Blogs

Did you miss this webinar? Check out the link below:

https://www.cxpa.org/viewdocument/partners-in-cx-how-cx-leaders-can

It’s never been more challenging for organizations to deliver unforgettable customer experiences (CX).

Around 40% of customers will change brands after just one bad experience, with 80% leaving a brand after several bad experiences.

At the same time, it’s arguably never been more profitable for businesses to invest in their CX efforts.

Businesses that excel in offering stellar customer experiences (CX) see their revenue grow five times more quickly than those of CX laggards, according to research by Forrester.

However, merely investing in the latest data collection tools and collecting oceans of data isn’t enough for organizations to have a clear understanding of their customers’ expectations.

Instead, CX teams should partner with their organization’s customer support teams to both centralize the company’s data and lean on unique insights customer service agents glean as first-line responders.

In this webinar, Peter Neels, the Director of Customer Experience Strategy at Zendesk, explains why and how CX teams should partner with contact centers to improve their customers’ experiences.

What I loved:

My biggest takeaway from this webinar is that those who interact with customers regularly, such as customer support agents and customer success managers, are an integral, if often overlooked, piece in an organization’s voice of the customer (VOC) programs.

Front-line employees have their fingers on customers’ pulses – their pain points, desires, and changing expectations.

For those reasons and more, their insights should be considered an essential pillar in any brand’s CX strategy. Organizations should also encourage support and success teams to embrace feedback instead of deflecting it.

Key quote:

“In order to provide the kinds of customer experience that customers now expect, companies need to keep track and leverage more data. Data is the key. Data is one of the priorities to ensure that the customer, the agent, or anyone at any point that touches that customer interaction has the information that they need to understand and make sure that the customer is supported and that they understand it.”

The webinar is perfect for:

I’d recommend this webinar for CX practitioners who feel their organizations are overlooking the hidden treasures that are insights from customer support and customer success teams.

It can be difficult to convince stakeholders of the value of feedback collected by customer support centers, especially considering the costs of existing feedback collection and analysis technologies. Many organizations also still hold the view that contact centers are a drag on revenue, not a bolster to it.

Fortunately, CX teams no longer have to struggle to convince stakeholders of the customer support centers’ values as a source of feedback.

Some tips Peter offers for how CX and support teams can collect and disseminate more valuable feedback among the organization include:

• First responders should be empowered to better understand the role they play in a customer’s journey and experience. Leaders should also encourage customer support teams to find ways to add to a customer’s experience.
• First responders’ success shouldn’t be measured only by tactical KPIs, but also by how well they listen to the customers.
• Leadership should create a culture that welcomes feedback. This can encourage team members to embrace accountability and focus more on collecting feedback and crafting solutions instead of deflecting or dismissing criticisms.
• Encouraging cross-functional teams, including support, success, marketing, and CX, to work together to deliver excellent customer experiences. Teams should also meet regularly to share insights and decide on the next steps they should take.
• Inventorying all of the places where feedback is collected and creating a central location where feedback can be accessed by different teams.
• Creating a standardized process for categorizing customer feedback topics and sentiments so organizations can spot opportunities to improve the customer experience, reduce churn, and et cetera.

Collaboration between CX and support teams starts by empowering front-line responders to understand what they contribute to a customer’s experience and creating a culture that embraces feedback.

After that, CX and support teams – along with other teams in the organization – should work together to share data so they can work together to create seamless, customer-delighting experiences.