A great customer experience is not something that magically happens overnight, it’s a mind-set that is built and reinforced over time by optimising your daily processes and implementing easy-to-use systems.
The key to customer experience transformation is designing optimised business processes and implementing digital technology that supports these processes, instead of hindering them. Here are our four key tips for improving the customer experience offering at your company:
Streamline how your customer-facing employees work
Trying to navigate your way through legacy software can become incredibly frustrating for front line customer service staff members, which is a problem that many businesses face. Using software that is decades old or has been configured too many times can cause more issues than it solves, and leads to it having a significantly negative impact on your customers.
Many companies couple this issue with having inefficient processes, causing twice the harm. Inefficient processes can cause frustration during busy periods, for example, if a task takes days instead of hours, this inefficiency become more noticeable with a heavy workload.
Allowing your employees who use the software daily to provide input is a solution to the problem of inefficiency, and not only shows your employees that you care about their pain points, but that organisational changes in your business are made to make their lives easier. This will lead to a higher level of acceptance towards the new software, and increased willingness to learn and use the software when it is implemented.
Eliminate organisational silos
The ideal for any successful business is that every department works together to achieve the same set of goals, using the same data and same processes. However, the reality for many businesses is that their departments are completely disparate, working in individual silos and not collaborating together.
Silos generally develop as companies develop new teams and departments around business critical functions, an effort which often neglects the customer experience factor in favour of financial gain. As a result, different teams have different goals, are judged on different benchmarks and all begin pulling in different directions.
Instead of making individual teams responsible for your entire business’s customer experience, you should consider making it a priority for every member of your staff, implementing customer-focused metric and KPI’s for each department. This is a significant step to removing these silos that damage customer experience, and get everyone back towards working for a common goal.
Improve the training you give to employees
Reviewing and updating your business’s end-user training guide on a quarterly or annual basis is a good precedent to set, as it keeps your processes accurate and up-to-date. During these reviews, it is crucial to assess what your employees in the field are doing in comparison to what they are being taught. This is critical as the processes being used in the field by individuals could be better than the ones being taught to your other team members. By reviewing this and receiving feedback from your team, you will create a more prosperous culture and exceed your customer’s expectations.
Leverage your analytics information
Analysing your customer data gives your team the opportunity to provide your customers with a much more personalised digital customer experience. This is one of the most important aspects of providing a positive customer experience, and having up to date and accurate data is pivotal to this.
Understanding the services most valuable to your customers can give you a perfect reason to expand upon a particular service offering with a customer, and in other instances you can use this data to develop more successful marketing campaigns and better targeted advertisements.
Obtaining this accurate, real-time data can be very difficult without an integrated ERP system like Microsoft Dynamics. Dynamics allows you to see all of this information in real-time, and have it available immediately when speaking to a customer or replying to a query, through the use of D365 for Customer Service.
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