During CRMXchange’s recent webcast, Does Your Contact Center Make or Break the Customer Experience?, Dan Gordon explored the notion of a collective customer journey, and how every interaction adds or subtracts from a big picture experience across multiple functions and channels. With the contact center at the heart of this journey, Gordon tackled a number of topics relating to contact center success.
It’s no secret that customers call the shots. With their livelihoods teetering upon 5-star ratings, brands understand the importance of providing a customer experience (CX) that not only meets, but exceeds expectations. Yet even with this understanding, many struggle building a sustainable strategy to deliver.
What’s a common misstep companies make in their pursuit of CX excellence? Read More >
Dan Gordon, SVP of Strategy and Development at West, examines the future of smart machines and provides his take on how enterprises should start preparing their CX for this technological emergence in his guest blog post for Execs in the Know:
“Relying on data and metadata, or “the information of everything,” smart machines are expected to drive a higher level of quality and consistency in everyday customer interactions by relying on neural networks that dissect things like text, images and voice — all without human intervention. Unsurprisingly, their potential impact is creating major buzz among technology providers and enterprises in every industry. Companies are left wondering what the rise of smart machines will mean for their long-term CX strategies, and how to stay ahead of their customers and competition as developments unfold. I’d recommend that most brands don’t overhaul their existing priorities just yet…”
Greg Ablett, a senior vice president at West, explores the vast customer experience (CX) opportunities that machine learning is opening up in the competitive, security-centric world of banking in his guest blog post for ABA Bank Marketing:
“Machine learning has great potential to improve the CX at today’s banks by taking advantage of the data already at their disposal. When deployed correctly, this technology can predict and actively address customer questions and concerns before they arise. As a result, customers can dodge common annoyances like navigating unwieldy banking websites or complex phone support menus. Let’s look at interactive voice response (IVR) as an example…”
Olympic athletes like Michael Phelps or Usain Bolt make their respective talents seem simply effortless don’t they? The reality is that the world’s best honed their crafts through lifetimes of dedication. But they all started somewhere.
Every brand is unique, every division within a business is unique, and each customer reaching out to each division is particularly unique.
It’s easy to see: With unique goals and preferences, customers don’t want to be “talked at.” They want to be heard.
Implementing a communication strategy without an inside look at their wants and needs is like convincing a toddler to eat broccoli because “it’s good for them.” Read More >
Picture this: you’re just getting home from a tasty meal at the pizza joint your friend has been pestering you to check out. The food was of high quality, the customer service was friendly and the entire experience came at a good value. Overall, you are a satisfied customer.
Unfortunately for the pizza shop, your satisfaction never materializes into loyalty. It was kind of a far drive, and honestly, you already have your go-to spot. Your split decision to likely never return is a prime example of the fact that customer satisfaction does not equal customer loyalty. Read More >
Dan Gordon, Senior Vice President of Strategy and Development at West tackles the most common customer experience shortcomings for brands in a recent guest blog for Loyalty360:
… While many enterprises within these sectors have established multiple channels for customer interaction, far fewer have taken the necessary step of ensuring cross-channel and cross-functional visibility. By failing to integrate platforms, applications, and services in a comprehensive communication ecosystem, these industries deny their customers a seamless experience and, instead, risk burdening them with redundancy…
Gordon highlights three big moves organizations can make to address this struggle:
- Evaluate where you are and where you want to be
- Identify gaps in communication between the two
- Prioritize next steps based on mutual value to the brand and customers
It’s estimated that we spend 177 minutes (nearly one-fifth of our waking day) on our phones daily — habitually checking them for updates around 150 times.[i] Furthermore, it’s predicted that mobile commerce will account for almost half of all e-commerce by 2018.[ii] Seasoned Silicon Valley gurus have even asserted a probable P.C. extinction as a result of the increasing functionality of mobile devices. Read More >
When’s the last time you took a walk in your customers’ shoes? Mapping the journey from their perspective is the first step in building an actionable roadmap to improve customer experience. (There’s a worksheet below to help you get started.)
Imagine a day in the life of a typical American consumer… Read More >