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Posted on May 26, 2015 by West Corporation 


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Is your customer experience inside-out?

A guy walks into a sporting goods store to buy a jacket. (No, this isn’t one of those crass jokes.) The salesperson steps over to help and says, “I see you’re looking at ski coats. Is there anything particular you’re hoping to find?”

“I’m just browsing, but I’ll let you know if I have any questions,” he responds.

After a few minutes, the guy holds one up to see if they carry any other similar styles. “Is this one good? Do you have any in my size?”

Imagine if that same salesperson looked at him and said, “I see you’re looking at ski coats. Is there anything particular you’re hoping to find?”

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Unfortunately, that’s the unsettling, broken record, Groundhog Day-type of customer experience many big brands create.

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Your consumers (or patients, parents or policyholders) are only human, and think of your brand the same way. If individuals have multiple ways of engaging your brand (and vice versa), but those channels don’t “talk to each other” or track what they learn, then a valiant effort to make things simpler is only bound to cause repetition, frustration and a whole lot of money. (Customer service infrastructure is expensive, but significant damage to brand reputation is a cost few can endure.)

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Think about that same ski jacket-buying experience with an online retailer…

 

Watch this video with West SVP Dan Gordon:

While that retailer may look at Web search, live chat, phone calls and credit card transactions as distinct conversations, the buyer is only thinking about one. And, as they say: “The customer is always right.”

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In the video, Dan Gordon talks about one opportunity to improve the customer experience and shares some of West’s steps for helping you try on a better one by looking from the outside, in:

  1. Define what the experience should look like.
  2. Map what’s actually happening in the customer journey today.
  3. Create connected access points.

Whether it’s West’s technology, your existing technology or third-party technology doesn’t matter to us. The most important thing — the source of your strongest ROI — is looking at the customer experience from the outside-in, rather than the inside-out.

Buyers may be continually modernizing, but their expectations for communication haven’t changed. They still want to immediate recognition, ease and control. Brands need to think like their users.

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Confidence and security are critical too. That jacket-buyer wouldn’t be comfortable if a salesperson Tweeted his credit card information out to the masses as he stood at the register to make his purchase, yet even PCI-DSS compliant brands ask customers to trust anonymous, insecure transactions all too often — exposing information to internal and external fraud. In fact, most brands will incur a data breach at some point. Talk about ‘inside-out’ experiences!

At the Card Not Present (CNP) Expo last week in Orlando, we spoke with many enterprises about this elephant in the room. Fortunately, there’s a solution:

West Secure powered by Eckoh is a suite of secure payment solutions that increases security for phone-based payments, mitigates fraud, and de-scopes all or part of the contact center. (Incidentally, Eckoh was awarded Judges’ Choice for the Best Contact Center solution at the CNP Expo!) The first and only of its kind in the U.S., these IVR and hosted contact center solutions include remote and on-site agent tools, and audio tokenization applications that send numerical information directly to a PSP without ever entering the enterprises’ environment. As with all of West’s cloud-based solutions, strain on client resources and impact on existing infrastructure is minimized.

Bottom line: West Secure is one more way to ensure that the customer experience gets better and better (safer and safer), increase margins, look outside-in, and focus on the core of your business.

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Watch the video. Start looking outside-in. Reach out to us. Ask questions. Map the customer journey. And join us in the CRMXchange Tech Tank webcast on June 11th, where we’ll discuss our next generation IVR solution to empower your customers.



West Corporation

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