The Art & Science of Delivering Exceptional Customer Experiences: 5 Best Practice Principles

CRM Magazine, November 2012 | Go to article overview

The Art & Science of Delivering Exceptional Customer Experiences: 5 Best Practice Principles


The words of wisdom written by famous artists and scientists transcend time and place. They can be a catalyst for inspiring successful contact center best practices. With today's cloud-based contact center technology, there are many ways to build meaningful relationships with customers. Mastering both the "art" of cultivating the one-to-one relationship with customers and the "science" of leveraging technology to your advantage are the keys to achieving sustainable growth and profitability.

PRINCIPLE 1: BUILD ON A CUSTOMER EXPERIENCE PLATFORM WITH NO BOUNDARIES

"The world of reality has its limits; the world of imagination is boundless."

--Jean-Jacques Rousseau (1712-1778)

Organizations seeking to upgrade their customer experience platform can learn from Jacques Rousseau's philosophy that "imagination is boundless" by planning for contact center technology that will meet current and future needs. The result will not only ensure investment protection, but also help to maintain a competitive edge with superior customer engagement strategies. Some solutions take it to the next level by allowing organizations to:

* Add or remove virtual agents anywhere easily.

* Route calls by skill, time zone or other attributes.

* Scale for seasonal and peak call volume with confidence.

PRINCIPLE 2: RESPOND TO THE NEW CHANNEL REQUIREMENTS

"It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change."

--Charles Darwin (1809-1882)

Organizations can no longer dictate how to interact with their customers and prospects due to the vast proliferation of mobile devices, emergence of messaging, and general expectations of "always on" access. Contact centers must adopt the latest technology in order to survive and thrive just as Charles Darwin noted in the Origin of Species.

A multi-channel strategy in the contact center offers customers many communication choices such as agent, social media, chat, SMS message, voice automation and others. However, organizations must provide a seamless customer experience between these channels. Data collection with cross channel intelligence illuminates insights into customers' needs and preferences.

PRINCIPLE 3: UNDERSTAND CUSTOMER PREFERENCES AND BE PROACTIVE

"Small opportunities are often the beginning of great enterprises."

--Demosthenes, (384-322 BC)

Applying Demosthenes' principle to the modern enterprise means leveraging contact center technology and its data collection to provide personalized customer interactions. …

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