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Feb 14, 2020 Thomas Cannon

How to Build a Continuously Improving Customer Experience (CX)

Happy customer on phone

Customer service is now what distinguishes your brand, but that means simply answering your customers questions when asked is no longer enough. Your brand needs to go above and beyond, creating a proactive approach that delights your customers and significantly improves the customer experience (CX).

2020 simply must be the year in which your company transforms its approach to customer service.

To create a truly effective customer service strategy, your organization needs to develop a customer experience that develops, adapts and evolves depending on the changing needs of your customers.

To give you a kickstart, Advantage Communications has created a four-step guide that will empower your organization to create a continuously improving customer experience that drives more sales, encourages the growth of brand ambassadors and puts your brand far beyond the competition.

Step 1: Understand your customer

Understanding your customers is the first step to any successful ongoing customer experience strategy. Without knowing the questions that your customers might ask about your products or services, it’s almost impossible to provide world-class customer service.

As we discussed in our blog, ‘The Importance of the Customer Journey and How an outsourced Call Center can Help’, it’s important to create client personas for your customers. This will allow you to segment your customers into groups and understand their expectations. By knowing which customers will ask which questions at each step of the buyer's journey, you’ll be able to develop a customer experience strategy that is able to evolve with your customers.

Step 2: Identify problems in your customer journey

A common fault of many customer service teams is that they simply answer a customer’s question, but with no real insight into why the issue exists or what it means. As a result, most customer service teams have no real intention of correcting issues for future customers.

The customer experience is about being as frictionless and painless as possible, and that means proactively removing issues before your customers even know they are a problem. Having insight into common customer issues will prepare your customer service team to deal with these queries, while at the same time also helping your business improve its products and services.

Step 3: Resolve customer queries as seamlessly as possible

Once you understand the top issues that your customers face, you can address customer service questions before they even have to reach your representatives.

This could involve writing content on your website that answers common questions, installing chatbots to answer questions online or simply preparing your customer service representatives in a bid to improve first-call resolution (FCR). These tactics will reduce customer effort and allow your brand to address customer issues before they become real problems that impact your revenue.

Step 4: Collect customer satisfaction metrics

Implementing the above strategies will set your organization up well for a successful ongoing customer experience strategy. However, without collecting customer satisfaction metrics it will be almost impossible for you to constantly adapt and improve your customer service offering.

Customer service metrics to look out for include:

  • First-call resolution (FCR)
  • Customer satisfaction (CSAT)
  • Net Promoter Score (NPS)
  • Customer Effort Score (CES)

These metrics will help you to not only measure how satisfied your customers are, but to gain valuable insight into whether your customers are becoming loyal brand ambassadors that will continue to buy your products/services as well as recommend you to peers.

Why you should enlist the help of a nearshore contact center

Creating a tailor-made customer service strategy that puts the customer experience first is complex. In fact, it’s highly unlikely that your organization has the resources, expertise and technologies needed to fully create a customer experience that’s constantly evolving depending on your customers’ needs.

That’s why your company can see significant return on investment when you outsource your customer service to an innovative, nearshore contact center.

Outsourcing your customer service strategy to a modern contact center will give your company access to the technology, artificial intelligence, expert customer service representatives, scalable workforce and many other benefits that you simply could not afford to invest in internally.

Want to learn more about how Advantage Communications can transform your company’s customer service strategy, and create a world-class customer experience? Contact our team of experts today. We would love to help you design a customer service program that meets the unique needs of your customers.

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Published by Thomas Cannon February 14, 2020