CX used to be simpler. The call center interaction was the equivalent of a customer going into a homey mom-and-pop shop where an eager representative waited in greeting, “How can I help, dear?” Back in the day, that was essentially the straight path from friction to friction-free. Short, sweet… and now long gone.
CX today is more complex to manage as it strives to resolve frictions in keeping with faster times, heightened customer expectations, and a world accustomed to on-demand gratification.
The small basic contact center with just an agent and a manager, grew into a larger facility with a supervisor overseeing the performance of many. And that too has now evolved into a giant operation, complete with many agents and managers, automated tools, AI, a multitude of channels and interactions, and lots of bells and whistles.
Today, before the customer even enters that virtual shop and talks to a representative, there is a whole course of sophisticated tools, animated pop-ups, chatty bots, efficient buttons, and fillable forms that they have navigated through on the way there. They may switch from messaging to voice, from phone to computer throughout the interaction. And of course, they may never even meet a representative at all.
CX is not a singular experience anymore, but rather a complicated journey of different problem-solving moments and channels along the way. That once-simple path is now a busy boulevard.
Since today’s CX is so much more involved, companies must adopt a more relevant approach to it – a more holistic understanding of the complete experience, and a proper strategy for incorporating all its pieces in the unified customer journey – the complete performance.
The complete performance strategy must target:
- Customization
The ability to collect information from existing sources and the customer’s previous interactions – and use it to tailor the customer’s current experience.
- Optimization
The power to manage the performance of each of the various elements that impact customer experience using smart analytics, Machine Learning, and AI – to determine and execute the optimal actions for the optimal results.
Smart customization and optimization of CX is increasingly important today when tensions are higher than ever between the customer and company, and when customers have enormous power and choice. An issue checked off as resolved is simply not enough anymore. Rather, it must be marked as supremely well done – at countless diverse points, too.
A resolved issue is far less satisfying if it has wasted an hour of your time or meant redundancies, tech issues, and circuitous tasks along the way. It certainly won’t help with playing the long game and building customer loyalty.
As companies shift to monitoring, assessing, and improving complete performance, it is clear their toolbelt must be filled with the most cutting-edge solutions. NICE solutions target every aspect of complete performance – from tools that optimize self-service or automatically aggregate important information, to those that empower agents and actively improve their work.
Interested in learning more about how NICE solutions can help your Complete Performance? Want to see how you can continuously improve interactions by understanding experiences? It is time for your company to fundamentally improve performance and optimize the journey Visit our Complete performance page to learn more.