10 CX Tips in 10 Slides

10 CX Tips That Keep Customers Happy & make you more money

From the CX People at Fifth Quadrant Customer Experience Consulting, Research and Design

www.fifthquadrant.com.au

1. Clearly articulate your CX objectives


What are the commercial and organisational objectives of your channel strategy? It’s important to align your organisational and channel strategy goals. Are you looking to reduce costs in more expensive channels? Improve the customer experience to improve advocacy/retention? Or improve sales conversion?

1. Clearly articulate your CX objectives


2. Design the experience with your customers (Note: you must first know your customer)


Understanding who your target customers are is critical. Are there new customer segments you want to attract? Draw on research with customers to understand their needs and expectations. Involve your target customers in designing the experience through co-creation and collaboration

2. Design the experience with your customers (Note: you must first know your customer)


3. Understand customer channel preferences at an interaction level When do you need to provide support via traditional channels?

Which interactions are best completed via self service?


Channel preferences are different depending on the interaction type and potentially for different customer segments. For simple transactions customers may prefer self service channels for lower effort however, when a customer needs help to resolve a problem or an enquiry is complex, using human touch channels may still be preferred.

3. Understand customer channel preferences at an interaction level - When do you need to provide support via traditional channels? Which interactions are best completed via self service?


4. Not all channels are equal: Be careful which interactions you push to which channels


Configuring channels at an enquiry level is complex. Balancing customer needs and channel preferences with commercial drivers is critical. Be aware of and understand costs per channel

4. Not all channels are equal: Be careful which interactions you push to which channels


5. Workforce planning and contact forecasting are critical for all channels to ensure response time targets are

achieved


To maintain the customer experience as different contacts are migrated to other channels, reporting and monitoring of take up and usage is critical in addition to forecasting contact volumes for all channels to ensure staffing in human touch channels is optimised over time. Forecasting and monitoring channel usage shifts also enables HR and training planning to re-assign resources to other channels as channel usage changes over time.

5. Workforce planning and contact forecasting are critical for all channels to ensure response time targets are achieved


6. Measure performance versus target for all channels: decreases in performance causes ‘channel bouncing’ and

increases overall contact volume


There are so many internal KPIs in the contact centre to measure performance however the same reporting is required for all channels. To truly understand contact demand changes per channel and cost impacts, it’s important to measure First Contact Resolution (FCR) for every channel. It is also essential to measure the efficiency and response times for each channel to monitor if low performance in one channel is causing peaks of contact in another (and therefore additional cost)

6. Measure performance versus target for all channels: decreases in performance causes ‘channel bouncing’ and increases overall contact volume


7. Conduct regular customer research to understand customer experience post interaction and utilise feedback for continuous

improvement


As customer expectations continue to evolve, so should your channel strategy. Conducting regular research with customers with regard to their channel preferences is important as is understanding the actual experience for each interaction channel.

7. Conduct regular customer research to understand customer experience post interaction and utilise feedback for continuous improvement


8. Measure cost per channel


Cost measurement is key to understanding the overall cost to serve across the channel environment and the commercial impact to profitability. In order to understand the commercial impact of channel strategy it is critical to first know your cost base by understanding and monitoring cost per interaction at a channel level

8. Measure cost per channel


9. Monitor channel shift to identify channel usage changes over time


How will you know if your channel strategy is working? Monitor changes in channel usage over time and also ensure actual performance per channel is monitored so all factors influencing channel usage are understood eg. website outages or long wait times in contact centre causing shifts in channel usage.

9. Monitor channel shift to identify channel usage changes over time


10. Correlate channel changes with measuring key commercial KPIs - Are you impacting revenue, acquisition or customer

churn?


Finally, it’s critical to correlate channel usage shifts to your primary commercial KPIs – customer acquisition / retention / churn, revenue and profitability.

10. Correlate channel changes with measuring key commercial KPIs - Are you impacting revenue, acquisition or customer churn?


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10 CX Tips in 10 Slides