CX and Contact Center Goals: The Disconnect
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Some contact centers claim to prioritize customer satisfaction, but all they’re accountable for are operational metrics. The result of lip service? In a 2006 Bain study, 80% of companies surveyed claimed they offered a “great” customer experience. That only sounded impressive until Bain went on to survey the customers of those companies. Only 8% of those customers claimed to have received “great” service. The cause of this gap was the fact that the leaders of the organization were disconnected with what’s going on at the frontline. Total alignment is the key to improving CX.
The Quick Fix
According to our latest benchmark report, companies with the best scores in CX focus on data, goals, and actions that matter most to their customers. These companies are diligent in measuring service performance, which helps drive a strong sense of alignment.
In attempts to record service performance data, most companies still rely on MS Excel and Homegrown solutions. Though it may serve as a start, it’s not an efficient method because it often creates different versions of scattered data. Multiple sources of data lead to complexities that drastically reduce alignment. This is where performance management systems step in - to drive alignment through a single source of data. This way, each member of the organization has access to the same data and goals. This transparency leads to a greater sense of accountability in service and performance.
Alignment and Beyond
Thought leaders turn to commercial performance management technology as a single source of truth. The technology enables culture change by allowing the company to focus on communication, self-correction, and coaching.
Communication: Use of different channels increased since 2006: verbal communication went up 49%; wallboards went up 30%; and dashboards went up 25%. Companies using performance management only require one channel, vastly reducing employee confusion.
Self-correction: 40% of our respondents reported that the frontline does not use performance data to self-correct, due to lack of portals. Whereas a performance management solution makes it immediately clear which skills and behaviors require more attention and work.
Coaching: 89% of our respondents acknowledged coaching and staff development as the main responsibility for supervisors. But, 64% said supervisors spend more time crunching numbers than coaching. Performance management does all the analysis, so supervisors can focus on their people.
Learn more about the benefits of using performance management systems by downloading our FREE benchmark study, and get on the road to unlocking results!