Complexity Is a Distraction to Delivering your Target Customer Experience

Sep 26 • Features, Software and Apps • 426 Views • No Comments on Complexity Is a Distraction to Delivering your Target Customer Experience

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As part of a new mini-series of excerpts of from the latest white paper from IFS we take a look at how communication is changing and technology is evolving. In the first feature in the series we looked at how when it comes to communications, Customers Want It Their Way .At the end of that article we asserted that in truth, we live in a world of five generations of consumers and employees. The choice of communication channel is ours. We pick whichever works for us. And by the way, if you think letter writing is dead just ask any complaints team!

So what does this mean? Does it condemn organisations that want to do the right thing by their customers to every increasing cost? The answer depends on what generation of infrastructure you are using…

Want to know more? the full white paper, which contains additional information and insight beyond this series of excerpts is available to fieldservicenews.com subscribers.

The good news is that if you are a field service practitioner then you may well qualify for a complimentary industry practitioner subscription – an offer over 40,000 field service professionals globally have already taken advantage of!

The even better news is we will send you a copy of this white paper when you apply as a welcome!

Click here to apply for your complimentary industry subscription to fieldservicenews.com and access the white paper now

Note: Please do take the time to our T&Cs (available in plain English at fieldservicenews.com/subscribe) and note that this content is sponsored by IFS)

While a choice of voice and text has been available to all current generations, their accessibility and immediacy has been transformed over the last forty years: from landline to smartphone, from letter to instant messaging. Our preferences tend to be based on the dominant channel(s) within our peer group.

But before we start to look at that, there is another stakeholder’s point of view that needs to be included beyond that of the customer. No prizes for guessing that the advisors’ experience matters in equal measure. Once routing and triage business rules have matched customer need with the best qualified, available person, your advisors assume prime responsibility for the quality of outcome and the customer’s retained memory of the service experience.

That’s a lot to get right, especially with five generations of customers and personas to take into consideration. In fact, it requires single-minded concentration and attention on the unique needs and expectations of each customer to nail those deliverables consistently.

While we might imagine that multi-tasking is the obvious way through a busy day, it has a price. Our attention span is finite. Split it too far amongst competing tasks and something has to suffer. More often than not it’s the nuances of each individual customer need that is missed when advisors find their focus and listening power distracted by the logistics of helping the customer towards their outcome.

There are many triggers for losing focus on the customer experience. For instance, desktops can rapidly become a mosaic of overlapping application windows as information and workflow is requested and generated.

There are many triggers for losing focus on the customer experience. For instance, desktops can rapidly become a mosaic of overlapping application windows as information and workflow is requested and generated.

Moreover, these are not consistent interfaces. They can range from mainframe style green screens to back-office ERP systems and cloud CRM interfaces. Legacy organisations typically expect advisors to toggle between half a dozen screens for certain customer jobs. There are even some sectors with double-digit complexity when additional third-party applications are used, such as customer eligibility checks.

Navigating all this is a daunting challenge for anyone just arriving at a new contact centre. They have the challenge of live engagement layered with the unfamiliarity of multiple systems and their idiosyncrasies. No wonder that much contact centre induction time is soaked up in systems familiarisation and training at the expense of customer experience skills.

On top of all that, it is not uncommon for larger contact centres to endure 20%+ annual attrition rates. Given the learning curve just described, a continual drag on performance and service reputation is created that is hard to overcome.

Finally, one of the most common complaints against the contact centre versus a typical online experience is that organisations never remember customers’ profile and history, despite asking for it multiple times. ‘Know me’ is a key mantra in digital economies.

But within the fast moving dynamics of a live engagement, advisors cannot be expected to hunt down relevant customer information in order to personalise an interaction. Even when captured in CRM, that information can remain hidden from view nestled behind multiple tabs and menus. No wonder we still hear the ‘system is slow today’ apology as the search for relevant details continues in the background.

There are multiple negatives from this way of working.

More time has to be spent on each customer, which inflates headcount costs. It then gets worse if the outcome is failure to find the right answer or get something done

immediately. Handoffs to other teams generate more work, inflate inbound queues with progress checking customers and put a big dent in the quality of customer experience for those who suffer.

Advisor motivation takes a hit too, as the pressure mounts on working harder. Command and control culture is reinforced to meet targets and the chemistry of an empowered employee culture driving positive customer experience starts to dissolve as a result. The ongoing stress of being underequipped and unable to do your best can hollow out the enthusiasm of even the most dedicated advisor.

But the good news is that it is possible to work smarter as opposed to expecting the team just to work harder. Advisors have the same right as customers to expect low effort engagement. This happens when a great desktop experience is enabling the right customer experience.

Want to know more? the full white paper, which contains additional information and insight beyond this series of excerpts is available to fieldservicenews.com subscribers.

The good news is that if you are a field service practitioner then you may well qualify for a complimentary industry practitioner subscription – an offer over 40,000 field service professionals globally have already taken advantage of!

The even better news is we will send you a copy of this white paper when you apply as a welcome!

Click here to apply for your complimentary industry subscription to fieldservicenews.com and access the white paper now

Note: Please do take the time to our T&Cs (available in plain English at fieldservicenews.com/subscribe) and note that this content is sponsored by IFS)


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