Excellent customer service is the cornerstone of great customer experience (CX). A 2015 survey by Censuswide of 2,000 UK adults found that almost one in three (29%) of the respondents considered being stuck on-hold to a contact centre their biggest annoyance of 2015, above a lack of internet or being stuck in traffic. This tells us that from a customer experience perspective, there is enormous value to be had in ensuring those frustrating on-hold experiences are not given the opportunity to manifest themselves – among other common CX frustrations.
HOW CAN I ACHIEVE THIS?
Reducing customer time spent on hold is only the first part of the project in rejuvenating your customer service team and improving your CX. How many times have you rung into a contact centre, waited on hold, only to be told that you have the wrong department? Or been met by a customer service agent who clearly has no passion for solving your issue?
It’s for reasons like these that customers will choose a brand with a superior customer experience, and why more businesses need to embrace the idea that customer experience is king of the contact centre.
In our #EnigenReadinar, ‘Mind the Gap’, our MD Alex Love discussed with Oracle’s Matt Bateson & Steve Benton the importance of recognising your customer service team as another marketing desk, needing the same information and materials made available to their colleagues in the marketing team. To capitalise on this knowledge, here are three ways your brand can offer a better customer experience through the customer service team, to increase rates of loyal returning customers and new customers alike.
IDENTIFYING THE ISSUES
The first step in improving the customer experience is recognising and diagnosing the issues your customers may be facing. It may be that your colleagues in the customer service team are not as engaged as they could be; that the technology employed in your service team isn’t up to the job; that you aren’t engaging with your customers where they want to engage with you. It’s the recognition of these issues that allows for the possibility of change, improvement, and transformation of your CX processes.
You might choose to do this through a customer survey, a poll for your service team, a discussion at management or board level, or all three, but whatever you do we recommend you undertake Customer Experience Journey Mapping (#CXJM). Journey Mapping involves diagnosing the ‘pain points’ in the customer experience (as well as potential opportunities) across the organisation. Understanding where the customer journey breaks down is the most effective way to make immediate changes to your CX processes, and improve the customer experience, making it easier to do business with you.
Enigen run both private on-demand and free open CXJM workshops for organisations considering an improvement in their CX strategy. Look out for open events on our Events & News Page, or get in touch with our Head of Marketing, Charlotte Baillie, for more information: firstname.lastname@example.org
USE THE CORRECT CHANNELS
It’s paramount for your company to commit to a multichannel engagement strategy if they can expect to hold customer engagement. But with umpteen different methods of communication on the web, the only way to use this kind of strategy effectively is to ensure it’s fully integrated.
Ask yourself; “does my company engage with customers where they are, or where we expect them to be?”. There are subtle differences here, but they make a great deal of difference to the customer experience as a whole. Even if your company covers all channels reasonably available, are the conversations your service team have with customers integrated into one platform?
One of Enigen’s Oracle CX Customers, T H March, are a great example of how a unified and fully integrated platform across Sales, Service, Marketing, and Social, fosters an enjoyable, seamless, and beneficial journey for their customers.
Check out their Video Story via: https://www.youtube.com/watch?v=7eqM-Ry0YdM
SWITCH-ON YOUR EMPLOYEES
Customers want and often expect to use the latest technology and platforms to engage and communicate with your brand. Yet 43% of contact centres believe the technology they employ doesn’t meet their current needs, and a further 79% believe existing systems will fail to meet future needs. This tells us two things; that just under half of contact centre agents do not feel they have sufficient technology to do their jobs correctly, and that the rate new customer contact channels develop is faster than the existing rate of technology upgrades for contact centres.
Implementing an omnichannel platform, one that amalgamates various social and online channels into one platform, is a steadfast way to address this issue. Not only does the implementation of this kind of technology ensure your customers can contact you in the way they choose without extra effort on your part, but equipping your service team with up-to-date technology empowers them to deliver better customer experiences. Investing in your customer service team’s ability to connect with your customers makes them feel valued, and employees who feel valued want to translate that value to the customer.
Equally, ensuring that your customer service team is provided with the right knowledge at the right time develops a consistent service that will improve the customer experience, and makes your service team feel part of a wider system. Using a tool like Oracle Service Cloud engages your service team, ensuring that they have access to the same knowledge that your teams in sales and marketing have, all in one place, while simultaneously providing a modern, omnichannel platform for your team to work from.
We hope you enjoyed this blog. If you’d like to find out more about how we can help you and your customer service team to become CX Superheroes, drop us a line via: email@example.com or call +44 (0) 203 3280710