CX Tips to follow if you want to be customer centric and make more money.
10 CX tips that keep customers happy & make you more money.
From the CX People at Fifth Quadrant Customer Experience Consulting, Research and Design.
- Clearly articulate your CX objectives.
What are the commercial and organisational objectives of your channel strategy? It’s important to align your organisational and channel strategy goals. Are you looking to reduce costs in more expensive channels? Improve the customer experience to improve advocacy/retention? Or improve sales conversion?
- Design the experience with your customers (Note: you must first know your customer)
Understanding who your target customers are is critical. Are there new customer segments you want to attract? Draw on research with customers to understand their needs and expectations. Involve your target customers in designing the experience through co-creation and collaboration.
- Understand customer channel preferences at an interaction level.
When do you need to provide support via traditional channels? Which interactions are best completed via self service?
Channel preferences are diﬀerent depending on the interaction type and potentially for diﬀerent customer segments. For simple transactions customers may prefer self service channels for lower eﬀort however, when a customer needs help to resolve a problem or an enquiry is complex, using human touch channels may still be preferred.
- Not all channels are equal: Be careful which interactions you push to which channel.
Conﬁguring channels at an enquiry level is complex. Balancing customer needs and channel preferences with commercial drivers is critical. Be aware of and understand costs per channel
- Workforce planning and contact forecasting are critical for all channels to ensure response time targets are achieved.
To maintain the customer experience as diﬀerent contacts are migrated to other channels, reporting and monitoring of take up and usage is critical in addition to forecasting contact volumes for all channels to ensure staﬃng in human touch channels is optimised over time. Forecasting and monitoring channel usage shifts also enables HR and training planning to re-assign resources to other channels as channel usage changes over time.
- Measure performance versus target for all channels: decreases in performance causes ‘channel bouncing’ and increases overall contact volume.
There are so many internal KPIs in the contact centre to measure performance however the same reporting is required for all channels. To truly understand contact demand changes per channel and cost impacts, it’s important to measure First Contact Resolution (FCR) for every channel. It is also essential to measure the eﬃciency and response times for each channel to monitor if low performance in one channel is causing peaks of contact in another (and therefore additional cost)
- Conduct regular customer research to understand customer experience post interaction and utilise feedback for continuous improvement.
As customer expectations continue to evolve, so should your channel strategy. Conducting regular research with customers with regard to their channel preferences is important as is understanding the actual experience for each interaction channel.
- Measure cost per channel.
Cost measurement is key to understanding the overall cost to serve across the channel environment and the commercial impact to proﬁtability. In order to understand the commercial impact of channel strategy it is critical to ﬁrst know your cost base by understanding and monitoring cost per interaction at a channel level
- Monitor channel shift to identify channel usage changes over time.
How will you know if your channel strategy is working? Monitor changes in channel usage over time and also ensure actual performance per channel is monitored so all factors inﬂuencing channel usage are understood eg. website outages or long wait times in contact centre causing shifts in channel usage.
- Correlate channel changes with measuring key commercial KPIs - Are you impacting revenue, acquisition or customer churn?
Finally, it’s critical to correlate channel usage shifts to your primary commercial KPIs – customer acquisition / retention / churn, revenue and proﬁtability.