Many service centres believe they have adequate analytics that span performance, interaction and behaviour insights. Sadly, some of these businesses are not making full use of their analytical capabilities and are missing opportunities to alleviate CX friction and customer engagement issues. Indicators of customer engagement and effort give a business information that can help it to improve first-time contact resolution, handling times and outcomes, and the cost-per-engagement ratio.
Alleviating friction and improving customer engagement will improve customer satisfaction scores and heighten customer loyalty. Many contact centres attempt to gather customer satisfaction insights via the internal escalation process or a postal survey feedback route. Both approaches mainly result in responses at the extreme ends of the spectrum, from 5-star review one-liners such as “great service”, at one end, to the sharing of single engagement frustrations with comments such as “this company is bad” on all social channels, at the other.
Many contact centre leaders overlook emotional intelligence as an insight, or merely have a CX strategy driven by first-hand contentment analysis. However, a customer-centric culture and CX strategy benefits from a broader scope of AI-driven sentiment analysis to define the impact of behaviour and emotion, measuring degrees of emotion from all customer engagements. This involves tailoring experience programmes using comprehensive Customer Engagement Management (CEM) with AI emotional intelligence rather than just people, product and process feedback.
Are customer channels of choice delivering by expectation?
Looking after your customers does not stop with offering omnichannel engagement data that only measures a “first time right” success metric. The way forward is to create an Experience Management Analysis hub as an AI CX-centric insight overlay across channels. This will consistently measure customer success without the need for calibration across various platform data sources or the alignment of insight methodologies.
Many customer engagement platforms already have reporting and dashboard capabilities that measure performance figures, but they lack a complete customer-centric journey view. This restricts them to developing an all-channel CX-insight methodology to enable a consistent means of measuring of satisfaction and loyalty.
Using an AI CX-insight overlay model moves away from having several embedded platform reporting outlooks that feel a bit like marking your own homework. Autonomous AI data-driven insights that visualise journey data enable the CX transformation programme across all channels and vastly improves the customer’s experience.
Is risk mitigation part of your success strategy?
Customer experience management is a data-driven exercise that keeps a CX radar on measurable performance and satisfaction indicators. These are the things that you need to know about to identify if something needs your attention. Many of these insights are focused on a daily operation model and based upon experiences you expect to happen or have previously seen as part of your services and business procedures.
Operationally, this approach often lacks a more flexible satisfaction strategy to deal with customer service emergencies. Using AI-driven technology enables deeper layers of insights about upcoming events, rising discontentment, or campaign launch successes. Automatically finding these patterns will be an essential part of steering satisfaction results.
Creating a mechanism that can mitigate business risks as soon as they occur will have a significant impact on damage limitation. Creating awareness of upcoming or new patterns provides robust CEM with lasting impact, especially when the interaction is due to a negative customer experience. This is absolutely something you need to know about every time it occurs within your service centre operations.
With AI-driven insights, you can realise a CX improvement culture that focuses on proactively managing all customer experiences and linking them to the desired success output. By paying active and effective attention, anticipating more quickly which customers express dissatisfaction or experience unnecessary friction and effort, you will gain insights that will help your business to continuously monitor and improve its CX strategy.
For more information about how Contexta360 can help you improve your CX, please contact us.