Customer Experience Takes Center Stage
Verint took part in Forrester’s Forum for Customer Experience Professionals in New York City over the past two days. Objectives of the conference included offering attendees a comprehensive look at how to help improve customer experience quality and increase customer loyalty. Areas of specific focus at the conference included:
Innovation in digital customer experience. Attendees learned how leading-edge companies are reinventing their digital experience to define and deliver a superior customer experience. In one Forrester presentation, a loyalty and customer experience project at Starbucks called “My Starbucks Idea” was discussed. Goals of the project included engaging with customers to collaborate and generate new and innovative ideas for Starbucks’ business including Product Ideas, Experience Ideas, and Involvement Ideas. Check out some of the results.
In another example, Panera Bread found that 60 percent of order errors occurred during verbally ordering from the menu. What did Panera do to improve the customer experience and reduce errors? They installed self-service kiosks for order entry which greatly reduced order error rates. Customers also mentioned they really liked the kiosks, the ease of use, and the graphical and pictorial user interfaces.
Emotion as a driver of great customer experience. Forrester presenters discussed that emotion is not just about “feeling good”—emotional attributes of brands can be complex. The key is how to understand which emotions drive customer experience for brands. According to Forrester, emotion has the biggest impact on customer loyalty in 17 of the 18 industries they surveyed across 45,000 consumers.
Customer experience and leadership, organization, and culture. How do you create an organizational and leadership culture that supports and delivers excellence in customer experience? How can you overcome the challenges in achieving a seamless and successful customer experience in an omnichannel strategy? Forrester mentioned that 40 percent of customer experience professionals are focused on finding and fixing bad experiences, but only 30 percent have a focus on preventing a bad customer experience.
In a Verint-sponsored session called “Nurturing the Customer Experience Culture,” two customer experience executives from a global technology company that uses Verint solutions discussed how delivering a superior customer experience should be at the heart of an enterprise strategy for growth and sustainable success.
They explained what a true “CX strategy” entails, and how one can be nurtured by creating a shared customer understanding and a unified culture. This company has approximately 1,000 associates using the Verint customer engagement optimization solution—including quality monitoring and recording, workforce management, speech analytics and text analytics—implemented across sales, customer service and customer support.
As part of their strategy, this organization created a multi-pronged campaign branded “We Listen.” It was launched across several media channels internally, as well as via a 42-foot company branded recreational vehicle (RV). This “RV Relay” included a rotating crew of executives who drove a total of 8,500 miles across North America and visited dozens of customer sites. They engaged customers using Skype, Twitter, Google hangouts, and their company blog—and launched an online customer community during the relay that drew 5,500 customers per week and ultimately 150,000+ registered community members.
As part of this project, the organization also formalized a customer experience “ecosystem” made up of 11 listening posts including social media, an NPS survey, in-product monitoring, text analytics, a CSAT survey, and speech analytics. What are some of the outcomes of this initiative so far? The organization saw the average cost per resolved answer drop from $25 to $8 year over year. They resolved 264,000 customer issues vs. 92,000 the previous year, using the same resources. They saw online community membership spike, and help-desk volumes decrease.
Best of all, they’re designing and delivering a customer experience that customers remember—and trust. They’re surprising customers and providing positive experiences, and they’re turning more and more customers into fans.