What’s the CX buzz this week? (9th Jun, 2014)

Our team collected a unique mix of articles for this week’s edition of CX Buzz. The topics covered include customer engagement, loyalty programs, and customer experience management. This collection offers a great deal of insight for CX professionals of any level to pick up on. With that in mind – be sure to share these great reads with anyone in the industry who could benefit from it.

Let us know your thoughts by commenting below, or reach out to us on Twitter: @NICE_Enterprise.

Four Key Attributes of Customer Engagement [loyalty360.org]  

We begin this week’s CX buzz by talking about Customer Engagement. Engaged customers tend to be the best brand advocates as they demonstrate the most loyalty and yield the most profit. Gartner Inc. offered the following four key attributes for better customer engagement:

  • Increase Active Customer Engagement through Social, Mobile, and Traditional Channel Alignment

  • Build Emotional Customer Engagement through Transparency and Trust

  • Target Rational Customer Engagement through Greater Customer Participation and Knowledge Availability

  • Gain Ethical Customer Engagement through Demonstrated Commitment to Fairness with Employees, Partners, Customers, and Community

Why You Must Remove Handle Time from Scorecards [metrics.net]

Remove ‘handle time’ from agent scorecards? Yes, you read that correctly. When contact center agents are expected to focus on how long they have been on a call, helping the customer is no longer the most important objective. Unfortunately the focus becomes getting that customer off of the phone. They feel the need to move on to the next call and keep their handle time low. When handle time is a performance goal, agents will hang up on customers.

By changing your focus to the customer and not on handle time, you will quickly see an increase in FCR and overall customer satisfaction. Customers don’t have time to keep calling back. They choose to flee from companies that do not make them feel valued. Customers feel more valued when taken care of and able to get all of their questions answered with ONE phone call.

McKinsey Thinks Bland, Generic Loyalty Programs Are Killing Business – And They May Be Right! [customerservicezone.com]

A recent Forbes article by McKinsey (Making Loyalty Pay: Six Lessons from the Innovators), indicated that participation in loyalty programs has steadily increased over the past five years (with a 10% annual rate of growth). Overall, companies with loyalty programs have grown at about the same rate as companies without them; but, there is variance in performance value among industries due to negative effects of these programs. Within the McKinsey report, several strategies are offered for helping businesses overcome the negatives often associated with loyalty programs. Key among these is the following:

  • Integrate Loyalty Into the Full Experience

  • Use the Data

  • Build Partnerships

  • Maximize Difference Between Perceived Value and Real Cost

  • Solve Customer and Industry Pain Points

  • Allocate Loyalty Reinvestment to the Most Valuable Customers

Are You Tracking Metrics In Real-Time? Three Steps to Measuring Innovation When It Counts [wwsg.com]

Do your metrics reveal your innovation problems and successes in real-time? If you’re not tracking a variety of metrics across your innovation program, this is an impossible fantasy. Most companies are obsessed with the measurement of innovations already on the market, like customer satisfaction and revenue growth. These are important, but they’re also lagging metrics. If the results of your project aren’t what you’d hoped, lagging metrics can’t diagnose what went wrong in the pipeline. Moreover, when you’re focused on tracking past activity, you can’t predict or influence obstacles in real-time.

Ten quick and key ways to improve your customer experience [mycustomer.com]

We end this week’s CX buzz with an article that provides tips to improve the customer experience across all touchpoints:

  • Clearly sign-post contact channels/don’t avoid the customer.

  • Listen to customer feedback and react.

  • Listen to staff feedback.

  • Monitor all Touchpoints.

  • Arm agents with knowledge.

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