When we talk about customer experience (CX), the discussion usually takes an ‘outside-in’ view from a customer’s perspective, when he/she is trying to reach you while facing a problem with your product or service. From here on, we try and design the best processes and deploy the best technologies to make his/her journey convenient through the organization’s customer support endeavors. We deploy Chatbots, IVR, skill-based routing, and CTI, etc. Basically, all the best technologies we could lay our hands on and marry them with beautiful processes. Sadly, this strategy has lived its shelf life and is almost exhausted to further improve CX because the benchmark CX has also been achieved by your competitors too. Therefore, it begs a question—Is CX your business’ differentiator or is it just compliance to you? If it is later, you can stop reading further.
Enter the new paradigm of ‘data-driven decision making’ which is challenging enterprises to look beyond ‘act when the customer call/email/SMS hit the deck of your CX ship’. It demands you to know your customers’ behavior more closely. To include an ‘inside-out’ view into your customer experience design strategy, you need to consider:
- Customer profiling or customer behavior profiling
Find out the different customer segments addressed by your business. If not all, your CX strategy must account for the most important ones. This differs from analyzing call volumes to define your IVR options.
- Create a ‘Model Customer Experience’ framework for each customer segment
Define what would work for each segment and how their CX journeys distinguish from each other.
- Break the ‘Model Customer Experience’ into implementable steps
Take the ‘Agile’ route and break down the model framework into small blocks. Review and measure implementation of each block.
- Measure efficacy of each implemented step. Move one step, iterate or change, and then proceed
An important step is to pause, collect data, review the outcomes, and make decisions. Even quash and start afresh if the outcome is not as desired. It calls upon absolute flexibility and adaptability of the team involved.
- Align your ‘Contact Center Technology’ roadmap and investments accordingly. Consider different solutions for different customer segments and customer journeys.
In other words, this can be referred to as making personalized investments into different customer segments to create different, customized CX. Some may need chat, for some conversational AI works better, and for others speaking to agents would delight them the most. Rationalize your investments and efforts accordingly.
At first, this approach looks daunting and a lot of work, but if taken in earnest, it leads to much better CX outcomes. It helps you rationalize your investments and prioritize your CX responses. It also fulfills the hyper-personalized experience requirements for your customers.
At HCLTech, we strive to create customized CX solutions for our customers that involve innovative technologies, best practices and unique CX strategies for their customers. Our FluidCC framework addresses customer, agent and business experience individually or in combinations.
If you want to know more about FluidCC you can visit Customer Contact Center Solution - Fluid Contact Center | HCLTech or write us at Contact.FluidCC@hcl.com , firstname.lastname@example.org.