The Contact Centre ‘To Don’t’ List for 2019

Part two of ‘three little pigs’

How are you doing in the 2019 New Year’s resolution department? A study by Strava, that analysed more than 31.5 million online global activities in January 2018, revealed 12 January to be the date when most of us will have given up on our annual New Year’s resolutions. Although the Chinese zodiac states that people born in ‘The year of the pig’ have great concentration: once they set a goal, they will devote all their energy to achieving it. This sounds a little huff and puff as a mere 8 percent of us achieve our New Year’s goals.

And the same can be said about businesses in the process of planning their customer experience strategy. Excited about the outcome that an enhanced CX will have on their organisation’s bottom line, businesses invest in siloed ‘straw stalks’ of technologies/channels because a house, regardless of its construction material, built quickly and cheaply fulfils the same purpose? Do they know what happened to the first little piggy?

The big bad wolves that devour CX engagement

Often teams within organisations are so busy, that they just want to fill the gaps, convinced that they hear their customers and understand what they need. When businesses invest in new technology or channels without having a clear strategy of what each digital enhancement can or can’t deliver, they have about the same chance of delivering exceptional customer experience as a straw-house against a hurricane.

In 2019, the customer matters more than ever before. The world has changed, and so customers have the power, not the sellers. Customer perception is fragile and able to change with each interaction. Constantly maintaining a strong customer experience in our digitally connected world is a challenge, however this Customer Experience ‘To Don’t’ list aims to reveal a bit more ‘third pig’ CX strategy.

Bringing home the bacon in 2019

To improve the customer engagement/experience and keep consumers loyal, businesses must place more importance on understanding the relationship between support interactions, channels, and the changing tides of consumer behaviour. This will be key in choosing the right technology to support their strategy. In the last of our blog series we will disclose specific actions for customer support, as the role of customer service and the contact centre is all too often still largely underestimated in the bottom-line of businesses and the overall customer experience journey.

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