Why Understanding Your Customer’s Experience From Beginning To End Is Business Critical
September 29, 2017 | Customer Experience
The first week of October is National Customer Service Week, which aims to highlight the benefits of providing great customer service and recognize organizations who are leading the way when it comes to customer satisfaction.
Providing a service that meets your customer’s expectation seems obvious but many organizations are failing in this regard, resulting in frustrated customers who will choose a competitor in the future. This blog highlights the importance of improving the customer experience and ways to achieve this with the help of technology.
Companies have opened up many channels so they can service customers differently depending on their current customer lifecycle stage. However, more often than not, it’s common for each of these channels and touchpoints to be evaluated and measured separately. This can lead to an inconsistent level of service, resulting in an overall disjointed customer experience.
A HBR research study published in 2013 demonstrated how a TV cable provider realized that customer churn could be reduced by reviewing the customer experience in its entirety, from onboarding through to customer care. When they looked at each of the touch points in isolation, it was unknown how the customer service was perceived once they moved from one stage in the customer cycle to the next.
The sales teams closed deals by selling custom bundles and marking as closed in their CRM. Any future interactions however were with the customer service team who lacked context about these custom bundles. The sales experience was perceived well by the customer but the installation and troubleshooting process was confusing and cumbersome due to this lack of knowledge sharing.
A true measure of customer service and satisfaction can only be achieved when senior management consider the holistic customer journey as customers move from one stage of the customer lifecycle to the next.
According to McKinsey, providing a consistent service throughout the entire customer journey has the potential to increase customer satisfaction by 20%, revenue by up to 15% while lowering the cost of serving customers by as much as 20%. To achieve this, organizations must have a thorough understanding of the customer journey and connect all of these breadcrumbs that the customer has left along the way so the organization can know their customers better.
eConsultancy highlights three main areas that need to be addressed to achieve this:
- Omnichannel: Integration of technologies (linking digital marketing, crm, ticketing and communication systems) to gain insights from every experience the customer has had with your organization.
- Migration of voice traffic to digital: Opening up digital channels and placing as much value on them as you would with traditional telephony.
- Data analytics: Allows you to connect the dots from all of these interactions. Real-time analytics which is surfaced to agents whenever the client contact you, regardless how they contact your organization.
By addressing these three areas, organizations will be able to gain insight into the holistic customer journey and measure the level of service provided to the customer throughout their entire lifecycle. At Altocloud, we are helping our customers do exactly this by integrating our customer journey analytics with: CRM, Marketing Automation, IVR Systems and Digital Communications Platforms.
This level of integration provides a complete view of your customer’s journey from beginning to end. By helping to connect the dots, our customers make better decisions about how to service their clients, resulting in happier customers and more efficient agents.
If you would like to learn more about how Altocloud can help you provide a better customer experience for your organization, feel free to contact me at firstname.lastname@example.org