Published 09. Oct. 2018
Customer Experience Transformation: A Business Guide for the Age of Disruption
“The Development of Contact Center in Customer Experience Transformation is One of the Most Exciting Areas of Business Disruption to be Involved in Right Now.” – Satu Turtonen, Business Development Director Finland, Teleperformance Nordic
As organizations rapidly shift towards the digital landscape, businesses face a new challenge of offering immersive experiences to customers by making every interaction personal and memorable. The way customers communicate with brands has changed dramatically in the past few years. Access to mobile devices that are always online coupled with social networks mean that many new channels have been created. Now, a more fundamental change has taken place because of this communication shift – the customer journey has changed – from learning about a product to purchasing it.
The goal is to be in the head-space of consumers, manipulate how they perceive a product, and be aware on what works with the brand and what doesn’t. For Satu Turtonen, Business Development Director Finland, Teleperformance Nordic, customer experience is customer perception. “This customer perception consists of all experiences of all interactions between the brand and it’s customer across the entire customer journey starting from brand awareness to post-purchase support,” she says. This article will give enlightenment on truly understanding the importance of customer journey involvement, what it takes for organizations to become truly customer-centric, and how to take advantage of the digital capabilities that come along with the digital landscape territory.
4 Characteristics of a Truly Customer-Centric Organization
There’s one thing worth keeping in mind no matter what: always be a part of the customer journey. The customer journey is becoming more complex as customers engage brands with questions and conversation at all stages in the journey, forming genuine relationships with brands. Thus, the overall customer experience is impacted by the culture, people, skills, quality, service consistency, as well as the technology and systems that are harnessed to meet the ever evolving customer expectations. And meeting those customer expectations is the first fundamental essence of becoming a customer-centric organization. Turtonen shares 4 crucial characteristics that every organization should be aware of in customer experience transformation:
Customer Journey Revamp: Omnichannel CX Management
It used to be that a marketing or advertising campaign would create awareness, a sales team would handle the sales process, and the customer service team is there for any post-purchase questions. That’s all in the past. Now, customers can get in touch with brands on any channels and at any time in the purchase process. Think about how customers engage in far more two-way conversations with brands – as if they have a relationship. As a matter of fact, the very function of contact centers has been transformed by customer expectations. In addition, the number of channels that customers use to communicate with brands has exploded. Customers now expect to access your brand 24/7 using the channel they prefer – and they want to be able to hop from one to another.
“The changing skills needed in contact centers are a fundamental change in how I believe the customer service function is changing. Agents in this environment are not just offering customer support; they are building customer relationships and analyzing interactions to ensure a more personalized service. In addition to product knowledge, communication skills and empathy, they need sales and marketing expertise as well as digital aptitude.”
In an environment where those agents define how your brand is represented, skills, culture, quality, service consistency, and technology are all important factors. As customers expect more engagement from brands and seamless, consistent yet personalized experiences, companies need to think about how their customer service channels are managed and which technologies might be influential in the near future.
Seizing Digital Opportunities for Infinite CX Possibilities
Customers want the convenience of online self-service yet access to human support when problems become more complex. Customers also expect that all interactions are seamless, consistent and personalized. In order to meet the customer expectations, companies need to balance these hybrid demands for digital service with meaningful human interactions.
Chatbots, AI and analytics are creating new opportunities and solutions e.g. by offering companies a new channel to quickly interact with customers, possibility to automate back office processes and provide support to (‘AI-enhanced’) human agents and deepening customer understanding.
The blended digital-plus-human touch approach to service and support is at the center of the outsourced omnichannel customer experience management created by Teleperformance, the industry’s worldwide leader, present in 76 countries.
Ultimately, the most important part of an organization’s customer experience transformation is for employees to be highly trained, motivated, and have a desire to continuously improve, adapt and maintain flexibility with clients. To deliver the best quality services with highest security standards should be the priority, and should be done by any means. “Even though we interact with billions of customers every year on every channel, we always remember that each interaction matters.” Turtonen concludes. “We know that each interaction is about satisfying different individuals according to their own tastes and needs.”
Read about Teleperformance’s view: Keeping the Human Element in Customer Service While Using AI and Chatbots