How Can You Develop an Innovative Customer Experience to Keep Buyers Coming Back?
In today’s world of consumer options, the difference between success and failure is not just in how good you are at selling new customers. The most profitable companies have learned how to keep the customers they have happy and coming back. Here are a few insights you can use to immediately begin developing an innovative customer experience (CX) and interactive voice response (IVR) strategy that will improve your customer loyalty (CL) metrics.
Understand that Every Customer Has High Expectations
If you think your customer base is exempt from this new era of high customer service expectations, you need to read the next few stats, because they are critical to the future of your business. As Elizabeth Magill, Senior Director of Product Marketing at CX company Cyara reported in a recent online event: 86% of today’s buyers will pay more for better customer experience. And a Price Waterhouse Coopers report stated that customers will demand near-perfect execution in the next few years. Service is the value and service is the differentiator.
Your Customer Service Center is a Key CX Tool
A key area of disappointment for consumers results from a breakdown in the voice communication channel. For example, when buyers call customer service and then are frustrated in some way. When the company mentioned above (Cyara) conducted a survey with Frost & Sullivan, they also discovered that many CX issues could be traced to poorly integrated systems, inefficient call management (volume, etc.), antiquated systems or multiple systems operating in silos that never communicated—or innovated—with one another. Essentially, when your customers call for assistance, they are not getting what they want and that could be costing you current and future business.
Innovating Customer Service Begins with Your IVR
Your IVR is the technology your customers engage with when they call your company for support, whether in purchasing a product, paying a bill, seeking service for an issue, etc. It is one of the many faces of your brand and if it’s clunky, hard to navigate, confusing or unhelpful, your callers will associate that experience with your company and use that to drive future decisions, including not purchasing if you disappoint them and telling others about their poor experience. When looking for ways to innovate and align with increased CX expectations, the IVR should be the first place you should look, because it’s often one of the easier systems to fix.
Course Correcting Your IVR for a Positive Brand CX
Here are the crucial questions to ask to help evaluate and improve the performance of your IVR system.
- Is your menu easy to navigate?
- Are your customers’ primary needs front and center in your menu?
- Is your system tuned to the grammar and dialect of your region?
- Do your customers Zero (“0”) out of calls repeatedly or hang up altogether, and at what point in the call?
- Do callers frequently break containment?
- How are your call times? Do they match your established ideal for each type of call (sales, service, actions, etc.)?
Note: this post was excerpted from the white paper titled 4 Key Strategies to Improve Your Contact Center Performance and Customer Experience (CX).