Rousing the C-Suite
Obsessing over the Customer
Rousing the C-Suite
Regional decision makers are behind the curve when it comes to leveraging customer service for new business growth opportunities and even further in implementing company wide customer engagement projects. This obviously needs to change in the new customer experience era. The alternative is to be reduced to a trader competing only on price (and the race to the bottom) - urgent education guidance and advice is required here.
For businesses to compete and grow they need to understand customer journeys clearly and not just their pre-sales activities. Increasingly post sales interaction is more important on an ongoing revenue/profitability basis. In this context, understanding changing customer expectations and their pain points, the organisation's own error rates, where customers expend unnecessary efforts, etc is imperative to not only achieve customer satisfaction metrics but drive positive customer loyalty, advocacy and increased wallet share. New processes, techniques and metrics are a must here.
Acquiring the necessary
An evolving Contact Centre or CX project requires executive buy-in and leadership, a clear roadmap, competent staff and the right tools as a minimum. Outside of the former, options here include training, certification, use of consultants and Outsourcers, and technology upgrade/new investment choices. Every project will be different but every project will require all of the above components and getting the balance of effort and focus right will be crucial. Experienced practitioners and their successful case studies are invaluable sources of ideas and inspiration here.
Execution is everything when it comes to achieving the required results and no component can afford to be the weak link that undermines the strength of the whole project. Ensuring the right results, correlations and effects are being continuously monitored and reported is also a key activity and the only way to ensure the initial efforts can be validated and expanded going forward. Silos are set to disappear in this new environment and creation of leadership in, and contribution to cross-functional teams will be the new norm going forward.