Impact of agent experience management on customer success and service
Blog: OpenText
Customer success and customer service are two interconnected functions inside a business. Both are focused on ensuring customer satisfaction and loyalty but they have some key distinctions. Let’s dive into the differences between the two while discussing the impact that agent experience management has on both.
For businesses, customer success revolves around understanding their customers’ goals helping them achieve those objectives with the product or service they acquired to ensure long-term value. Pragmatically speaking, the focus of customer success is to identify what success means to customers proactively and work hand-in-hand to help them achieve it in every aspect of their customer journey with your organization.
Customer success teams focus on building strong collaborations with customers. Their goal is to promote product adoption and help customers achieve their desired outcomes. The function is engaged throughout the customer journey from initial access to post-implementation. It involves constant communication and support to ensure the success of the customer. Customer success teams are responsible for understanding customer needs and providing proactive guidance to ensure a positive customer experience. They play a vital role in retaining and expanding customer relationships. Success is measured through metrics such as customer retention rates, expansion opportunities and customer satisfaction.
Customer service, on the other hand, is reactive and transactional – stepping in when customers encounter issues or require immediate support. It is that first line of defense against problems, that if gone wrong, could hinder a customer’s experience. Staffed by agents, contact center customer service teams focus on addressing and resolving issues, answering questions and ensuring customer satisfaction in the immediate term. Customer service is activated when a customer reaches out to a contact center agent with a problem or a question, making it a more reactive function than customer success. The focus is on providing exceptional customer service, which may involve technical support issues and educating customers. Performance is typically measured through metrics such as response time, resolution time, and customer satisfaction with support provided.
Agent experience management: nurturing the heart of customer interactions
While the distinctions between customer success and customer service are clear, the role of agent experience management (AXM) is a critical factor influencing the effectiveness of both functions. Agent experience management involves creating a positive and supportive work environment for agents, addressing their needs, and providing the necessary tools and resources for them to excel in their roles. Investing in AXM means prioritizing employee well-being, training, and professional development. Fostering a positive agent experience leads to increased job satisfaction, motivation, and overall engagement. Equipping agents for success by providing them with the right tools and resources is paramount. This includes comprehensive training programs, access to updated knowledge bases, and efficient communication channels. Well-equipped agents are better prepared to handle diverse customer needs.
High turnover rates can be detrimental to both customer success and customer service. AXM focuses on reducing turnover by creating an environment where agents feel valued and supported. Agents who feel empowered are more likely to nurture meaningful connections with customers. Elevating the proactive approach with a positive agent experience can be a game-changer, ultimately, reducing agent churn, and ensuring continuity in customer interactions. What’s more, motivated agents are more inclined to go beyond the basics. AXM practices and solutions can flow into customer success teams as they actively seek opportunities to guide customers, drive product adoption, and ensure that customers are on the path to achieving their desired outcomes.
Overall, positive agent experiences contribute to lower turnover rates within customer success teams. Customers who have had positive and rewarding agent experiences will be more likely to purchase additional capacity, products, or services from the business as they engage with their customer success manager to review their program status. A prior incident or engagement facilitated by the contact center agent that was totally frictionless contributes to higher customer retention and increased opportunities for account expansion, enabled through the customer success teams.
Finally, the synergy between customer success, customer service, and agent experience management is crucial for creating a holistic customer experience. Businesses that prioritize AXM are not only investing in the well-being of their employees but also laying the foundation for exceptional customer interactions across the unique roles of customer success and customer service. In the end, it’s the harmonious collaboration between these functions that leads to satisfied customers, strong brand loyalty, and sustained business success.
Get started with agent experience management
Deliver on agent experience management strategies to create amazing customer experiences. Learn more about how our agent experience management Solutions make it easier than ever for your contact center to implement and measure AXM programs. Take the next step: visit our website or get in touch with one our subject matter experts.
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