I just read through my copy of the Genesys State of Customer Experience Research report. Actually, I devoured this report because of the large amount of CX data and the insights it provides. (Get your own copy here.) I want to share a bit of the data and what we think the data means for the CX industry — customer support contact centers in particular.
Insight 1: You need to know the truth. When asked to rate their own effectiveness in serving customers, even industries that consistently perform below average rate themselves much higher than their own customers report. Unless you have the right set of KPIs, properly measure the data, and act on the data to improve performance, you will not beat your competitors. You can learn more about this by downloading our complimentary white paper, Genesys Reporting: What You Don’t Know Can Hurt You.
Insight 2: Customers highly value first-call resolution. You need to align your CX strategy with the actions that matter most to customers. And, as the chart below indicates, they care most about getting their issue resolved on the first call. Yet, the Genesys survey shows that only 20% of customer care executives, 15% of marketing executives and 13% of IT executives believe that first-call resolution is what customers value most. As mentioned in the above paragraph, you need to know the truth about customer expectations, and then act accordingly.
Insight 3: Offer a premium service. Thirty percent of customers surveyed by Genesys somewhat or strongly agree that they would be willing to pay extra for premium service. Forty-one percent were neutral and only 28% were definitely opposed. By not considering this premium, you are not only disappointing some of your customers, you are probably leaving money on the table.
Insight 4: Engage with customers on their terms. It doesn’t matter how your CEO or VP of customer service prefer to engage — it only matters how your customers prefer to engage. And, increasingly, this means mobile (smartphones). As you can see from the chart below, mobile is now the most often used platform for CS interactions. This is especially true for millennials, where there is a 15-point gap between their use of smartphones versus computers. If your support environment is not optimized for mobile, fix this now.
Insight 5: Customer lemons can be turned into revenue lemonade. Smart organizations have learned that efficiency and professionalism at solving problems can have a large monetary benefit. As stated in our recent blog post, “The Service Recovery Paradox“, our work with contact centers and IVRs at leading companies has convinced us that the secret to customer experience (CX) and customer loyalty (CL) is not to create an environment where mistakes never happen. This is great to strive for, but an impossible standard to achieve. Instead, we want to foster an atmosphere where when those inevitable mistakes occur, they are resolved in such a way that the customer leaves the interaction more likely to buy from the company again.
Insight 6: Multi-channel support is crucial. As the chart below shows, a large number of customers utilize chat, email, text and website/forums. You need to ensure that you are able to give your customers the ability to get support in their preferred channel, while keeping in mind that voice is still the preferred support channel by a large margin.
In conclusion, it is clear that CX is critical to longevity, brand strength and overall customer satisfaction. The insights above are just a small sample of the information gleaned from the Customer Experience Report. To keep growing and improving your own CX, get your own copy and start building your own CX innovation strategy immediately.
Forty 7 Ronin provides the expertise to deliver an integrated customer experience across channels and multiple customer touchpoints. We offer contact center enhancement and transformation as well as full-stack professional services for Genesys environments.