Strategies to Improve the Customer Experience 3eBook

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1 Strategies to Improve the Customer Experience 3eBook

2 2 Three Strategies to Improve the End-to-End Customer Experience (CX) Focus on the following areas to take your customer experience to the next level: STRATEGY STRATEGY STRATEGY Implement Routing Using Full Customer Context Shift from Managing Interactions to Orchestrating End-to-End Customer Journeys Continuously Optimize Your Workforce

3 3 Introduction Managing CX across the end-to-end journey Delivering great customer experiences requires a strategic approach across multiple departments and lines of business within the company not just the Contact Center. These three approaches can be combined to connect disparate customer experiences into a consistent, seamless and personalized journey for your customers. They will produce insight into the existing customer experience and measure the effect of change as new processes and procedures take hold. Companies focused on the end-to-end journey perform better. Lower Cost to Serve Revenue Growth Customer Satisfaction 10 to 15% 20% 15 to 20% Source: McKinsey

4 4 Top Three Drivers for Investing in CX Why Improve CX? The top three reasons why businesses proactively manage and invest in customer experience are: 1. Improve customer retention(42 %) 2. Improve customer satisfaction(33 %) 3. Increase cross-selling and up-selling (32 %) Addressing each of these reasons can positively impact bottom line revenue Improve Customer Retention 42% Improve Customer Satisfaction 33% Improve Cross-selling and Up-selling 32%

5 1 Implement Routing Using Full Customer Context Implement Direct-to-Agent Routing Across All Channels to Improve First Contact Resolution Rates Routing originated from linear, queue-based legacy systems that provided little flexibility into how customers were handled. These routing limitations led to long wait times, multiple transfers, underutilized personnel and unhappy customers. Routing with full customer context helps you orchestrate the end-to-end customer journey. By connecting valuable customers with the best available resource, while providing all relevant information and interaction history to your agents, your organization can drive increased customer loyalty and profits. Routing customers correctly the first time with full context eliminates repetition and reduces frustration - whatever the customer issue or need. It can be the difference between an unhappy customer and a loyal brand advocate. 5

6 2 6 Shift from Managing Interactions to Orchestrating End-to-End Customer Journeys Retain the Status of a Customer s Prior Activities and Interactions to Seamlessly Resume the Journey Upon Re-engagement Many companies are only focused on delivering great CX at the individual interaction level and disregard looking across the series of interactions that make up a journey. By taking a holistic view and maintaining prior status of a customer journey by keeping system in idle mode until your customer returns, you can rapidly move the customer forward to quickly a complete their intended action - without the need to repeat prior steps or previous information. Utilize proactive communications to notify the customer of key events and information by anticipating the most likely next steps on the journey. This reduces both customer effort and the resources needed to complete the customer journey - benefiting both customer and company.

7 3 Continuously Optimize Your Workforce Synchronize your workforce with your customer routing strategy and automate processes for real-time skills assessment and training. Effectively managing the customer throughout their journey - while continuously optimizing your workforce to deliver a consistent experience across all channels - requires comprehensive integration of business processes that only automation can provide. The ability to define people in your organization and relate customer-centric tasks to them will create a measurable, manageable workflow from a complex array of operational and business-driven requirements. Back office systems with disparate customer information can be combined with real-time customer activity, providing relevant information to your workforce when dealing with the customer or addressing their needs. Findings from speech and text analytics trigger automated workflows that remove manual inefficiencies. This end-to-end automation of workflow optimization delivers continuous improvement of the workforce. 7 Conclusion Each of these three strategies will help you automate the routing of customers to right people and continuously improve, allowing you to effectively manage customer journeys that enhance the overall experience. Insight into the customer journey helps your business anticipate a customer s next step to personalize the experience or provide proactive updates to streamline the process. This can have a dramatic impact on the latest strategic CX metrics, including Net Promoter Scores (NPS) and Customer Effort Scores (CES). The result is consistent, seamless and personalized customer experiences that drive revenue growth, increase customer satisfaction and lower your cost to serve.

8 About Genesys Genesys, the world s #1 Customer Experience Platform, empowers companies to create exceptional omnichannel experiences, journeys and relationships. For over 25 years, we have put the customer at the center of all we do, and we passionately believe that great customer engagement drives great business outcomes. Genesys is trusted by over 4,700 customers in 120 countries, to orchestrate over 24 billion contact center interactions per year in the cloud and on premises. For more information Copyright 2014 Genesys Junipero Serra Blvd., Daly City, CA All Rights reserved. Genesys and the Genesys logo are registered trademarks of Genesys. All other company names and logos may be registered trademarks or trademarks of their respective companies.

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