Customer Interaction

How to Create and Improve Your Customer Experience Model

To create a consistent, customized experience for your customers, you need a well-rounded view of the entire experience and all its parts. When you’re able to see the customer experience in full, you’ll streamline targeting and optimize communication.

By streamlining targeting, you learn which customer segments are interested in specific products and services, plus which channels you should use to target these specific customers. You’ll then uncover the best ways to communicate with that specific segment, including the sort of messaging they respond to.

What You Need to Create a Customer Experience Model

Creating a customer experience model takes into account all of the different parts of the customer experience you may have already tackled, like data, the customer journey and personas. Here’s where you’ll bring them together.

Who and Why

During this stage, you’ll understand your customers and see them as humans, not as metrics. This is where you’ll define customer personas. A persona considers the goals, motivations and needs of your VIP customers, which is based on data and research. You’ll gather and understand personal details, like who they are, what they want and why they should care about your product or service.

When and What

This is where you’ll map the customer journey, which highlights the key interactions your customers have with you. In addition to when the touchpoints take place, you’ll also determine what happens at each one – what are the customer’s perceptions and experiences along the way?

How

To pull everything together, you’ll work to figure out which processes and systems you need in place.

4 Ways to Improve the Customer Experience Model

  1. Choose a business objective. It should be a high-level objective, one that directly relates to your strategic plan, and it’s also good if it has broad impact. Focus on creating results for just that objective.
  2. Choose one channel – and it’s okay to start small. You may choose one type of email communication or one social media channel, for example.
  3. Your plan should include performance targets and metrics. You’ll want to measure and report regularly so that you and your team know how well the strategy is working.
  4. Communicate with your team. Explain the reasoning behind the customer experience model, the changes that will take place and the results you’re after.

Tell us about your experience creating customer service models!

5 Trends in the Customer Service Industry

Every year sees new changes to the customer service industry, and 2018 has been no different. This year, the focus has been on improving customer service in order to meet growing expectations. Here are 5 trends that are influencing the industry right now, and they’ll likely continue – and be built upon – in 2019.

  1. Chatbots are providing customer care.

According to IBM, by the year 2020 as much as 85% of customer interactions will not be handled by a human. For the contact center, this means making sure chatbots are providing a great experience for the customer – poor technology or chatbots that are used incorrectly can seriously impact your bottom line.

  1. Cloud-based customer service software is the norm.

Contact centers that rely on cloud-based solutions can have remote agents located around the world. This means that different time zones and extended hours can be covered, offering customer service practically any time and from anywhere. This software can give a complete history of customer interaction, including past communication and notes that agents make about a customer.

  1. Success of the team has become a priority.

If individuals can provide great service, then teams of excellent agents can do even more. Teammate success is now a priority and contact centers are investing more in educating and training their teams. One way of making customer service teams more successful is by hiring agile agents who can handle more than one type of job.

  1. Increased reliance on self-service.

Self-service has been trending for a long time, but now companies are taking self-service to the next level by personalizing it. For example, customers may be shown only certain self-service options based on the products or services they have. This means that customers can get quicker access to the information they need without having to weed through an entire knowledge base.

  1. Software will seamlessly integrate.

Contact center technology systems are a big expense and they carry out integral jobs, like analyzing data and storing all sorts of customer information. Since software is so essential to the contact center, it’s important for different software and tools to integrate with one another. We’ll continue to see software that’s specifically designed to work seamlessly with complementary software so that you can piece together the best system for your contact center.

Have you noticed trends in the customer service world? Tell us about them in the comments.

Trends in Agent Empowerment

Although businesses highlight the importance of customer service and retention, customer service managers continue to report an overwhelming amount of issues. Alarming turnover rates, frustrated workers, inefficiency and inadequacy are some of the issues plaguing contact centers today. The root of the problem? Agent success, or lack thereof.

Think about it – when employees feel they are working efficiently, effectively, and with constant support from supervisors, they work harder. In contact centers today, agents feel frustrated. Too often, contact centers will use outdated software, leading agents to become frustrated and be less efficient with their time. The lack of support from supervisors is apparent, while agents rarely have any means to track their progress, leaving the agent confused and directionless. To top it off, outdated technology used by most contact centers is mismatched with the technology used by the general public today including SMS & MMS text, live chat (not with a robot), social media, and way more.

It is time for contact centers to put their agents’ success first in their line of priorities. In order to do this, they must focus on empowering their agents. What exactly does agent empowerment look like? Empowered agents have access to the tools they need to do an excellent job, are fully supported by their supervisors, are capable of making decisions for themselves, and are well respected by their colleagues.

Millennials entering the workforce place a high value on employee empowerment whether in the contact center, or in another industry. It’s simple – they want to feel supported, respected, and feel as though they have the tools they need to be successful and effective. These tools include a way to track progress, up-to-date technology, effective training programs and constant feedback.

Sharpen has developed a holistic solution designed to eliminate common inefficiencies that ultimately impact the agent, their quality of life, and their ability to provide a perfect customer experience. Check out their webcast on August 2 as they discuss key trends driving new opportunities for agent empowerment, and how contact centers can take advantage ASAP to improve their agents’ experience.

What is the Effortless Customer Experience?

Going above and beyond customer expectations to surprise them and deliver that “wow” factor isn’t unimportant, but in terms of retaining customers and gaining their loyalty, it may not be as important as you once thought.

Matthew Dixon of Gartner (formerly CEB) wrote an article and a book about the power of the effortless customer experience, explaining how effortlessness is more impactful than greatness.

Satisfied vs. Dissatisfied Customers

The first thing to understand is that satisfied and dissatisfied customers behave very differently:

  • Customers who are highly satisfied do not always become loyal customers.
  • Customers who are dissatisfied become disloyal customers and talk to others about their experience, which spreads negative word-of-mouth.

Additionally, Dixon found that the more effort a customer has to put in to solve their problem, the more disloyal they become.

Redefining Customer Experience Goals

It stands to reason, then, that the contact center’s main goal shouldn’t be creating highly satisfied customers because they may not be loyal no matter how much you do for them. Instead, the goal should be to avoid creating dissatisfied customers.

How do you do that? By making it as easy as possible for an unhappy customer to resolve their problem.

Dixon’s research showed that customers who were able to solve their problems with a low amount of effort were more like to buy from the company again and even to spend more.

Clearing the Way for the Customer

When it comes to the customer experience, there are a few main culprits that always seem to stand in the way of ease and resolution:

  • Being transferred
  • Non-personalized service
  • Having to repeatedly contact support
  • Repeating information
  • Switching channels
  • Tedious policies and processes

While there are numerous ways to make the customer experience more effortless, here are two big ones:

  1. Create a rich self-service portal that will solve all (or most of) your customers’ issues without having to switch between multiple channels to find a resolution. The self-service portal should be simple and user-friendly.
  2. Avoid the next issue. First call resolution is the ultimate goal, but it’s not always possible, especially if the first issue gives way to a connected second issue. Figuring out what the follow-up issues tend to be will give you the power to prevent problems.

Have you found any ways to make the customer experience more effortless? Tell us in the comments below!

 

Using Big Data to Enhance the Customer Experience

Customers are happy to stay with brands that provide excellent service, and that includes knowing what they want and offering it to them when they want it. To the customer, this seems like uncanny intuition, but smart brands know this doesn’t have anything to do with a sixth sense. Analyzing customer data is the only “magic” needed.

Collecting and storing customer data is doing nothing for you if you’re not actually putting that data to use, though. Here’s how to make customer data work for you.

  1. Personalize the customer experience.

Today, simply having an app or website that works isn’t enough. A personalized customer experience results in better engagement, conversions and revenue. The customer should have their interests and preferences catered to when they log in. For example, customers who always pay online ­– and who don’t usually log in for other reasons ­– can be taken directly to the payment page.

  1. Fix problems quickly.

Real-time analytics show what’s happening now, giving you the chance to solve problems before they become catastrophes. For example, if a customer is having a problem with the support agent, you can jump in to solve the issue before the customer gets off the phone. If you end the call on a positive note, they won’t be tempted to bash your business on social media. You can also collect data from different social media platforms to discover when customers are talking about you online, and then get in on the conversation to solve issues fast.

  1. Figure out what you’re doing wrong.

Customer data can show you where visitors are getting stuck or at what point they’re abandoning your app or website. This can help you hone in on areas that aren’t working so well, giving you the opportunity to streamline processes even more. For example, do you notice that customers who try to engage in a live chat via the app often end up calling for phone support? Maybe the chat freezes or agents are too slow to respond.

User data can be turned into reports for all sorts of information, and customers can be segmented in a variety of ways, giving contact center agents the chance to provide excellent, targeted service. The best approach is to figure out which data you need so that you spend more time using it than you do collecting it.

How Can Your Business Relate to the Millennial Community?

Millennials are arguably the most rapidly-evolving and flippant consumer base in the industry. It is a challenge in itself to understand what they desire in a product, and even moreso how to please them in the aspect of customer service.

In reality, millennials just want what everyone wants. All people generally tend to want to do the right thing, belong to a group, and avoid conflict. The difference between this generation and others is not their access to a plethora of information, but their reliance on that access of information. They rely on their online community just as much as we rely on our immediate neighborhood community.

Think of the neighborhood community you grew up in. Not so long ago, neighbors relied on each other for borrowing spices, taking care of pets, and generally looking after one another. Millennials look to devices, which many of them have grown up using, as their own community. Just as your neighbors would, these devices recommend bars & restaurants, barbers, dog walkers, carpools, and most importantly, connect them with like-minded people.

What a successful business looks like in the millennial community:

Then: Strong values. Now: Progressive values, and being able to exemplify each one.

Gusto, a payroll software company based out of San Francisco and Denver, is an excellent example of a company that makes their progressive values clear, and leads by example to see them through. Co-founder Tomer London took a two-month paternity leave after his daughter was born. In writing, any business can value a “work-life balance”, yet pressure their employees to work 12-hour work days. London takes it upon himself to set the example in his company, and follow through with the values he sets in place.

These types of stories circulate in the millennial community. In the click of a button, millennials can find exactly what people are saying about your business, whether these people are customers or employees. They rely very heavily on these reviews and take them very seriously: they will not be your customer if they don’t like what they see.

Then: Strong, ethical leaders. Now: Strong ethical leaders, and being able to connect with them.

Speaking of leading by example, executives of businesses can be reviewed just as much, if not more, than the business itself. Glassdoor is one of the most prominent resources when it comes to researching businesses and jobs. In the snapshot below, you can see how employees review Jeff Bezos, CEO of Amazon, and actually read through each review.

To millennials, the ability to connect with the leaders of a business is crucial. For the millennial employees in a company, feeling ethically and morally aligned with the person they are working for drives productivity and purpose. The same goes for consumers. With business leaders under a constant spotlight, it is easier for consumers to decide with whom they’d like to do business. After Uber’s many PR disasters, and CEO Travis Kalanick’s inability to mend them, the hashtag #DeleteUber went viral, causing about 500,000 users to reportedly delete their accounts.

The force of the online millennial community is strong. Your business is under a spotlight, but that doesn’t have to be frightening. There is no secret code to learning what millennials like and what they don’t like. Your business does not have to look like Hillary Clinton trying to appeal to young voters through cringe-worthy and outdated slang. In fact, a majority of the Democratic millennials who did not vote for Hillary simply felt that she was untrustworthy.

The millennial generation holds businesses to a higher, more personal standard. If they feel comfortable doing business with you and trust you, chances are they will let their online “neighbors” know. On the other hand, if you’re deemed untrustworthy or unpleasant to do business with, they will certainly make sure their online “neighbors” know to never do business with you.

How to Improve Your Contact Center’s Live Chat Service

There are several different customer service channels available to customers, but the winner always seems to be the one that responds the fastest. Since web chat is both time-sensitive and personal, it’s often a customer’s preferred mode of contact. Here’s how to optimize customer satisfaction using live chat.

Make sure the chat is visible.

There’s a lot of information for visitors to look over when they’re on your website, but the live chat option should be obvious and easy to find. A pop-up window on the bottom of the page lets customers chat while still navigating around the website. Since the window is going to be small, make sure the font is large enough to read.

Only send an invitation if an agent is available.

Offering a live chat option at the right moment is key to engaging the customer at the best time. However, you should never invite the customer to a chat session if there isn’t actually a live agent available. Customers shouldn’t have to wait for help, especially if you reach out to them first.

Go off script.

Even though you want to maintain a certain level of professionalism, live chat conversations can lean toward the friendly and personal. The agent should introduce themselves and refer to the customer by name. Also, it’s okay to go off script if the customer asks detailed questions or if they’re upset and need the agent to show empathy.

Keep chat etiquette in mind.

Even though live chat is on the informal side, agents should still write in complete sentences; pay attention to spelling and grammar; and avoid slang. Paragraphs should be short and digestible, and technical speak should be avoided so that the customer can keep up with the conversation.

Make it quick.

Customers want their issue handled quickly on chat. Agents should make sure to respond swiftly whenever the customer sends a message. Conversation should be limited so that it doesn’t get in the way of solving the problem. Also, if the situation will take too long to troubleshoot on live chat, the customer should be given an alternate solution, like self-service or the number to the right department.

Live chat is helpful for customers who need to multi-task or want to get fast service. In order to deliver the service customers deserve, it’s necessary to know what they expect.

 

5 Barriers to Overcome When Creating an Omnichannel Strategy

If a contact center is going to understand how important omnichannel is, to them and their customers, they need to know the benefits of seamless interaction across all channels. Furthermore, it has to be understood that a one-size-fits-all solution will no longer work; it won’t provide a modern, enjoyable customer experience. Everything from antiquated technology to a lack of understanding or concern regarding omnichannel service can get in the way of creating a true omnichannel experience.

1. Not Providing All Departments with a Single View

Every department needs to have a synced, singular view of the customer, no matter what channel they’re on. Just as the different channels need to work together, so do the contact center’s various departments.

2. Not Understanding the Depths of the Customer

In the past, customer buying history was the main – and often, only – important detail to pay attention to and track. Today, omnichannel goes far beyond buying history, looking at what happened before, during and after the buying process. This plays into being able to define what omnichannel means to your specific contact center – it’s not a metric, but instead of way of offering a certain type of customer experience.

3. Poor Technology and Missing System Integrations

Even with the best omnichannel plan in place, contact centers can’t attain their goals if they don’t have a system that supports them.

4. Poor Management Regarding Big Changes

Instating an omnichannel system requires everyone at the contact center to get updated on the new processes. This requires training and education, as well as someone who is going to lead and manage the change.

5. Providing Consistent Service on Varying Channels

It can be incredibly difficult to provide the same level of service when switching from channel to channel. Specific strategies and specialty training have to be in place in order to provide high quality customer service on everything from email and phone calls, which have no communication limits, to something like Twitter, which has a distinct character limit.

While an omnichannel strategy puts the customer first, it requires a lot of setup and management on the backend, in the contact center. While switching to an omnichannel strategy or updating your current one can take some time and effort, ultimately what’s best for the customer is what’s going to be best for the contact center.

Learn from this Sample Customer Journey: Booking a Flight to Boarding the Plane

Today’s customer journey considers the beginning-to-end experience that the user follows to complete a task. Often, the journey involves numerous channels and devices that all must interact with the customer wherever, whenever and however they want.

Air travel can be exhausting, both physically and mentally, especially if the many plans that have to be in place don’t come together. Delayed or canceled flights, difficulty scheduling backup flights, lost luggage and missed connections are just the beginning of the travel headache. Done correctly, the customer journey of a person who’s traveling can be greatly eased with intuitive messaging and thoughtful touch points. Consider this modern customer journey for the traveler:

• Book your flight online well in advance to secure the best ticket price.

• Receive a push notification from the airline’s mobile app that allows you to check-in the night before your flight.

• Choose the way you’d like to receive your boarding pass (saving it to your phone, via email, etc.).

• At the airport, visit a kiosk to scan the boarding pass on your phone and then print your baggage ticket.

• Show security your digital boarding pass.

• Receive immediate flight status updates through your preferred contact method (text message, email, app push notification, etc.).

• While on the flight, go to the airline’s website on your phone, tablet or laptop to watch movies.

Traveling of the past was often rife with long lines to get to an agent at the airport, paper boarding passes that can get easily lost and difficulty keeping up with the latest flight changes. The reason the new, digitally-enhanced customer journey flows so well is because the airline (or booking service) the traveler uses offers online and mobile access; remembers personal information, allowing the company to send customized alerts to individual travelers; has multiple digital options for doing necessary travel tasks, then syncs those options (saving the boarding pass to your phone then scanning it at the luggage tag kiosk); and generally keeps travelers in-the-know regarding their trip. Once on the flight, the company is further able to keep the traveler happy and entertained by offering in-flight Internet service and other types of free entertainment.

This type of customer journey takes into account the cornerstones that customers need: consistent and proactive service, optimized features, collaborative options and seamless transitions.

How to Improve Your IVR System

In theory, an IVR system is a great idea. Customers can get personalized support without having speaking with a live agent. When you break the cardinal rules of creating a user-friendly IVR system, though, you risk irritating customers and overloading your agents with live calls.

Simplify Options

Too many options are impossible for callers to remember. Menus within menus are confusing and long-winded. Customers will default to speaking with a live agent or choosing options that sound close to what they want just to get on with it.

Name the Department First

The department should always be named before its associated number You may think that a caller will easily remember to “press 1 for sales,” but “for sales, press 1” is much more fool-proof. This makes it easier for the caller to associate the number with the department. Otherwise, they’ll have to repeat the menu or just opt to speak to a live agent.

Allow Extra Time

It’s great when an IVR system can access detailed customer information, like an account number or tracking information. However, it’ll take the customer a moment to jot that number down. Give them a few extra seconds, say the number twice and offer a way for the customer to have the information repeated. If the customer misses the one detail they called in for, the IVR system hasn’t done its job.

Don’t Hang Up

Some IVR systems will automatically disconnect the call if the wait is too long. Even if there’s a lengthy queue and the caller will need to wait for a long time, it can be more frustrating to get hung up on. Some callers prefer waiting instead of having to call back at a future time, even if the wait time will be shorter. Offer a callback option that will hold their place in line and ring them when an agent is available.

Maintain the Same Voice

The same voice – a human voice, not a robot one – should be used throughout the entire IVR system. Switching voices is distracting and the caller may not focus on what is being said as much as the new voice. Maintaining the same voice throughout each menu and option is the most professional option.

AI integrations like IVR can be incredibly helpful for the contact center, so long as they make less work for agents.