4 Persistent CX Fails and How to Fix Them
CX in the Spotlight
The past two years have seen a period of global disruption driving changes in the contact center industry at an astonishing rate.
Spurred on by consumer expectations about what a great Customer Experience (CX) involves, organisations have had to adapt, modify and deliver customer-centric experiences that drive brand loyalty.
Yet personal experience shows that a high proportion of customer journeys are still unsatisfactory. With customers now in the driving seat, and with the rich technology that is currently available, we ask: why are so many customer journeys still hobbling in the slow lane?
Below are 4 typical touchpoint under-achievements, and there’s no need for them.
Persistent CX fails still occurring in 2022
Touchpoint one: The “we are currently experiencing high call volumes” scenario
You’ve listened to the long obligatory ‘Covid’ message, and are now experiencing the joy that is muffled, repetitive music on speaker. OK, so how long now? 5 minutes or half an hour? You realise that you need to stay the distance if you are to get resolution.
Improvement: Much better to be told your position in the queue, or even better, an approximate expected wait time. This allows you to make an informed choice about whether to wait or try again another time.
Touchpoint two: The ‘start from scratch’ scenario
You are in a queue. You’ve waited 30 minutes and you’ve just been told you are 2nd in line. Hurrah! But you need to hang up and go out. You get that sinking feeling that you need to go through this time-consuming exercise all over again…
Improvement: Much better to be offered a callback at a suitable time, perhaps from the agent you last spoke to, and perhaps offered a choice of which contact channel suits you best.
Touchpoint three: The ‘on repeat’ scenario
You finally talk to someone, but after telling the agent who you are, explaining what the problem is and answering any questions, you need to be transferred! OK, but once there, you re-start exactly the same conversation.
Improvement: When transferred, the next agent should have access to everything that has been said so far. Even better, full access to all interactions with you in the past, too.
Touchpoint four: The ‘self-service chatbot overload’ scenario
You are on a website and have a question so head for the chat window in the bottom right. You ask your question. The chatbot then asks you if you have a question! So, you repeat your question. The chatbot sends you a list of FAQ links that you’ve already looked at. The chatbot asks if your question has been answered. You say ‘no’, and then you are sent a stream of alternative links – and so on…. until you give up – and maybe move onto a competitor’s website…
Improvement: Most customers still prefer interaction with a live agent, so you should be offered an easy connection to an agent at all points. It may be a more expensive path, but it’s not as expensive as losing a customer to a competitor.
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