In a bid to integrate silos of customer communications into a single multichannel customer experience, many organisations have changed who is corporately accountable. Increasingly we are seeing that individual having responsibilities for bringing brand/marketing in line with the customer experience as a whole. Rapidly gaining a full appreciation for the vagaries of contact centre operations, costs and metrics is essential in managing that organisational change successfully, and arriving at positive outcomes.
Here’s some advice to help you out.
In an earlier post we established the importance of voice in the context of a multichannel strategy, and exposed the risks for failing to do so. With the mix dependent on the customer audience and their requirements, there are opportunities both for agent contact centres, and for voice automation to support the voice response. Getting the overall experience right ensures that the often-competing outcomes of lower operating costs and higher customer satisfaction scores can be achieved.
Start off by formulating an objective opinion on the quality of your current experience by playing mystery shopper and phoning your organisation. Use our quick self-audit to apply a complete methodology for this, and invite other internal stakeholders to participate. Critical to this process will be inviting actual customers to provide insights about needs and experiences, as well as the perspective of contact centre agents.
This initial discovery process will identify areas for improvement but won’t address the hard contact centre metrics and cost models so important to your role. So the next step is to develop a business case for user experience strategy. You can start here with a few calculations that are core to understanding the rate of return on improvements such as automation and better design of the voice interaction. Beyond this can be a far more detailed and scientific appraisal of all the variables in a watertight business case that delivers real business outcomes.
Once you’re on that journey, you need to bottom out your research, complete your strategy and orchestrate a team to deliver it. Helen Casewell’s blog on the 9 Steps for Optimising Multichannel User Experience is an excellent resource for this. Also read her follow-up blog post here to get to grips with ensuring your strategy maintains its focus over the long term.