You made your customers leave
Michiel Lely, VP EMEA at Verint Systems
Sometimes you don’t know you have a problem until you’re presented with the solution. Consumer research in nine countries shows almost half of all consumers defect because of how brands engage with them; if it takes too much effort, if staff is unhelpful or if too many mistakes are made, 45% of customers will leave, regardless of pricing. If you look at your organisation like a customer, you would probably identify a few hurdles your customers are forced through.
Most companies are organised vertically in functional silos. While there are many business reasons for organising processes vertically, it is important to keep in mind that this is not how customers engage with you. Customers today demand more from brands than ever before. They want a faster, more personalised service that reflects them as a person, so you need to ensure the process is designed around the customer, not the company.
How well are your objectives, tools and processes aligned to your peers’ in other departments?
Rising customer expectations are putting organisations under more pressure to get it right. And to get it right quickly. It’s vital your teams are working as effectively as possible to deliver positive results and maintain high levels of compliance.
Where do you start, and what do you fix?
The old saying from British philosopher G.K. Chesterton “it isn’t that they can’t see the solution; it is that they can’t see the problem” applies to many organisations.
An employee is typically trained for weeks, or sometimes months, and then ‘let loose’ to carry out their tasks autonomously. They are expected to follow a process, and to ensure they do, quality assurance processes should be in place to check between three percent and five percent of their work. However, a quality assurance process in isolation is not enough to manage behaviour and optimise customer engagement – some customers still leave, and some customers will remain dissatisfied.
So what is the problem?
In the same way your car needs a regular service to ensure everything is ticking over perfectly, so too does your organisation. You need to understand whether the systems and processes designed to help your customer, guide and support your employees and adhere to compliance regulations, are being followed and working effectively.
The challenge for most organisations is that they have limited visibility into how tasks are completed and, similarly, many employees have little visibility of how things progress beyond their immediate purview. Even if they wanted to make changes to improve productivity and compliance, many employers don’t know where to start.
By getting visibility into employee behaviour and execution, organisations are better placed to provide real-time guidance on the next best action employees need to take to serve their customers better. Gaining a clearer understanding of employee actions also means organisations can share best practice and deliver appropriate training if and when needed.
Ensuring processes are completed in a consistent and efficient manner helps improve productivity and service. A Desktop and Process Analytics system allows you to put your organisation under the microscope and can help you spot problem areas or inefficiencies. It gives employers the insight to understand how employees use applications to perform their work and the process they follow. As well as the tools to manage the behaviour such as real time guidance, task automation and scorecards for Contact Centre, Back Office and Branch.