In the era of Twitter call outs and Yelp protecting your brand perception is of paramount importance. From headlines shaming airlines for lost baggage and delays to trending complaint hashtags, customer experience has become a matter of public record. The ubiquity of mobile devices coupled with the ever-presence of social media means that a single negative experience encountered by a customer can balloon in mere minutes.
Businesses have started to take heed. A recent study by Walker found that Customer Experience is expected to surpass product as the key differentiator for businesses by 2020. This should come as no surprise considering the abundance of other recent findings that speak to the significant impacts of customer experience on the bottom line:
- 67% of consumers cite bad experiences as the reason for churn
- 91% of unhappy customers who are non-complainers simply leave
- It is 6-7X more expensive for companies to attract new customers than it is to keep existing customers.
A key driver in achieving a positive customer experience is the ability to drive personalization across all interactions. So it follows that in a recent survey of 650+ customer service leaders Establishing a Seamless Customer Engagement was listed as a top challenge this year.
To learn more about the evolving landscape of customer care in the digital age, we headed out to Customer Contact Week (CCW) last month. For 20 years, CCW has been the largest gathering of leaders within the customer care technology and service spaces. The conference showcases the insights of industry leaders with an impressive array of hot topic tracks and breakout sessions that present cutting edge thought leadership rooted in a customer-first mindset.
For their upcoming Fall Event in Nashville, CCW interviewed Jim Lynch, our Product Marketing Director here at LiveVox, to pick his brain about the challenges and solutions ahead in the world of customer care and experience. Below is an excerpt from the interview:
What do you view as the top challenge when it comes to customer contact and customer experience? What is your top recommendation for overcoming this challenge?
The ability to maintain consumer data across all interactions and channels within the customer journey is the number one challenge to improving customer experience. As the customer journey expands and becomes more complex, what happens during each interaction (and each department) becomes more and more difficult to unify, creating an increasingly less personalized consumer experience, not to mention ineffective operations.
This disjoint will also put businesses who wish to leverage advanced technology such as AI and chatbots at a significant disadvantage as the effectiveness of this technology is based on the ability to pull from a centralized data pool.
We believe investments in integrating disparate data will be key to removing the barriers that have long hindered the pursuit of true omnichannel.
Something we are addressing more and more at CCW is the end-to-end customer experience. What responsibility do you feel the customer support function has to the end-to-end experience?
Customer support plays one of the most critical roles in optimizing an end-to-end customer experience. The primary reason a consumer reaches a customer support center is to solve an issue. In today’s digital-first age, consumers are most likely to attempt to self-serve on a mobile channel. If that attempt fails, the consumer will attempt to escalate to another channel and eventually to a live agent. In this environment, the consumer will have put in more time and effort in engaging with a business and therefore will be more likely to be frustrated. A recent study by Gartner solidifies this trend, showing a connection between the complexity of a service call and the number of channels used by a consumer.
Ticketing systems are the mechanisms by which customer service resolutions are tracked and communicated, yet they’ve been largely built for either a voice or digital channel. The ability to marry the interactions in a ticketing system between digital channels and voice will be key to incorporating customer support into an end-to-end customer experience.
Technology advancements are spurring transformation across all aspects of customer contact. What do you believe will be the catalyst for the next generation of CX?
The next generation of CX will focus on creating a new level of personalization and self-service that blends automation with consumer data. The amount of data available on the consumer and consumer behavior has increased in unimaginable ways and we’re just at the beginning of figuring out how to leverage that plethora of information to improve customer experience across all channels.
To learn more about the topics discussed in the interview, visit livevox.com.
To explore how LiveVox can improve your customer experience, request a demo.