At one time, brands used to compete on product and price. That approach no longer works. Creating differentiation requires that companies reach beyond what the customer sees. Customer-centric care and personalized experiences are needed to create experiences that trigger emotions and convert to sales. Traditional contact centers must transform to experience-driven, integrated revenue generators built on both a new mindset and the right infrastructure.
However, according to Contact Center Pipeline, almost half the challenges that contact centers face are directly related to not having the right tools in place (customer relationship management, knowledge management, collaboration, etc.) in order to support the customer experience (CX). But that’s not the only problem! The failure to provide the right tools has a snowball effect which impacts staff satisfaction and contributes to increased absences and rapid attrition.
That might sound like a risk, but it’s not. It’s an opportunity.
Why? Because it means your competitors are experiencing precisely the same challenges as you when it comes to creating the optimal CX. If you can quickly and easily deploy a CX solution delivering a holistic customer experience, you can leapfrog your competitors, capture mindshare, and increase revenue.
Turn risk into reward with the right software
With almost 90% of contact center managers identifying improved CX as a critical growth factor (per Deloitte), it’s vital you choose a software platform that offers:
- A quick, easy way to connect to the contact center
- Accurate, quality information
- A frictionless experience
- Resolution during the first contact
Trying to evaluate and choose a CX platform that addresses challenges, meets priorities, and delivers a holistic customer experience can be overwhelming, considering the number of choices available in the crowded CRM market. However, the process becomes more straightforward when you identify critical software capabilities you can’t afford NOT to have. Here are three capabilities that can make a significant difference to your business:
1. A 360° view of the customer
As CCW observes, over 71% of consumers prefer to speak to a live person over any other form of communication, so it’s critical that every team member at every touch point has a real-time, 360-degree view of the customer. This strategic approach offers a complete, unified view of the customer by aggregating hard data (interactions) and soft data (sentiments) acriss all customer touchpoints and spanning all departments involved in the customer journey. It presents each team member with the contextual information they need within a single view—available anywhere and at any time.
When powered by an intuitive platform, a unified view of the customer enables you to deliver the differentiated, omnichannel customer service your customers demand. It allows you to develop a closer, one-to-one bond with each customer. Instead of being merely transactional, your relationship is transformed and becomes experiential. When a customer enjoys the experience of interacting with your company, they’ll come back over and over again. They’ll also tell their family, friends, and workmates about it. Increased customer loyalty and positive endorsements can drive your business to new heights.
By simplifying and speeding up communications, a 360-degree view also empowers each customer representative, enabling them to understand exactly who the customer is, what they’ve previously done and are trying to do, and how best to help them. When integrated with predictive customer behavior analytics capabilities, each touch point—including self-service—presents the right opportunity (discounts, free shipping, vouchers, etc.) to upsell, cross-sell, or initiate retention strategies based on the customer’s history.
2. Immediate request management
A 360-degree view of the customer provides the foundation for integrated sales management, enabling immediate request management. While personalization has become a common goal for many retail businesses, it’s interesting to note over 80% of consumers don’t see it the same way (CCW). Customers would rather have an experience which meets their desire for ease and speed—in that order. Personalization only becomes truly relevant if it contributes to the effortlessness of the overall consumer experience.
Your CX platform needs to meet your customers’ needs. Irrespective of how they interact with your business—via mobile app, in-store, contact center, second or third level support for escalations, or internal services such as billing—customers want a quick, easy fix for their problem. The platform you choose needs to give them a seamless self-service customer experience with each touch point enabled with real-time vision and integrated sales management to meet demand.
3. Smooth, seamless integration between services
Consumers don’t care who they’re talking to. They want answers to their questions, and they want them fast. Most customers with a more difficult problem understand they may not get the resolution they’re looking for from the first touch point. But they don’t want to have to repeat themselves over and over again. They want seamless escalation between services throughout the customer journey. That’s what you need to give them.
It’s interesting to note that less than 10% of businesses use customer journey maps to orchestrate predictive and proactive experiences for their customers (CCW). Over 30% don’t even actively map their customer journeys! Journey mapping allows you to add depth and value to each interaction and is critical to ensuring the smoothest experience possible. Instead of just giving your customers what they need, customer journey mapping adds a “wow” factor that can quickly turn one-off buyers into lifelong supporters.
A customer experience may be triggered by a consumer-initiated conversational SMS, scanning of a QR code, or through another touch point. Irrespective of how the interaction occurs, your CX platform needs to anticipate the customer’s needs and seamlessly and automatically escalate as necessary to deliver a superior customer experience.
Gartner highlights the fact that “many retailers pride themselves on their resources and on-demand in-store expertise. However, this doesn’t necessarily translate to the web.” The answer? “Leader brands take extra steps to outfit their sites with a full suite of customer service tools.”
Here’s Nicolas Raffin, innso CEO: “At innso, we do more than just give you a ‘full suite of customer service tools’. We offer an innovative, industry-leading CX platform with a full 360-degree view of your customers, immediate request management, and smooth, seamless integration between services.” The benefit? “Empowered agents, seamless interactions, rapid resolutions, superior experiences, loyal customers, and positive endorsements.”
We’re here to help ensure that every interaction matters. Contact us to find out how we can help your business become more nimble with an agile omnichannel platform! To stay up-to-date on the latest customer experience (CX) trends and topics, follow @innso_software.