7 passi per navigare nel panorama della CX in continua evoluzione

La pandemia sta costringendo le aziende a ripensare il loro approccio e a come investono nella CX

I responsabili aziendali si sono rivolti alla tecnologia per migliorare le interazioni con i clienti ormai da anni, ma la pandemia ha messo a dura prova la trasformazione della customer experience (CX) ed è per questo che i leader in costumer experience sono costretti a ripensare il loro approccio e a come investono nella CX.

CX is critical to every business, but before the benefits of a successful CX strategy can be felt, business leaders must be capable of quantifying and measuring CX. Customer satisfaction (CSAT), net promoter score (NPS) and customer effort score (CES) are important KPIs, but because they do not directly translate to cost savings, these metrics often do not resonate with executives outside of their organization.

Sono tre le aree principali da misurare per dimostrare come la CX porta ai risultati di business: 

1. Generazione di profitti
2. Riduzione dei costi
3. Risparmio sui costi

The third area—cost savings—is where the ebook How to Prioritize CX in a Cost-Cutting Environment places its focus. CX leaders must be able to draw a clear line between CX initiatives and cost savings in order to succeed in a cost-cutting environment.

Creazione di un business case per CX

Per navigare con successo nel mutevole panorama della CX, ci sono diversi passi che dovresti compiere per costruire un business case efficace. Questo inizia con lo sviluppare una comprensione dei "costi del cliente" e di come utilizzarli per creare un modello semplice che produca vantaggi e ROI in grado di guidare la tua attività:

• 1º Passo: Understand interaction trends.
  Interactions between customers and agents generate rich data that is stored in the contact center. Analyze and develop an understanding of these trends.
• Step 2: Assign costs to these trends.
  Assign a cost to each of these interaction types by multiplying the number of calls by the cost per call.
  
• Step 3: Get to the “why.”
  Once common trends or themes for calls have been identified (step 1), it’s important to understand the root cause of why they persist.
  
• Step 4: Design an action plan.
  When you’ve identified the root causes of common customer issues, create an action plan to address them.
  
• Step 5: Make reasonable assumptions.
  After developing a bird’s eye view of common customer problems and identifying the root cause for each, prepare a reasonable assumption as to how many of these problems can be solved (thereby reducing the total amount of calls coming in).
  
• Step 6: Establish the projections.
  Now, it’s time to calculate the potential benefit of solving these common customer problems by reducing the frequency of incoming calls related to them.
  
• Step 7: Measure the impact.
  Finally, measure the impact after putting this plan in place.

Se raddoppiare i benefici della CX e legarli a un ROI quantificabile sono i primi passi nella costruzione di un business case convincente e affidabile per un investimento continuo nella CX, tuttavia possono guidare solo fino a un certo punto un'azienda se non sono supportati in loco dalla giusta tecnologia.

If you want to learn more about each of these steps and how to build a quantifiable business case for CX—as well as how to identify and adopt the right technologies to execute on it—download the How to prioritize CX in a cost-cutting environment ebook.