Three steps towards customer experience enhancements

Online since 5.09.2017 • Filed under Science & Technology • From Issue 6 - September 2017 - February 2018 page(s) 82-83
Three steps towards customer experience enhancements

Data acquired in a contact centre environment can provide the insights you need to discover your customers’ preferences. This can then be used to drive a more personalised and positive experience for these customers.

Improved Customer Experience (CX) is top of mind for companies, with 90% saying that they know it’s essential. However, too few are converting that awareness into an active strategy. Fewer than 10% have a programme set up to improve CX, even though it’s possible to create one and see improvements within 12 months. If achieved, valued customers and audiences will know that engagement has been improved, which contributes towards the goal of enhanced customer loyalty.

The path to improving CX begins with an understanding of the customer journey. This journey has evolved in recent years from being largely a voice-driven interaction over the phone to interactions over multiple channels. The average company actively uses up to nine channels (voice, text, email, social media and chat being among the most common) in response to a major shift to digital options available. Customer preferences and expectations drive how your business should present what’s on offer, be it service or sales. Being able to interact with your company directly from their mobile device gives customers the expectation that their needs will be met, often instantly.

Know your data, know your customer

In the contact centre environment, huge quantities of data can provide the insights you need to discover what your customers prefer: when, where and how. This data, once aggregated across all contact channels and business systems, can then be analysed and the insights used to help drive a more personalised and positive experience for customers, including improvements in processes to enhance service levels or to align with customer preferences, more relevant and targeted marketing campaigns, or even to help identify specific support problem areas. The applications are endless. Processes, tactics and strategies must be aligned to the individual customer’s specific needs to increase loyalty and satisfaction.

 Seamless, invisible

The customer journey must be monitored at every touch point and any inefficiencies addressed. Inefficiencies are what cause customer frustrations. Your customer doesn’t need to know the processes and actions behind what goes into fulfilling their request, they simply want seamless resolution. Dealing with those points of frustration will ensure that your processes flow.

If you’re not sure where to start, begin by listening to your customer. Listening is a means of obtaining enormous insights into the customer experiences you want to improve. You can do post-call, USSD or email surveys or obtain in-store feedback about specific employees, processes or interactions.

Owning CX

The CX journey doesn’t just belong to those who are dealing with customers directly. The strategy must be communicated to and owned by everyone in your company. It’s a journey with vision, goals and actions that take time to implement, but ones that bear long-term fruit. Make sure that everyone understands how their role fits into the CX strategy and that each person is actively engaging with their responsibilities.

The tools and insights available to do this are accessible and manageable, it makes sense to keep your customers satisfied, loyal and engaged.

With over 10 years’ operational and strategic experience in the South African contact centre industry, Smit’s understanding of technology and its application to business has benefitted multiple organisations across a variety of industries. As CEO of contact centre solutions provider, INO VO, he is passionate about using the contact centre as a platform to drive positive change in a business. For more information, visit

Issue 6 - September 2017 - February 2018

Issue 6 - September 2017 - February 2018

This article was featured on page 82-83 of SABI Magazine Issue 6 - September 2017 - February 2018 .

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