How does your organization gather and use customer feedback? If you are only focusing on one or two channels, or have a siloed approach to customer experience, you are missing a significant opportunity to delight, convert and retain customers.
By enhancing the customer experience across all channels and customer touch points, you can reduce churn, improve brand perception and ultimately, lift profitability. Complete this short diagnostic tool to find new ways that your organization can create a better customer experience and reap the rewards.
Note: this tool is intended to stimulate focused conversations about improving the customer experience across all touch points. When you have completed this gap analysis, contact your Bell representative for information on a more thorough assessment and sample implementation scenarios. You can also request to be contacted by a Bell representative.
1.0 Gathering the information
Giving customers what they want is a function of how well you know them. Every customer interaction can provide a wealth of knowledge, so it’s important to gather all the data you can and use it effectively. Are you collecting enough of the right information to give your customers the best experience you can? Here are a few things to consider:
From which sources does your organization gather customer information?
- Billing
- Customer service
- Point of purchase
- Contact centre
- Marketing
- Web
- External online forums
- Blogs
- Social networking channels (Facebook, Twitter, etc.)
- Surveys
- Online
- Phone call
- Other (please specify)
What methods do you employ to gather customer data?
- Studies, reports and/or focus groups
- Structured feedback from customer service representatives (CSRs) and contact centre managers
- Web analytics
- Speech analytics
- Sales team feedback
- Conversion statistics
- Online surveys
- Telephone surveys
- Operational team feedback (ex. from shipping department)
- Other (please specify)
Put your information procurement methods in order of most to least valuable, taking quantity and quality of measurement into account. Does your level of investment in each method correlate with results?
What kind of call data are you currently gathering?
- Why customers call
- Call length
- High- and low-value calls
- Call resolution
- Customer satisfaction
- Recorded conversations
- Other (please specify)
What kind of Web site data are you gathering?
- Number and duration of unique visits
- Sales conversions
- Time to conversion
- Information about abandonment
- Information about task completion (exit surveys)
- Number of page visits
- Specific marketing campaign via direct mail or email
- Social media tracking
2.0 Using the information
The information you gather from various customer touch points is only of value if it used effectively and acted upon. What are you doing with your information?
We act on speech analytics information by:
- Making process improvements that speed call resolution
- Making adjustments to script and other call flow tools in order to add clarity and minimize agent mistakes
- Improving agent training, leading to increased confidence, knowledge and better call resolution
- Provisioning more resources in areas that show a clear need
- Improving Web processes when speech analytics show that users abandon the Web site in favour of the call centre
- Making adjustment to faulty business processes such as billing and shipping
Customer service representative (CSR) feedback is used to:
- Improve call centre processes
- Improve point-of-purchase processes
- Provision CSRs with additional information
- Improve processes for updating and accessing information used by CSRs
- Update CSR training materials and/or methods
We act on web analytics information by:
- Improving the user interface when site abandonment is high
- Addressing specific deficiencies with targeted improvements
- Increasing the visibility of content in high demand
- Resolving customer service issues online
- Adding live assistance options, such as click-to-chat and chat-to-call with a contact centre CSR
- Adjustments to interactive marketing and social media strategies
Sales team feedback is used for:
- Product improvement
- Sales process improvement
- Adjustments to marketing strategies
- Improvements to online processes
- Improvements to contact centre processes
List concrete actions taken as a result of surveys, polls, studies and focus groups in the following areas:
- Contact centre process improvements
- Web process improvements
- Point-of-purchase processes
- Product improvements
- Sales and marketing strategies and processes
- Purchasing, shipping, billing and other operational improvements
3.0 Synchronize the channels
Taking action on the basis of detailed customer information is a key part of improving customer reach. But to be effective, initiatives must be synchronized across channels in a coordinated effort. What is your strategy for increasing reach across channels?
Do you currently have a customer experience management program in place?
- Yes
- No
Is customer satisfaction something for which you have set key performance indicators (KPIs) and are actively measuring at present?
- Yes
- No
Which scenarios best describe your organization?
- The various interaction channels are independently managed, with little crossover
- We use a consolidated, multi-channel approach when adding or modifying services
- Information from a unified backend system is accessed when delivering services across channels
- Actions to be taken in one channel are first vetted with other channels, often resulting in coordinated multi-channel efforts
How is customer support collateral shared across channels?
- Information and content management system is in place
- All customer channels–contact centre, online, in-person service clerk–access documentation from the same repository
- Content can be updated quickly, in a secure fashion
- A management approval process is in place for new information
- Information is structured to populate multiple formats of documentation
In order to improve reach across channels, we have:
- Regular multi-channel meetings on the subjects of customer reach and customer experience
- Put findings into coordinated action across channels as a result of these meetings
- Increased visibility of channel efforts across the organization
- Made use of a dashboard for coordinating efforts across channels
Talk to us
You have taken the time to answer these questions, but what does it mean? Bell can provide expertise in extending customer reach and improving the customer experience. For help interpreting the information you have generated with this tool, contact your Bell representative today or have a Bell representative contact you.