In my last post I talked about how the customer experience usually starts far before they choose to contact customer support. In many cases the customer experience has already been tarnished before they begin looking for a resolution on company web-sites, IVR's, Call Centers and other methods of resolution. The customer experience starts with the first interaction.
In my previous post talking about 'Measure' I introduced you to a company called Clickfox (www.clickfox.com) The more I speak with them the more I realize how far the 'Customer Experience' can be taken. She shared with me how a client of theirs was using ClickFox in the typical way by charting the paths of a single client across multiple interaction channels. She was working with a telecom company and explained how they followed a large number of customers who first started on the web site looking up orders and th
When implementing consistent products and services across multiple channels, it is important to think about how you will measure the success.Customer behavior is both an art and a science and requires the review of results.You have to be able to track a customer’s use of your on-line site to see where they went and be able to ask questions about why they did things in a certainly order.For example, if a customer looks at an item on-line, adds it to
When considering offering your products and services across multiple channels, it is very important to ensure that all of the channels allow for the same activities.Many companies who already have an IVR and Call Center will create their self-service web presence and offer more or less functions/features.If you are trying to reach your customers that prefer to work on-line, do not disappoint them by making them call the IVR or Call Center because they cannot comp
Many companies identify the channels that they are going to use and then add entire departments to handle the new channel.I have seen departments responsible for processing fax orders, another for managing e-mail orders and a third, who takes phone orders.This type of segregation introduces operational and communication challenges not to mention reducing organizational efficiency.Additionally, it begins to segment how you support your
Companies are recognizing the importance of getting in front of their customers and that the amount of time that a customer will pay attention is limited. Companies are leveraging the different channels as an opportunity to speak with their customer. On-Line interaction allows focused messaging, ads and other information specific to that customer. Phone and IVR interaction enables dynamic messaging to the customer with information that is specific to the customer.