The 23rd Winter Olympic Games are underway, and in little more than two weeks teams from around the world will have competed hard, with the lucky winners bringing home gold, silver, and bronze medals… and earning some well-deserved rest.
In the digital customer engagement game, though, your organization can never rest. You are always competing for customers that demand responsive, personalized resolutions every time they reach out to you. And one bad experience can cost you a customer. We know that 90 percent of consumers have had “deal-breaker” experiences when contacting a company. So how can your organization lead in this space? Here are five tips to be top of your game in digital customer engagement.
1. Cross train. Gold medal athletes know that to be proficient, cross-training is key. Look for a customer relationship management platform that provides consistent and seamless experience across telephone (inbound and outbound), web and mobile chat, co-browse, email, various social channels, web self-service, fax, and white mail service interactions. Customers expect fast, outstanding service delivery across channels without loss of content, and without fuss or friction. Elisa, Finland’s wireless market leader, saw a 500 percent rise in telesales conversions when they adopted an omni-channel approach.
2. Have a smart coach. In sports, your coach manages your actions, taking into consideration all of the data s/he has collected on you – including your current condition – and provides a plan of action. Winning customer engagement systems leverage a centralized brain to perform similar functions – it gathers, tracks, and analyzes data; orchestrates the optimum steps that need to be taken for the interaction at hand; then applies these decisions to guide the interaction. The Royal Bank of Scotland is delivering personalized next-best-action recommendations using a centralized approach to intelligence and guidance.
3. It’s not over until it’s over. Don’t give up mid-play. Focus on the outcome and execute at each stage of the engagement until you’ve met the goals for your customer and your organization. Wrap system-based transactions within the structure of a case to provide oversight and manage a consistent experience across channels and devices. Case lifecycle management can direct multiple, simultaneous processes necessary to achieve each goal. It provides end-to-end automation of service levels, task prioritization, and work escalation, delivering more efficient and effective service, even for lengthy and complex interactions. Telstra is an example of a company that leverages case lifecycle management to provide end-to-end service and outstanding customer experiences.
4. Have a unified game plan. A unified, model-driven platform allows you to manage work, make decisions, and connect to legacy systems and new technologies. With digital process automation (DPA) and robotic process automation (RPA) as a foundation, you’ll have the flexibility to combine DPA and RPA capabilities with case lifecycle management to deliver comprehensive, seamless customer engagement. Let robots automatically take care of repetitive tasks and integrations while case management orchestrates the work, then leverage the centralized brain to help analyze and guide the customer engagement. All components work in unison to provide services critical to an outstanding customer experience. Gartner identifies eight critical capabilities for customer engagement solutions. Get the report here.
5. Think big. Competing in the Olympics means dreaming big. Be optimistic and don’t focus on individual bumps on the course. Instead, laser focus on the outcomes you want to achieve. Begin by identifying one step – even a small step – that you can easily achieve toward your digital engagement goals, then keep working step by step towards your vision. Global companies with multiple, complex needs like Cisco are providing world class customer experiences, and reducing service costs, with a digital customer engagement model.
ABOUT THE AUTHOR: Leanne Russell, managing editor of Pega’s blog, helps high-tech leaders share their knowledge, experience, and success stories.