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Customer Experience

Master Your Digital CX: 7 Best Practices to Improve Your Digital CX Outcomes

Improving Your Digital CX Can Be Overwhelming, As Channels and Customer Demands Increase. Follow This Roadmap To Digital CX Success.

Customers are raising the bar on the experience they expect to have with brands—and customer experience leaders know it. Recent research from Forbes shows that 83% of executives believe unimproved CX poses a significant revenue and market share risk to their brand. And it’s warranted: nearly 60% of them say they will switch companies if they receive poor customer service, according to Microsoft research. Nearly 90% of customers say they are more likely to make another purchase after a positive customer service experience. 

As important as service and support is via agents over the phone, customers also want a seamless, on-demand experiences with your brand. Providing this is essential to meeting revenue benchmarks. Research shows that investing in new customers is up to 25 times pricier than retaining existing ones.

So, how can you improve CX outcomes while increasing efficiency, impact, and revenue? It starts with boosting your digital CX strategy. Consider this your roadmap.

1. Look Into The “Why” Behind Lackluster KPIs

Perhaps you’ve noticed that your CSAT or NPS scores have dropped off in recent quarters. As valuable as that information is, it doesn’t tell you the reason customers aren’t satisfied with their experience. To figure that out, you’ll need to look further into the data. Common issues include a need for:

  • Agent re-training. If agents have high after-work time or average waiting times, they may need additional training on how to use technology, such as ticketing systems, or problem-solve common customer support issues. That way, they don’t have to place someone on hold.
  • Updated technology. Sometimes, agents may have long after-work times or the number of active waiting calls may rise if technology is out of date or running slowly. You may also benefit from digital migrations that allow customer self-service or automated service to cut down on calls. Ensure you’re using the best available tools to ensure a more efficient customer experience.
  • Additional staff. As your business grows, so too will your support needs. For example, if your contact center’s call volume goes up and the average waiting time does, too, it’s a signal you need to scale your staffing. You may need to invest in an outsourcing company or work with your BPO partner to increase staff, either because of a seasonal surge or hypergrowth. 

 2. Optimize Your Tech Stack

Customers want an omnichannel experience that’s across every touchpoint. Yet, Gartner research showed that 50% of brands will not have successfully executed an omnichannel strategy by 2022.

This data presents a fundamental way for you to differentiate your CX from your competitors’. But you’ll need to invest in the right technology to make it happen. 

  • Cloud-based solutions. These tools can help you manage inbound CX across every channel in a way that feels cohesive to the customer. 
  • Digital escalation tools. Customers want issues solved quickly. Utilizing digital escalation tools can help agents find salutations for customer support requests in real-time.
  • A social reputation management solution. We don’t need to tell you about the rise of CX on social media. Almost 70% of respondents in a 2021 Customer Xperience (CX) Outlook survey by Hansa Research reported a significant uptick in customer engagement and participation on social media. That said, social media can be a magnet for bad reviews. Look for a comprehensive platform that allows you to centralize, respond to customers, and influence online feedback across multiple sites so you can mobilize your CX team and gain full-circle insights into your social media reputation and evolution.
  • Business Intelligence (BI) and Data Analytics. Investing in Business Intelligence and data analytics teams as part of your CX strategy is critical for making data-driven decisions about how you deliver your CX. When your data becomes actionable, you’ll have solid proof points about the breaks and pain points in your customer journey so you can transform your program into a truly unified, customer-centric support engine.
  • Robotic process automation (RPA). Not every customer support request should require a phone call. Advanced RPAs can engage in chats, interpret text, and help customers resolve simpler issues. That way, the agents can manage the more complex support requests. Salesforce research found that 68% of agents with AI ChatBots could spend their time solving more complex issues, compared to only 50% of agents without access to this tool.
  • CX Survey & Feedback Analytics Technology. Put in place a feedback strategy with solutions that will automatically send surveys to customers after each interaction, to better understand how their support experience went in real time. When surveys are administered correctly, and the right follow-up questions are asked, you’ll get the most valuable and actionable insights that can inform and improve your CX strategy with real customer feedback data

3. Gamify Agent Performance To Exceed Data-Driven Benchmarks

As a CX leader, data empowers you to make sound decisions to improve customer experience. You can do the same for agents by providing them with the tools and continuous training they need to improve their performance, be all in for customers, and not only meet, but exceed expectations for CX. Here’s how:

  • Leverage training simulatorsFrom Day 1, agents can be engaged with real-world support scenarios. You can tap these later for improvement as well by simulating specific, complex support challenges, without suffering real-world consequences.
  • Have contact center managers closely monitor overall CX data. This way, they can identify places where improvement is needed, and create a customer-obsessed culture that translates into improvements in KPIs.
  • Gamify Your Contact Center KPIs. Providing agents with analytics and gamifying agent CX with incentives, such as cash rewards, gift cards, or leader boards, like ibex’s Scorecard technology, can empower and motivate agents to go the distance for customers. 
  • Utilize whisper coaching. Technologies like whisper coaching can allow managers to listen to calls and provide feedback to agents in real-time, helping them improve their performance more quickly. 
  • Invest in agent tracking and improvement technology. Research shows that 86% of agents feel they don’t have the tools to provide effective customer support. Investing in the right tools to support agents can be a crucial differentiator for your brand’s CX and significantly boost CX outcomes. It can also provide ways to hone in on opportunities for more training and gaps in the initial onboarding process.

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4. Make Training a Continuous Process

Training starts on day one, but it doesn’t end after onboarding. It’s essential to find gaps in your CX that can be attributed to your staff and fill them as quickly as possible. It’s also vital to note that it’s not just agents who are ripe for continuous learning. The Wave Zero training methodology focuses on training leadership and management first. They’ll take calls and get familiar with program delivery before bringing on and training agents.

The Wave Zero approach can:

  • Result in faster training times
  • Lower client costs
  • Help agent speed to performance by getting them to meet target metrics more quickly while also lowering pain points for customers and poor CX outcomes
  • Result in more consistent CX outcomes

Though training is continuous and evolving, getting started on the right foot is essential. Ensure the onboarding includes:

  • Scripting and roleplaying sessions on all anticipated customer needs
  • Tutorials on how to use the technology needed to do the job well
  • Customer personas, maps, and brand guidelines that include a tone and voice to be used across every touchpoint so the agent can become experts in your customers.

It’s also essential CX leaders exude the same empathetic, human qualities you want for every customer interaction when they interact with team members as well. They can accomplish this by:

  • Giving them opportunities to provide feedback. Have office hours, send out quarterly or annual employee satisfaction surveys, and act on the feedback you receive. In doing so, you’ll show employees you care and lead by example.
  • Reward hard work. Calling out top performers and success stories in all-hands meetings highlights CX team members and allows them to feel acknowledged.

 

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5. Act Fast on Social Media Feedback & Reviews

McKinsey noted that customer reviews have become increasingly important. The number of online ratings and reviews spiked up to 80% in 2020. It’s natural—but not possible—to wish every review was a glowing one. When a negative review pops up, how you respond to it can make all the difference. 

In order to catch and respond to these reviews, you’ll want to:

  • Consistently check platforms
  • Respond, ideally by personally contacting the reviewer to discuss what happened and what would improve their experience.

Of course, new sites pop up constantly, and reviews are becoming even more common. It can be challenging for CX teams to manage the constant stream of unstructured, unsolicited feedback. But it’s essential to managing your brand’s reputation. This is why it’s vital to leverage an aforementioned Social Reputation Management tool. It makes monitoring all of the sites more seamless and creates room for an expedited resolution process with dissatisfied customers. 

Using these tools to respond to customers quickly can ultimately turn a poor experience into one with a positive CX outcome because you showed the customer you heard them, saw them, and wanted to help them. 

6. Leverage CX Partnerships Through Outsourcing

Building up a CX program takes a lot of time, effort, and investment. You need the right people, technologies, and infrastructure in place. Whether you’re lacking time time and need to scale quickly, you have complex CX issues you can’t handle in house, or you just need to fill in the gaps to round out an existing program to deliver the outstanding 24/7/365 support your customers want and deserve, outsourcing is an option that many brands tap into to address these challenges. 

 When choosing to outsource, you’ll find a trusted partner and then all you have to do is outline your business needs, key KPIs, and brand guidelines and your outsourcing partner will manage the rest, from staffing and training to execution. It affords you the ability to not only scale your operation, but to leverage experienced agents (no matter how niche your brand might be) and the latest technologies needed without the outright investment of keeping these resources in-house. It’ll also leave you free to focus on your core business. 

7. Keep Your Eyes on the Future

Though customers crave human interaction, the fact of the matter is digital advancements and AI have made automation and self-service tools a key cog in CX strategies. Research shows the pandemic forced an acceleration of ChatBot use.  AI ChatBots can reduce call volumes and empower customers to find quick solutions without picking up a phone. You’ll want to ensure you have your finger on the pulse of digital migrations and the latest and greatest tools available to provide a seamless experience. Having a BPO who specializes in contact centers—including the best technologies needed to provide optimal CX—can help lighten the load on yourself as a CX leader.

Conclusion

Streamlining your digital CX for scale, performance, and growth is no easy feat. The complex teams, technologies, and interactions that must be supported and consistently measured can become overwhelming to manage on your own. If you're looking to upgrade your CX and partner with an expert outsourcer, reach out to us anytime, and we'll discuss how we can help you reach your goals, fast.  Just head to www.ibex.co to get in touch.

 


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