Customers today have more choices than ever to express their views on your performance. Organisations that prioritise exceptional customer service can build a loyal customer base. Those that fall short of meeting customer expectations risk reputational damage or lost business.
Shifting customer expectations have made differentiation through experience a top priority for many organisations. For example, 9 in 10 Australians prefer local customer service centres1, leading to 16% of organisations to reshore their customer service despite being perceived as the more expensive option and the current economic uncertainty. Organisations are now trying to find ways to tighten the purse strings elsewhere. But this doesn’t have to be the case.
We have identified five ways you can both elevate customer experience and drive efficiency:
1. Consider new service models to pivot your contact centre towards growth.
The rise of digital self-service in solving customer issues has made ‘assisted customer interactions’ more complex. This allows more time for the agent to build a relationship and identify new value for both their customer and your business. Over 80% of customers now expect their complex problems to be resolved by speaking to only one person2.
There is an opportunity, then, to reimagine the agent's role and evolve this service delivery model from a cost centre to a growth centre.
Leading organisations are transforming their service model through agent empowerment; enablement through analytics and digital tools; and cross-skilling agents to become proactive problem solvers providing value-added services.
2. Create new moments that delight, and try AI.
Over 70% of Australian customers now prefer digital channels for self-service3. Avoid a fragmented customer experience by connecting your channels so transactions can seamlessly start in one channel and finish in another. Imagine the delight!
Many Australian organisations are also turning to AI and machine learning for 24/7 service, reduced response times and cost savings. Conversational AI can easily and quickly resolve queries without the need for human contact.
3. Use metrics that incentivise desired outcomes and behaviours when evaluating service performance.
The measures used to evaluate service performance need to evolve in line with the shifting expectations of customers. Complementing traditional measures like Average Handle Time (AHT) with new end-to-end and cross-channel metrics provides a more holistic picture of performance. For example:
- Average Case Cycle time (ACC) considers the end-to-end journey, from the moment a customer raises an issue to the point at which it is resolved, and the customer is satisfied. It’s particularly valuable for identifying areas of improvement across the customer journey, which can lead to streamlined processes and reduced costs.
- First Interaction Resolution (FIR) measures the percentage of customer issues resolved on the first contact. It considers the whole channel landscape, with a digital or human agent, whether by phone, chat or email. Adopting FIR can lead to higher customer satisfaction and greater efficiency.
4. Refresh your operations.
The use of analytics and ‘digital twin’ simulations can transform operations.
Analytics can help with case routing to ensure that the correct issues are resolved in the best way, through the best channel. Analytics also provide the ability to tailor interactions based on customers' preferences and behaviour patterns.
During a refresh of operations, organisations often want to experiment with scenarios without affecting ongoing activity. PwC has developed a ‘Digital Twin’ simulation model that can virtually replicate the customer service centre system, enabling you to test outcomes before executing the change.
5. Make sure your technology is future-fit.
The right technology is critical to maintaining seamless operations and delivering exceptional customer experience. Outdated, disconnected tools just won’t do.
Having cloud-based technology accessible anywhere, anytime, provides a connected and single view of the customer. A cloud-based Customer Relationship Management (CRM) system is a core part, giving access to all customer information, products, services, interactions and touchpoints.
A cloud-based contact centre offers similar advantages - accessibility, scalability, and cost-effectiveness.
Cloud-based technology helps organisations improve customer satisfaction, enhance growth and streamline operations.
