Poor customer experience: what’s the real cost?
Time invested in your CX strategy, employee development, and customer loyalty programme may all be for nothing after just one poor customer experience. Can you still afford not to make timely business interventions?
Every leader knows that keeping customers happy and loyal is vital to a successful and growing business. Many companies claim to have increased customer retention rates, profits, and overall satisfaction by 95% over the course of ten years. Some of them are also top-rated on Net Promoter Scores and grow revenue faster than their industry peers. The question is – how are these goals achieved in real-time?
An essential part of keeping your customers satisfied is understanding their pain points at every touchpoint. The reason for customer dissatisfaction can often be discovered through contact with customer services. However, this approach comes with its challenges. According to a recent study, 62% of UK customers stopped doing business with a brand due to poor customer service.
The cause might be in designing your services too complex for customers to have an enjoyable journey. In the next paragraph, we’ll explore why making your CX less confusing can save you some money. You can also download the Ebook prepared by Contexta360 to complete your perspective on how to fix broken CX processes.
Why does service complexity cause business problems?
The cause of poor customer experience is often in broken business processes. These can result from the intricacy involved in supporting customers. It is not rare for the products to be complex and the legislation regulations around the usage to change constantly. Additionally, we are losing a human touch when calling contact centres to talk about delivery issues or similar topics.
Customers nowadays can choose how they want to interact with businesses. No matter if they approach you via phone, email, live chat, chatbot, an IVR (Interactive Voice Response) or IVA (Interactive Voice Assistant), the communication with customers has to be flawless.
The importance of speed in customer service
Undoubtedly, today’s customers expect a high level of customer service. We live in a time when information is just one click away from us. If customers can’t find what they need online or notice inconsistency in the provided information, they’ll become frustrated. To avoid them wasting time and losing faith in your business, you need to deliver reliable data across all channels and prevent unnecessary steps for customers.
As David Samuel, chief product officer at Contexta360, says: “For most businesses today, the contact centre is the main doorway into their business. Ensuring that your processes work and that they are transparent is paramount. Broken processes can lead to loss of revenue, loss of customers and even loss of staff.”
Most businesses will manage to recognize their weak spots or areas of concern and learn to look out for issues. However, unless there are extremely effective change management procedures in place, highlighting issues and updating policies, processes, product information and so on, across every communication channel, can lead to broken processes.
Uncover problems causing poor customer experience
A good conversational intelligence solution can be programmed to look out for these known topics of concern, and ensure that any changes made to a policy, process or product are consistent across all channels.
An automated solution will bring dashboards and reports to demonstrate that the issue is being tackled and customers are receiving quick and effective customer service. This saves time and money for an organisation.
What about less-known issues? Let’s take an example of a customer seeking help via smartphone. There are many reasons for users to reach support agents using their smartphones. These range from a missing delivery, technical issues with the phone, product queries, upgrade queries, to software and hardware problems, user instructions, damaged items, faults, and so on.
Customers frustrated with device issues may become even more upset by continuous communication with the support. If issues are passed from one agent to another, the information is outdated or put on hold on some channels, people will lose trust in your business.
Additionally, there are various ways of making the same complaint. Tracking issues becomes much easier if your software is able to identify all the different permutations of a single query. It facilitates the process of finding the right solution for your customers.
Preventing broken processes with AI technology
Broken processes can cause extreme customer frustration that drives brand issues, that causes staff frustration and churn, and ultimately can lead to the loss of the customer. Reliable conversational intelligence technology can decode behavioural patterns. Even if a topic occurs several times in any of the channels, the software can highlight the issue and share it with business decision-makers.
AI technologies can take this data from all channels, literally extracting the invisible and making it visible. We can give business leaders the information they need, at their fingertips. They can see and quantify how much effort a customer has to exert to execute a task, and then make the necessary changes to improve this.
Broken processes have the greatest impact on customer experience revenue, and conversational intelligence can help to help resolve them.